As many of you already know, I have a penchant for innovative structure design. At Design Force, Inc., we view package structure as a powerful brand differentiator – yet another opportunity to build visual brand equity. As brand marketers and package designers, this opportunity should never be … Read More
Brand owners in the toy and entertainment industries are acutely aware that today's kids are sophisticated, brand-savvy and connected at an early age. Their purchasing power continues to rise at a staggering rate and they now have a heavy influence over household purchase decisions. They're comfortable spending … Read More
It may not be appropriate for all licensed brands, but there's no denying the desire that can be generated among fans of certain entertainment properties when licensed apparel is designed with a discreet, subtle approach. I'm not just talking about products designed with a limited color palette … Read More
There's no denying the value of establishing standardization for a well-designed consumer product style guide. It's essential to maintaining the property's visual aesthetic across all consumer products in every category. Without guidelines for standardization, each licensee would be free to develop their licensed products as they choose, … Read More
In a conversation I had recently with a prospective client, I was asked what the potential revenue generation would be if they were to invest a particular dollar amount on a licensing program style guide for their brand. Initially, I found this inquiry to be peculiar. But, … Read More
Smart brand owners know the value of developing a well-conceived packaging program for their consumer product and licensed brands. They know their retail categories intimately. They're diligent about market research. They study how consumers interact with their products in the retail environment. And they understand that establishing … Read More
It has been said that consumers vote with their wallets. Their votes are now being cast for brands that engage and entertain; that create rich environments in which they can share experiences with like-minded fans. Entertainment properties are already in the forefront of engagement. The question is: … Read More
I can't tell you how many times we're approached to refresh a consumer product or licensed brand's packaging and the client's rationale for the entire initiative is presented to us as "It's been a while since our last refresh. So, we feel it's time to make a … Read More
Nothing communicates your brand to your consumers in the same way that your packaging does. Packaging, at its best, refers back to the brand and leverages the brand's chief assets. It is also powerful enough to be considered the brand's most important consumer touch point. Packaging makes … Read More
As design consultants, we put quite a bit of effort into developing great packaging. We immerse ourselves deeply into our clients' brands, conducting consumer and market research to determine how best to visually and verbally differentiate them among their competitors within their respective categories. We identify which … Read More
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