Think Like a Designer

“Decoration” has been a longstanding industry term for the visual aspect of packaging. Unfortun­ately, this arcane term represents everything wrong with the old way of thinking—that design is merely a façade to “gussy things up.”

If a brand views design merely as the exterior of its packaging, they’re missing out. Design goes deeper, and is integral in helping brands achieve business objectives. Design can inform product organization, retail appearance, and even the product itself.

Telling an Ingredient Story
Design thinking was recently put to use when our research team discovered that the point of difference for a new brand was its key ingredient story. This ingredient, a superfood, was poised to be the next hot thing in its category, and a main differen­tiator from competitors. The research clearly indicated the advantages of a single ingredient story to retailers, consumers, and public relations.