Featuring a prominent Fujifilm logo and proprietary patterned green background in place of the previous solid green, the new multi-tiered packaging clearly communicates Fujifilm brand attributes across product lines, the company says. A color-coding system adds vibrancy as it sweeps across an arched header, allowing customers to easily identify film speed, or differentiate between varieties of one-time-use and 35mm cameras. Candid photography conveys film capabilities, and updated messaging eases consumer’s decision-making, detailing the film, and camera benefits. “Consumer research shows that the new package design has appeal and conveys the quality, value, and ‘for me’ personality of the Fujifilm brand,” says Brian Hammock, director of marketing, Consumer Film and QuickSnaps, Consumer Markets Division, Fujifilm Photo Film U.S.A., Inc. —ALR
