Brand Design Starts at the Drawing Board

Brand Design Starts at the Drawing Board

BUT IT DOESN’T END THERE, NOT BY A LONG SHOT

There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect...
Packaging Can Make or Break a Product

Packaging Can Make or Break a Product

THE BEST PACKAGING ADDRESSES A MYRIAD OF CHALLENGES

Good package design begins as an act of discovery, not a creative art form. The word “packaging” has several different meanings in commerce. It can apply to products or to services. The physical package that provides containment, protection, and merchandising for...
Cosmetic Packaging is Anything but Superficial

Cosmetic Packaging is Anything but Superficial

THE TOP 4 REASONS TO NOT JUST PUT IT IN A BROWN BOX

Cosmetic packaging is not only a shipping necessity; it is a vital aspect of marketing. Good cosmetic packaging causes excitement and anticipation in the consumer. With great cosmetic packaging, not only does your end-user identify with your product, your product...
Before You Start Packaging Design – PART 2

Before You Start Packaging Design – PART 2

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

Packaging design must be practical. In the early days at Barefoot Wine, we sold several shipping containers of 1.5 magnums of Sauvignon Blanc to our buyers in Japan. After the pipeline stopped, we found out that the big bottles would not fit in the small Japanese...
Before You Start Packaging Design – PART 1

Before You Start Packaging Design – PART 1

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

You may design a beautiful package – but what if it doesn’t fit on the shelf? Or it’s hard to get on a pallet? Or the people at the warehouses or stores or shipping companies are confused about the contents? What if you design a beautiful package without considering...
Your Brand is an Icon If …

Your Brand is an Icon If …

3 WAYS TO KNOW IF YOUR BRAND IS AN ICON, AND HOW TO MAKE IT ONE

There are lots of icons in our world today. We find them on our desktops, in our favorite YouTube videos, and in the marketplace. Icons are usually something, be it a person, object, or character. Icons represent defining characteristics of our culture and our world....
Good Logos are Simple and Relevant

Good Logos are Simple and Relevant

HOW DO LOGOS MAKE YOU FEEL ABOUT THE PRODUCT?

There are thousands of companies that will take your money to provide a logo for your goods or services. But before you pay them, you had better understand exactly who your market is and how your product or service will be delivered. Many logos are clever and...
Branding Strategy

Branding Strategy

MORE THAN A LOGO

Many people like to reduce branding strategy to a clever logo. I take a broader view. A good brand strategy includes answers to these questions: Is the brand readily available to the buyer now? Does it offer value to the buyer for a specific use? Is it unique? If the...