The world is a very different place from when BrandPackaging came to be 15 years ago. And selecting the era’s most unforgettable moments and movements is no easy task. Nevertheless, the 15 ideas, issues and packages we highlight here reflect our unique viewpoint on the dramatic changes, and the high points, low points and flashpoints we’ve seen in marketing, branding, packaging and design.
HIGH POINT: Target ClearRx: Design can change the world
Target’s Clear Rx is a powerful example of how package design can improve the healthcare experience and help patients avoid life-threatening errors.
HIGH POINT: Coca-Cola fridge pack: Convenience is king
HIGH POINT: (Universal) design for all
HIGH POINT: One word: (bio)plastics
HIGH POINT: Walmart keeps score
HIGH POINT: Compact laundry. Big impact.
LOW POINT: In the ocean. Plastic soup.
LOW POINT: Tropicana: A painful lesson in ROI
LOW POINT: Brave new world?
LOW POINT: Overpackaging
LOW POINT: Sun Chips compostable bag: The silence is deafening
FLASHPOINT: Regulation nations
Add to that the growing numbers of bottled water taxes and outright bans among municipalities, and you might scratch your head wondering whether this is a case of a ‘nanny state’ or ‘capitalism gone wrong.’