Sleek aluminum cans with brighter graphics deliver appeal for this vitamin-enhanced, pre-exercise beverage that aims to burn calories. This illustrates how all package design is a balance between marketing, branding, and product information.
Feature Article

Simple ways to reduce the marketing disconnect

Brand, sales, and marketing managers for packaged goods products have a tough job.
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The new Cutex packaging presents a unified brand proposition appropriate for the category. The label was die-cut in the same swan shape and updated with a modernized logo, softer graphics, and a lighter pastel color palette.
Feature Article

Rethinking operations from the back end forward

Packaging is a multidisciplinary profession that must consider many stakeholders in making the critical calls that produce successful packaging.
The revitalized Purex packaging built on the brand’s heritage foundation as it blossomed into full bloom, creating a dynamic and contemporary look via some skillful pruning and nurturing.
Feature Article

12 top-level considerations for revitalizing package design

Only half of all packaging redesigns increase sales, so before you make a change in your packaging, make sure to consider all aspects of the new design.
The design for Duane Reade/Walgreens’ Good n’ Delish brand combines gut feeling and market insights, giving New Yorkers just what they wanted—a New York brand image they could relate to.
Feature Article

Create a benchmark-busting private-label brand

Go beyond national-brand ‘best practices’ to create a superior private-label brand by leveraging package design that is seen by consumers as having meaning and purpose.
CSS President & CEO Elisha Tropper (right) and company VP of Sales & Marketing Brian Lyle analyze the different packaging configuration options yielded by alternative security-seal product designs.
Package Case Study

Optimizing industrial packaging through product design

New security seals company keeps packaging front-of-mind when developing a more robust product design, resulting in a smaller box size and greater end-user value.
Shown here is the winner of the challenge in 2012 (Photo A)
Package Case Study

Heineken finds package designs through crowdsourcing

From ideas about sustainable packaging to insights into what consumers age 60 and over would like to see in beer packaging—lots can be learned from

The see-food diet: How transparent packaging affects eating

Study analyzes the impact of transparent and opaque food packaging on consumers’ consumption choices.
Feature Article

Reaching Millennials through packaging

Eighty million consumers make up the Millennial generation, making it a highly influential and desirable demographic for CPGs. But what makes this elusive group tick?
1. Dorset Cereals modifies its brand name by calling itself ‘simply delicious muesli,’ putting simplicity front-and-center.
Feature Article

When it comes to package design, 'Keep it simple, stupid'

CPGs forge emotional connections with consumers through products that contain minimal ingredients and streamlined packaging.

The key to profitable packaging innovation

The lead judge of the 25th DuPont Awards for Packaging Innovation, David Luttenberger – CPP, vice president/packaging strategist for CEB Iconoculture, talks about the most important consideration in packaging innovation: the consumer.


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