There’s no denying the fact that licensed brands achieve greatness through great design. Of course, every great licensed brand must have a clear marketing strategy in place and be consistently managed by the brand owner, but it’s stellar design at every consumer touch point that makes superstars … Read More
As one of the leading design consultancies to the consumer product and entertainment industries, we are continuously addressing the questions that arise as we interact with our licensing industry clients, many of whom are among our most avid BOLT! readers. After many in-depth conversations during the course … Read More
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
Restless consumers are hunting more than ever for products that deliver additional value. Co-branding a strong national brand with an equally-recognized licensed brand is one way in which to accomplish that. The goal: to pump up volume and to gain a competitive edge by attracting and retaining … Read More
The trend of entertainment and consumer product brands from the past reemerging and banking on their rich heritage in today's marketplace continues to gain momentum. And I'm not surprised. While there are a lot of reasons brand owners are reintroducing these classics instead of investing in the … Read More
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
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
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
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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