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Insights into Brand & Packaging Design
We write about our analyses, findings and experiences regarding branding, brand strategy and packaging design in the FMCG sector.
Packaging design as a growth lever
VPackaging design is being reevaluated by many brands—and is shifting from a marginal issue to a strategic growth lever. At the point of sale, it is often not the recipe but the packaging that determines whether a product is noticed at all. This article shows why packaging has a significant influence on purchasing decisions today, what consumers expect, and why more and more food and beverage brands are investing specifically in their packaging design.
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Dec 18, 20252 min read
Modernization of a traditional brand
Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"
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Feb 6, 20251 min read
The psychology of packaging design
The psychology of packaging design: The Power of Three
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Feb 6, 20252 min read
Oatly's redesign
How far can a brand go? When relaunching, there is always discussion about how much the brand should, must and may be changed. A field of...
Christina Rüter
Jun 25, 20242 min read
Price changes in times of inflation
2 brands show how it can or cannot be done. PRICE REDUCTION and SUSTAINABILITY OPTIMIZATION versus SHRINKFLATION: 2 brands show how it...
Christina Rüter
Jan 30, 20242 min read
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