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
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
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
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
I place a very high value on the discussions I have with my clients about the issues they're struggling with as they develop packaging for their products. Whether they're with a brand owner or licensee, these conversations help to identify which challenges are most common. And, as … Read More
In a retail landscape filled with traditional consumer product brands turned licensed brands, it's virtually impossible for consumers to tell the difference between core products and licensed products bearing the same brand name. Quite often, licensed products appear to be extensions of a brand's core product line. … Read More
In marketing circles, we focus on brand building by effectively reaching customers, and getting their endorsement. The business intelligentsia has been preaching about the need to connect with customers on both intellectual and emotional levels for many years. Most of us would readily agree with this idea. … Read More
As the principal of my own design agency for almost 30 years, my belief that creativity is an absolute necessity for problem solving in our new business environment is deeply ingrained. Clearly, given the marketplace that has emerged since the downturn in our global economy, the same … Read More
All of us who are fortunate enough to design and market action figures know that the appeal of the characters and their story lines evokes the interest of more than one generation of fans. Therefore, when developing action figure packaging, it's important to appeal to kids and … Read More
When you take a look at a particular brand's packaging, what's the first thing you notice? Arguably it's the brand identity. Quite often, consumers hone in on the color they associate with the brand. However, I would venture to say that it is the design architecture of … Read More
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