Be Heroes

Interacting with the product is also critical. "We buy the competition," says LiBrandi. "We basically analyze the purchase, trying to understand what the consumer is going through, what they have to do to get in front of our package, and learn what the drivers are behind them making the purchase decision. Once we have all that together, we place it into a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis that ends up defining what we believe the opportunities are for design and what recommendations we would make going forward. That turns into our design brief."