A brand's package design architecture is most often what resonates first and foremost with consumers. While some consumer product brands don't leverage package design architecture as an integral part of their package design, most knowledgeable brands do. In some cases, it's obvious; in others, less so. Package … 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 Even if its design and standardization have been well-maintained by its brand owner, it may simply become outdated over time – not only … Read More
It would be an understatement to say that not all licensed consumer products sell through at retail, regardless of how hot a property may be. More often than not, we can pin this on a poorly-conceived, visually disjointed or underachieving licensed product packaging program. Unlike traditional consumer … 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
It goes without saying: not all licensed consumer products are successful at retail – even for hot properties. In many cases, this is due to the lack of a cohesive package design system that leverages the licensed property's most equitable assets. Thorough research helps to uncover and … Read More
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