Insights into Brand & Packaging Design

A good packaging brief goes far beyond design preferences. These five questions help define the challenge, protect valuable brand assets, clarify the competitive context and create a stronger basis for effective packaging design.

Yogi Tea has redesigned its packaging. We take a closer look at what the new design improves – and which distinctive brand elements may have been lost along the way.

Calippo, Heinz, Graza: sometimes the real product innovation isn't in the product itself — it's in the packaging. Four examples and what brands can learn for their own packaging strategy.

The Coca-Cola packaging design relaunch demonstrates why successful brands don't always need radical change. By strengthening its Distinctive Brand Assets instead of reinventing them, Coca-Cola reinforces brand recognition, consistency, and shelf impact. A compelling case study in strategic packaging design and brand management.