package design process licensed brands

Differentiate the Brand with a Clear System of Visual and Verbal Communication

Segmentation in Package Design: When and How to Do It

Although the simplification of package design has proliferated every retail category, as package designers, we still find ourselves engaged in an ongoing battle to eliminate visual clutter on-pack. Most brand owners know that, to effectively engage their target audiences, their packaging needs to adopt a clear system … Read More

Highly Experiential Licensing Programs Reap Success

Building a Property into a Licensed Powerhouse

The marketers of strong brands inevitably turn their attention to licensing. It’'s a natural progression of things. Usually, their focus is on building even more brand awareness, sales and profits. It might sound counterintuitive, but that shouldn’'t be their primary goal. Their thought processes should be on … Read More