Since people are visual, and brands are increasingly global, it’s crucial to communicate the brand story as though there isn’t any verbal brand communication on pack. By designing it that way and then adding limited verbal communication that enhances the values of the brand, consumers are far … 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
Fortunately, in today's consumer product marketplace, most brand owners are fully aware of the value of great packaging. They realize that their brand's packaging is the single most important consumer touch point and that it is through packaging that consumers first come in contact with their brand … 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
We've been developing style guides for licensed entertainment brands for the last 20 years. During that time, we've generated more than 10,000 pieces of original art for countless licensing programs representing just about every entertainment genre, with licensed consumer products appearing in almost every retail category. Thousands … 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 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
Nixon is a premium accessories brand for the youth lifestyle market that, until very recently, wasn't on my radar at all. The brand was founded in 1998 in Encinitas, California, with a small line of watches that were sold exclusively through specialty boardsport and fashion retailers. They're … Read More
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