Brand Packaging

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My father-in-law wears a pair of well-worn overalls to do chores on his Colorado hobby farm. The horses, sheep and his dog Cassie don’t seem to mind. But I mention it because the frayed garment represents a philosophy he’s always followed and imparted on his kids and, now, me.

Perception Research Services fights the temptation to “art direct” and, instead, offers a different interpretation of what went wrong and why.

WhiteWave’s packaging is good for the earth and good for business.

For Hershey’s global design leader, the “brand idea” is the heart of the work.

HP finds its pace with new consumer brand strategy.

First Juice finds its niche with an organic juice for toddlers packaged in a spill-proof, re-usable bottle.

Preserve CEO Eric Hudson shares his vision to make stylish, eco-friendly products- and preserve resources and encourage recycling at the same time.

Holistic design is making its mark on Coca-Cola’s billion-dollar brands.

Let the stories of these six consumer packaged goods professionals-our BrandInnovators 2009-spur you on. In various roles, they’ve incorporated sustainability into package development, elevated design’s role in staid corporate settings, unified a portfolio through a redesign and created packaging that’s connected consumers with a fledgling brand. Their successes are a testament to keeping packaging at the forefront of brand marketing.

Global personal care brand Rexona turned to Argentinean design firm Pierini Partners to create new packaging for the introduction of Invisible, the first men’s antiperspirant formulated to control underarm white spots.