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Popular Posts

Brand vs. Company

Brand vs. Company

Brand vs. Company in the food and drink world
I’ve had the great advantage and pleasure to work for almost 40 years for Nestlé. During that time, I have regularly been asked to explain the difference between a brand and a company or, in other words, between a product brand and a corporation.
As any marketeer well [...]

Popular Posts

YES, it’s possible

YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Popular Posts

It’s local!

It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Popular Posts

Use all the space and overlap!

Use all the space and overlap!

No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]

Popular Posts

How to put a brand ‘top-of-mind’ by changing it

How to put a brand ‘top-of-mind’ by changing it

Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!

Kraft [...]

Mar 15

The Kasperskian Story

Posted by admin in Featured
The Kasperskian Story

The most interesting project I had during 2015 was no doubt the work on the identity for a new caviar factory in Wallis, the canton next to where I live.

The width of the project made it fascinating. Moreover, it was a job without guidelines, nor were there any preconceived ideas. Well, when I got the [...]

Feb 09
Aluminium, the modern material

Time has come to write about a material that I especially like at this time of the year, just before Christmas, because it glitters! It can even have a bling-bling effect when mixed with plastic, as for instance the Coca-Cola Christmas edition.

Before writing about branding and communication, which is the purpose of this site, here [...]

Feb 09
Want to be noticed…? Amplify! Exaggerate!

My advice “simplify, amplify and repeat” has never been more actual than today when young marketeers believe that everything has to appear on the front of the pack.
To help these young marketeers, here are examples of great communicating packages which show that in order to stand out and be seen, we have to exaggerate something [...]

Feb 09

1288 and 1463!

Posted by admin in Uncategorized
1288 and 1463!

As the reader may know, I was born in Sweden, but I’ve spent most of my life in Switzerland. I have, therefore, a dual interest in brands, companies and marketing in these two sparsely populated European countries.
This article is meant to give the reader some information about STORA, most likely the oldest corporation in the [...]

Feb 09

THE RIGHT LAYOUT

Posted by admin in Design
THE RIGHT LAYOUT

It’s the brand/product idea that decides the layout, not the guideline!

When designing a pack, most marketing people follow what they think is the most logical layout, i.e. NEW in the upper right corner, corporate brand upper left, product brand on top with product denomination below, etc. (see ill.).

Why is this? Most likely because many [...]

Jan 08

Once only, please, but BIG!

Posted by admin in Design
Once only, please, but BIG!

When designing packages, or even advertising and POS material, there is one golden rule often ignored by designers: have the main message, i.e. mostly the brand, rather once BIG than several times small! Indeed, most great designs have as few design elements as possible.
I thought of this unwritten rule when I found the can of [...]

Dec 01

Breaking the mould

Posted by admin in Uncategorized
Breaking the mould

In other words: how to be outside the visual style or identity of a product category in order to stand out.
Most consumers do not pay attention to the fact that many product categories in a supermarket have their special characteristics, such as
- Camembert cheese
- beer bottles
- wine bottles from Provence
- goat cheese
- Bordeaux wine labels
- homemade pasta, etc.
So when we design [...]

Oct 26

It’s local!

Posted by admin in Trends
It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Sep 28
Use all the space and overlap!

No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]

Sep 23
How to put a brand ‘top-of-mind’ by changing it

Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!

Kraft [...]

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