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Shape as brand message form leaves competitors in the dust

Shelf Impact! has been talking to a lot of package-design consultants who track trends such as the use of color and shape, and the consensus is that more brand owners are beginning to “get it” about using shape not just for shape’s sake, but to work holistically with graphic elements to convey brand meaning.

Pw 6370 Endust Free

Sara Lee Corp. is among the brand owners riding this trend. The company worked with Crown Aerosol Packaging USA (www.crowncork.com) to develop a distinctively shaped, 100% recyclable steel aerosol can to launch its new Endust Free Dusting and Cleaning Spray nationally in August. The 10-oz package’s elegant, curved surface is easy to grip and facilitates product dispensing. Calming colors on the label suggest white clouds against a blue sky. Each of these features subtly reinforces product attributes, says Stan Stoltzfus, director of marketing, Household & Body Care, at Sara Lee.

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