Brand Packaging

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Flower Power By Stacey King Gordon An earth-friendly package design turns heads for a cosmetic company’s groovy new line of lipsticks. Global warming won an Oscar. Governments around the

The Freshness Dilemma By Ken Miller and Jim Warner Conveying “fresh” in packaging so consumers will pay for it. Consumers are more concerned with freshness in the food they

This Isn’t Your Grandfather’s Motor Oil By Jennifer Acevedo Havoline is a 102-year-old brand with a rich heritage. Originally created by the Havemeyer Oil Company of New York, the

Product, Price, Place, Promotion ... And The PLANET By Peter Clarke There’s an old proverb that says, “It’s better to be a dog in a peaceful time than be

Beauty Comes Of Age by Jennifer Acevedo Dove Pro-Age is a multi-category line of personal care products targeting 50+ women with a refreshingly authentic, and anti-“anti-age”, campaign. Do a

Back to the Future Jennifer Acevedo, Editor-in-Chief As the editor of BRANDPACKAGING, I spend much of my time speaking with brand managers who are constantly evaluating and re-evaluating the

Branding That Makes Sense(s) by Leah Genuario In today’s competitive retail environment, many brands engage multiple senses in an effort to connect with consumers.   For years, brands have

Deeply Connect with Consumers by DONNA STURGESS, GLAXOSMITHKLINE Each day, marketers in the world of fast-moving consumer goods (FMCG) and consumer packaged goods (CPG) wrestle with the very real

The Pen is Mightier as a Store Brand By Dana Dratch When office workers reach for a writing tool, OfficeMax is hoping it will also be a TUL. A private

“Better Than Delivery” Pizza Packaging Doesn’t Dissappoint By Jennifer Acevedo Think back to the days when you would gaze eagerly at the photo of a robust, appetizing pizza only