It used to be simple. You knew your brand's positioning, and packaging was about creating a sleek logomark, memorable design or cool marketing message to connect with consumers. That's no longer the case. Modern consumers are savvy and focus on living better, healthier lives and taking steps to save the planet. That means you now also have to take into consideration your industry at large and the broader impact of your product.

Foodvisor, a new Health Tech app, was created to help people eat smart so that they can feel better and live healthier and better lives. It is a highly advanced AI-powered food diary that provides automatic photo recognition and personalized nutritional coaching.

The recent recall of select canned dog food, as well as other pet food, has again put consumers on alert. In January alone, the U.S. Food and Drug Administration announced seven recalls — 15 if you count December 2018. In fact, 60 percent of pet parents are concerned about the safety of pet food, reports Packaged Facts (packagedfacts.com). 

ButterflyCannon has created the brand positioning, identity, naming and packaging design for Walgreens Boots Alliance’s new wellness range, a collection of three protein powders. MBody is targeted at women under 30 looking to live well and tone up, aiming to attract health-conscious women rather than the fitness fanatics.

Consumer focus on wellness, environmental impact and macroeconomic factors such as the growth of the middle class creating more disposable income are shaping the global packaging market, said Charles D. Yuska, president and CEO, PMMI, The Association for Packaging and Processing Technologies.