Jul 16

The living brand

Posted by admin in Trends
The living brand

In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]

Jul 09

What Lindt has learnt

Posted by admin in Trends
What Lindt has learnt

I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]

Jun 11

Everything is possible

Posted by admin in Trends
Everything is possible

Marketing communication follows a few basic rules such as
-          make it simple
-          be bold
-          awake interest
-          don’t just inform… communicate!

but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]

May 19

From global to local

Posted by admin in Trends
From global to local

Having had the pleasure to design packages since 1962 when I left the Graphic Institute in Stockholm, I’ve experienced several trends, from the Carrefour white (so-called non-branded) products to the retailers’ brands, from bio-designs to super premium designs, etc.
This article is about the latest trend which is to go back in time and offer consumers [...]

Jan 26
What do I learn when storechecking?

One of the most important activities for a marketing specialist is to learn what competitors are doing.

Apr 17

Forever recycled

Posted by admin in Design | Trends | Typography
Forever recycled

I have already written about cardboard and aluminium as packaging material. This time it is steel. Plastic and glass are still on my list, as all materials have a role to play in the world of package design. I like them all, but when it comes to longevity and protection, steel is a clear favourite.

Feb 18
Art in pack? It’s all about ‘wrapping it up’

One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.

Oct 22
Brand guidelines, a tool for constant improvements!

“Rules can be broken, but never ignored”. Yes, we need rules and guidelines to avoid mistakes, but also to move in the right direction.

Sep 26
The perfect marriage

Surprising title when it comes to packaging communication? The title could also have been “Don’t change a winning formula”.

Jul 18
Aluminium, a material that should be seen

Most consumers know that wood fibers come from trees, steel from iron ore and aluminium from bauxite. Most of us may also know that, with 8%, aluminium is the most abundant metal in the Earth’s crust.

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