Licensed brands achieve greatness by design. Clear strategy, consistent brand management, implementable tactics, as well as stellar design make superstars among a sea of licensed properties that often fail to live up to expectations.
Design is a crucial component of the marketing mix. It represents both art and … Read More
Let’s face it: most of humanity can say that 2020 was one of the most difficult years of our lives due to the COVID-19 pandemic. Most of us wince at the mere mention of the number. But, as is the case with almost every crisis that we’ve … Read More
The holy grail for any brand is to become a lifestyle brand. Having legions of fans who identify with your brand on a highly-personal level is truly amazing. When this happens for toy and entertainment brands, massive success typically follows in the form of brand licensing. However, … Read More
Regardless of how successfully a brand performs in the marketplace, there always comes a time when its package design system needs to be refreshed. Even if its design and standardization have been well-maintained by its brand owner, it may simply become outdated over time – not only … Read More
I’ve been in the toy industry for a very long time. So long, in fact, that I’m often referred to by my colleagues as an old-school industry guy. A term of endearment, for sure. But, hearing it does make me think back to the early days of … Read More
Experiential marketing is a tactic used by brands to appeal to consumers' senses to engage them more meaningfully. Experiential branding goes much deeper. It's a powerful differentiator, generating excitement and pleasure for consumers that lead to stronger brand preferences, purchases and loyalty.
Entertainment brands are experiential by their … Read More
It's always exciting and challenging to work with any new consumer product brand or entertainment property, but for the owners of these brands, the learning curve can be a steep one. The first focus has to be on creating a unique brand and building equity from scratch, … Read More
When I first met Steve Kaplan, it was clear to me that the man had a deep passion and conviction for the WAL, the acronym for his brainchild, the World Armwrestling League. I've been a diehard sports fan all my life. Being a native Philadelphian, it's difficult … Read More
As design consultants, we've placed our emphasis on developing package design systems that tell the brand story with a unique, ownable aesthetic. We've conducted pre-design research, analyzing competitors' package designs before developing unique concepts to make our clients' brands stand apart, but three major factors, while not … Read More
Since people are visual, and brands are increasingly global, it’s crucial to communicate the brand story as though there isn’t any verbal brand communication on pack. By designing it that way and then adding limited verbal communication that enhances the values of the brand, consumers are far … Read More
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