Long, long ago, before digital technology began to infiltrate the world of design, promising to simplify the more laborious tasks associated with the discipline, the ability to articulate design solutions merely using pencil and paper was a prerequisite.
Whether taking the form of rough thumbnails generated during a … Read More
The best licensed brands aren't looking for just any opportunity. They're looking for the right ones. Some licensed brand owners rush into relationships with consumer product brands without making sure that they're truly great fits, which is why some partnerships are highly successful and others fail miserably. … 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
I don't think it's possible to overemphasize the need to get your brand's packaging right. After all, packaging is arguably a brand's most important consumer touch point quite often the vehicle through which consumers first come in contact with the brand in a tangible way. Therefore, … Read More
One of the most important components of a package design system is its segmentation methodology. When well-executed, it provides consumers with the ability to quickly and efficiently navigate a product line. It serves as the roadmap to the product that best suits their needs. If executed poorly, … Read More
Weve all seen this: a successful licensed property ends up on consumer products in every category. Sometimes the categories make sense, given the nature and attributes of the property; sometimes they dont. If they dont, this approach can do more harm than good. Extending a brand into … Read More
Anyone close to me knows that I'm a huge Vans enthusiast. I have somewhere between 15 - 20 pair of OG Classic Slip-Ons, Authentics and Chukkas peppering the shelves of my closet at any given moment. And anyone who knows our agencys history understands how important Marvel … Read More
This is a topic that Ive raised and addressed in the past, but its clearly in need of further discussion. Im finding that Im still being told by some of our clients that we need a package for this new product, with no interest in considering how … Read More
I guess we can now say beyond a shadow of a doubt that Mattel's Barbie brand "gets it." What started out a handful of years ago as what appeared to be a desperate attempt to breathe life back into the iconic doll brand has truly become its … Read More
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