Maybe it's because we work with licensed entertainment properties and toy brands that were drawn to not only their unique brands, but the separate universes they create. Kids and adults find their imaginations fueled by characters with unique personalities and backstories. Ongoing storylines filled with colorful protagonists … Read More
Consumers have changed completely in the past couple of decades. They're better informed than ever and research consumer product reviews online. They're not easily swayed by advertising which does lead to brand recognition but doesn't necessarily breed trust. They're more influenced by word of mouth. Due to … Read More
Pepsi's return in 2009 to its classic white can with center red panel and former brand identity straight out of the 1970s – a stark departure from its contemporary sapphire blue package – reinforced brand heritage and values. The company cleverly used the word "Throwback" and touted … 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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