Establishing Identity
"That allows us to have a contingency for that element and say, 'Okay, that's great. The corrugated is not going to have that image, but we'll flood it with color,'" Hosa explains. "That's how we're going to relate what is inside that corrugated carton."
Consistency in branding is also important when launching a new product or package in an already well known product line. Lucas says that when Oreos celebrated its 100th anniversary, the packaging was effective because it was both fresh and familiar at the same time.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
