Carefully consider the options before associating your brand with on-trend characters.
Using licensed properties on packaging is a popular move for a reason—licensing can bring brands exposure, access to new categories or regions, revenue increases and more. But it also can come with minor to major downsides.
To help brands understand what direction they should take with licensing, BRANDPACKAGING sat down with Renée Whitworth, strategic partner at design agency Flood Creative, NY (www.floodcreativeny.com). Flood is about to celebrate 15 years of using design as a strategic weapon, and has had its share of creating licensed packaging for companies. Whitworth shares her insight into the pros and cons of licensed packaging as well as how to execute it with savvy.