Brand Management - Design

The rise of augmented reality has provided brands with an opportunity to interact with consumers by combining the digital and physical worlds into a truly memorable experience. Phantom Wine is one example of a brand embracing augmented reality, integrating it into its packaging, and gamifying the product usage experience for the consumer.

The AICC 2019 Annual Meeting will feature two opportunities specifically for packaging designers. A one-day training program called "Practical Innovation in Package Design" will include expert insight into the latest packaging design trends and challenges. Meanwhile, the Independent Package Design Competition will feature categories for corrugated, folding carton, and rigid box packaging.

The importance of wearing sunscreen on a hot summer day is well documented, but it's not always so easy to apply it to hard-to-reach places. Recognizing this consumer pain point, Neutrogena developed its FullReach packaging design, which helps provide an evenly distributed amount of sunscreen — wherever it's needed.

More than 550 attendees visited Nashville, Tenn., for the 28th annual EskoWorld. The event's theme of "Packaging Connected" was evident throughout the three-day affair, which highlighted how Esko tools are utilized throughout the entire packaging supply chain.

With the cannabis industry’s growth, brands are in need of partners that can balance regulations and innovative design.

Independence Day is this week and to celebrate, this week's episode of POW! features packaging that embodies the American spirit: Budweiser's limited-edition release of the new Discovery Reserve American Red Lager.

To celebrate our rebranding as Packaging Impressions, the first issue under our new name will feature a cover tip that celebrates our past and looks ahead to the future. Read on to find out how the piece was produced utilizing Komori offset printing and digital embellishments from MGI.

As consumers continue to have sustainability as a top-of-mind priority for the products they buy, brands have had to consider their approach to packaging. The Dreaming Tree Wines is an example of a brand that has made environmentally-friendly packaging part of its mission, incorporating a recycled label stock and a lightweight bottle.

This week's episode of POW! demonstrates how an in-store display and packaging can work together to attract consumers and lead them toward a purchase.

The pet food market segment has demonstrated rapid growth recently, making it challenging for brands to stand out to discerning consumers. But through the use of regionally-inspired imagery, the packaging for Bark's Snacks That Give Back makes for an irresistible purchase for consumers who want to give their pets a taste of local flavors.