Function First Jennifer Acevedo, Editor-in-Chief As the only magazine devoted to the marketing impact of packaging, BRANDPACKAGING dedicates many of its pages to the strategy, graphics, structure, shape, color and
Brand Rebirth: Transformation Through Package Redesign By Pauline Tingas Brands once favored the deliberate and steady evolution of their packaging. These days, though, they seem to be shedding their
Redesigned Wine Cooler Packaging Spurs Sales By Jennifer Acevedo The author, Jennifer Acevedo, is the Editor-in-Chief of BRANDPACKAGING magazine. Few icons remind us of the “loafers with no socks”
Kleenex Holiday Packaging Shines By Kate Bertrand Holographic and Fresnel-lens technologies make a bold statement. Kimberly-Clark’s “Ornaments on Parade” package designs for Kleenex® tissues are poised to make a
Avon’s New Packaging Initiative Calls for a Global Color Solution Ever since she started working for Avon Products, Andrea Jung, now chairman and CEO, has made it her mission
Packaging Demystifies the Martini By Rob Croft Progress can sometimes be defined as the elimination of something we don’t really need. For example, a “really good” dry Martini means
The Home Organization Struggle: How Package Structure Can Deliver Solutions By Ken Miller and Jim Warner Here’s an interesting contradiction. We’ve written exhaustively about the “on the go” lifestyle and how
Chili Sales Heat Up Thanks to Consumer-Focused Packaging By Dana Dratch What’s one recipe for catching customer attention? Add a new line of hot products and stir up some
Managing Packaging Workflow: A Seminar in Print for BRAND MARKETERS (part 4) (read PDF version, 500k) Our series detailing the brand manager’s role in managing packaging workflow concludes with
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