Branding - Articles - Page 3 | Packaging Strategies

Brand Packaging: Revitalization

When and How to Revitalize a Brand

When should companies allow declining, ageing brands to finish their life cycles? When should they opt to revitalize them?

Jen Gaeto

April 5, 2022

“Declining” is not a word you want to see when it comes to brand performance. It usually prompts two courses of action: save or scrap. For those that were previously strong but have failed to adapt to consumers’ changing priorities, there is a strong argument for the former.

RAGÚ Unveils Brand Redesign

November 15, 2021

The redesign is part of a major relaunch including a new ad campaign.

Skin Therapy Range Receives a Facelift

June 29, 2021

Design and branding agency Free the Birds created a new brand and packaging identity for everyday skincare products from Kin.

Opportunities and Challenges for Brands Under 2020 Labeling Regulations

Engracia Perez-Prada

October 26, 2020

As food and beverage manufacturers navigate a consumer audience that has changed its attitudes and behaviors completely, they must also address changing the Nutrition Facts on their labels. Changes to labels like those required under the current regulations can have wider-reaching implications for some brands.

Editor’s Note

The Total Package

Kristen Kazarian

October 14, 2020

The other day I received in the mail something called “LastSwab.” I didn’t have a clue what it was, so I opened the package, and lo and behold: a carrying case for one lone cotton swab.

Kellogg's Offers Chance to Create Personalized Cereal Boxes

August 25, 2020

Kellogg is offering U.K. customers the chance to create a personalized 'back to school' cereal box. Shoppers collect codes from three promotional packs and then upload a photo and personalized message to a website

Brand Packaging: Color Test

Can Your Brand Pass the “First Moment of Truth” Test?

How color quality plays a significant role in consumer preference.

Cindy Cooperman

August 10, 2020

The “first moment of truth” is that 2 to 7 seconds it takes a consumer to make a decision about a product color. It is a significant factor in “first moment of truth” when you considered the reach it has to engage and communicate to consumers.

New Branding for Handsome Brook Farms Reveals Company Values

July 24, 2020

Handsome Brook Farms introduces a new carton design now on grocery shelves nationally. The packaging nods to Handsome Brook Farms’ belief that the future of animal and land husbandry is bright, with the vibrant colors reflective of the green pastures, blue skies and bright yellow sunshine of a new tomorrow.

Brand Packaging: Business Development

Expanding Your Business Through New Product Development

Kristin Joker

July 11, 2020

Expansion is an essential part of any solid growth strategy. While it’s important to expand into new sales channels and scale your operations, you also need to expand your product lines to truly achieve sustainable growth.

Advertisers Put Stop to Social Media Advertising in July and Forward

June 29, 2020

Major brands, including Bailey’s, Smirnoff vodka, Coca-Cola, Levis and Unilever join a growing movement of big brand advertisers against the failure of social media platforms to control the publication of hateful and misleading content.