Strategy

Feature Article
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Campbell Soup contemporizes with bold new products, packaging

Soup in a pouch anyone? Innovation teams at Campbell Soup tap into consumer insights to launch range of new products in future-forward flavors and packaging.
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42 Best Package Designs: 2014 edition
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Bolthouse Fams' juice packaging reflects fresh ingredients.
Feature Article
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All the world’s a stage…for visual metaphors in packaging!

In packaging design, visual metaphors are used for illustrating ideas and are the basis of creating a mood, theme, character, or personality for the brand.
Nestle Boost
Feature Article
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‘Inclusive design’ approach to packaging benefits Nestlé and its customers

Company aims to make its products safer and easier to use, with Boost and Nescafé Gold serving as good examples.
Coke's white can for 2011 holiday season
Feature Article
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What went wrong with Coke's 2011 holiday can design

The beverage giant has provided more than one example of the potency of packaging and how it can work for and against a company.
Oreos' snack-and-seal pack makes opening and reclosing easy.
Feature Article
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Are package designers ignoring the strongest segment of their audience?

With birthrates falling and the senior demographic growing substantially across the globe, marketers and retailers need to evaluate their offerings to ensure they are accommodating this powerful purchasing group.
Package Design Workshop: Nostalgic packaging creates personal connection
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Package Design Workshop: Nostalgic packaging creates personal connection

Rick Barrack of brand agency CBX explains how elements of nostalgia are used in package design to convey quality, build credibility, and establish trust.
Sterling Anthony, CPP
Feature Article
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An idea that doesn’t hold water can be good

Removing water to achieve a concentrated product should be done under a host of considerations; otherwise, one’s plans might prove to be all wet.
Starbucks’ MARK IT customizable cold cup tumbler.
Package Case Study
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Customization for the new 'Me Generation'

Innovations in customized, or personalized, packaging help brands differentiate themselves in a 'sea of unlimited choice.'
Package Design Video Shorts: For brand impact, 'less is more'
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Package Design Video Shorts: For brand impact, 'less is more'

Ronald deVlam, CEO and global managing partner for brand strategy and design firm Webb deVlam, examines how the concept of “less is more,” coined by architect Mies van der Rohe, can be effectively expressed in brand packaging.
Column/Opinion
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Packaging and brand strategy

Packaging and branding go hand-in-hand. Make sure the grip is tight and secure.

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