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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 Even if its design and standardization have been well-maintained by its brand owner, it may simply become outdated over time – not only … Read More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

There’s no denying the fact that licensed brands achieve greatness through great design. Of course, every great licensed brand must have a clear marketing strategy in place and be consistently managed by the brand owner, but it’s stellar design at every consumer touch point that makes superstars … Read More

It’'s no surprise that consumers are doing more of their shopping online now than ever before. Online shopping was already prevalent for many categories prior to the pandemic. But the shift to online retail became significant once stores selling non-essential items began closing across the globe back … Read More

Every brand that chooses to enter the world of licensing needs to have its own packaging program. And I'm not talking about a simple rectangle with the property logo and a background pattern placed inside of it that some licensed brand owners call a packaging program. I'm … Read More