Packaging plays an important role in ensuring that a product measures up to its brand promise. Most importantly, it must protect the product on every level to ensure a positive consumer experience and build brand loyalty. This means making package design decisions that keep the product intact and safe without compromising sustainability and aesthetics. Preserving product safety and integrity also extends to supply chain security. Once a brand is built, companies must take measures to ensure counterfeiters do not compromise its reputation. This can seem like a tall order for consumer packaged goods companies (CPGs). However, suppliers of packaging equipment, materials, containers, labels and other technologies are stepping up to the plate with a wide range of solutions.