It used to be simple. You knew your brand’s positioning, and packaging was about creating a sleek logomark, memorable design or cool marketing message to connect with consumers. You could operate in a brand ‘silo’ and continue with business as usual.
That’s no longer the case. Modern consumers are savvy and the more they focus on living better, healthier lives and taking steps to save the planet, the more crucial it is for you to focus on your brand’s ‘better-for-you’ attributes. That means you now also have to take into consideration your industry at large and the broader impact of your product, including its ingredients, how it’s made and most importantly, the packaging it comes in.