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.
What gives some package designs their edge? Is it their quirkiness? Their rule-breaking formats? Sarah Williams creative director of Beardwood & Co. attempts to answer these questions while presenting some examples of successful packages with an edge.
Guest critic Will Burke from CB'a Brand Engine goes shopping in Paris and analyzes the design strategy for the private label brand Bio across a variety of products including nuts, flour, eggs, and crackers.
Rob Wallace of New York City-based strategic brand identity consultancy Wallace Church compares strategies of private vs. national brand in several product categories with a special emphasis on Target.