Our Blog

We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.

Learn from LAP-Coffee

LAP Coffee polarizes – but from a branding and packaging design perspective, there’s a lot to learn: clear positioning, consistent CI, and modern design.

Katja Wagner

Sep 272 min read

When a redesign looks right...

The new Iglo redesign delivers a modern packaging design with clear benefits – but loses some of the emotion and uniqueness that once set it apart.

Katja Wagner

Sep 181 min read

More sustainability thanks to hybrid ‘meat’?

More sustainability thanks to hybrid meat? Why Albert Heijn's latest market launch is so promising

Katja Wagner

Jul 221 min read

VOLVIC packaging design relaunch: less enjoyment, more honesty?

Packaging design with less indulgence but more honesty?

The current redesign of the Volvic Juicy range is a good example of the balancing act between the promise of enjoyment and transparency.

Katja Wagner

Jul 131 min read

Dr. Oetker packaging design with transparent communication of the reduced content

Packaging design with transparent shrinkflation communication

Courage or deception? Shrinkflation with a difference: Dr. Oetker transparently communicates the reduced content on the packaging design.

Katja Wagner

May 271 min read

The psychology of packaging design

The psychology of packaging design: packaging shape, images, and text influence brand perception

Katja Wagner

May 181 min read

The psychology of packaging design

Die Farbpsychologie ist ein wichtiges Werkzeug im Verpackungsdesign. Farben beeinflussen Emotionen und steuern Entscheidungen. Konkrete Learnings für das Food-Packaging.

Katja Wagner

Apr 272 min read