Strategy

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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Lorraine Eagleton, Advant Medical
News
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Medical device package design expertise thrives in Ireland

Live from Galway: Senior Editor Anne Marie Mohan visits two Galway companies that provide package design consulting services for medical device manufacturers.
Private Label Smackdown: Duane Reade capitalizes on New York connection
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Private Label Smackdown: Duane Reade capitalizes on New York connection

Todd Maute of CBX compares New York City drugstore chain Duane Reade's new city living-themed private-label package designs with name brand items in the food and personal care categories.
Verve_Energy_Drink
Package Case Study
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Social media input energizes Verve Energy Drink packaging redesign

Vemma employs the input of 23,000-plus Facebook followers to help design a more modern look for its aluminum can-packed energy beverages.
Package Design Workshop Video Shorts: Elements of edgy packaging
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Package Design Workshop Video Shorts: Elements of edgy 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.
Private Label Smackdown: The French Connection
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Private Label Smackdown: The French Connection

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.
Package Design Workshop Video Shorts: Multi-tier branding
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Package Design Workshop Video Shorts: Multi-tier branding

David Kendall from Seattle-based Kendall Ross analyzes design strategies used in multi-tier branding -- what connotes the high end, the low end and the undifferentiated middle?
Private Label Smackdown: Private brands that evolve beyond the copycat strategy
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Private Label Smackdown: Private brands that evolve beyond the copycat strategy

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.
Package Design Workshop Video Shorts: Affordable Luxury
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Package Design Workshop Video Shorts: Affordable Luxury

Lisa Baer of Baer Design a Chicago-based strategic branding and identity firm takes a look at "affordable luxury" where packaging can entice consumers to spend a little more as a "me" treat.
White Paper |

Packaging drives Naturopathica® Holistic Health re-branding effort

Naturopathica® executes a new packaging strategy with digital and litho printing, and extended-text labeling. The re-branding effort for the ECOCERT-certified beauty products line is built on strong graphics cues and includes bilingual copy.
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