I often say that packaging is a brand’s most enduring and accessible consumer touch point. It’s certainly its most compelling, because it’s through packaging that consumers first come in contact with their favorite brands in a tangible manner. The experience a brand’s packaging creates for consumers must … Read More
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
This month's issue of BOLT! is the last in a 3-part series in which I'm sharing insights from my Packaging That Sells conference session, 'The Secret to Successful Licensed Product Packaging.' In Part 1, I made the distinction between traditional consumer product packaging and licensed product packaging, … Read More
Last month's issue of BOLT! was the first in a 3-part series in which I'm sharing insights from my Packaging That Sells conference session, 'The Secret to Successful Licensed Product Packaging.' So far, I've made the distinction between traditional consumer product packaging and licensed product packaging, 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
Over the last 28 years, I've attended quite a few packaging-related conferences where I've seen plenty of case study presentations given by package design agencies citing the wonderful work they had done to refresh the retail packaging for their clients brands. These are always great to see. … 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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