Laura Zielinski

In a drinks market saturated by sugary soft drinks and a bevy of alcoholic offerings, Seedlip is the first brand of its kind—a sophisticated non-alcoholic spirit.

Haven’t you always wanted to leave your competition in the dust? To keep an eye on them, but not really care what they are doing because your brand is so wildly successful? This doesn’t have to be a fantasy: Start thinking and designing on a vertical plane instead of a horizontal one.

Luxury brands know how to make people burn with desire, in slow smolders to intense flames. The thirst high-end companies create in customers makes them do what they can to attain merchandise, and thus share in the enjoyable image the brand presents.

tricorBraun partnered with Envirocon Technologies, makers of Austin, Texas-based Lemi Shine household cleaning products, to understand, explore and engineer a package that is unlike any other in its category.

One recent brand phenomenon shows others how to insert your company into customers' daily lives.

Does your brand offer the most requested present, and if so, how are you doing on its presentation? Plus, go stand in a yogurt aisle.

Brand owners know their vision for image and story better than anyone else. After all, they created the company and poured themselves into the products. But brand building can’t exist in a vacuum—in a healthy scenario, input comes from a variety of sources.

P28 Foods is a high-protein food company founded by three brothers who are third-generation bakers. Mike, Chris and Peter Christou launched the brand after deciding they wanted to get in better shape.

Taking risks with your packaging and stepping outside of category norms are scary brand moves. Playing it safe with design and messaging may feel comfortable, but what brand has ever created an impassioned, excited following with a middle-of-the-road strategy?

For 22 years, Goose Island has fanned the flames of desire among its customers by releasing only a limited quantity of a beer variety on Black Friday. While many flock to shop, beer lovers stand outside for hours and sometimes days to get their hands on the year’s Bourbon County series.