Brand Management - Design

Golf season is in full swing! With 2019's first major tournament teeing off this week, today's episode of POW! features an eye-catching example of golf ball packaging from Callaway.

Baseball season is officially in full swing, with several parks across the country celebrating their Opening Days last week. With 2019 marking the 100th anniversary of Jackie Robinson's birth, Budweiser has unveiled a campaign celebrating Robinson's legacy, featuring eye-catching packaging adorned with his iconic No. 42 jersey number.

When browsing the aisles for a bottle of wine, consumers will often have a specific style in mind and a price point they want to adhere to, but are not necessarily driven by the specific brand. That's why an eye-catching label is so important. This week, we're highlighting the incredible labels adorning the Freakshow wine series, produced by Michael David Winery.

Whether you're at the movie theater, around a campfire or lounging on the couch, popcorn is often the perfect munchable to accompany the experience. Popcornopolis, a producer of a variety of gourmet popcorn, has been a leader in the ready-to-eat popcorn category, and this digitally printed corrugated box presents an eye-catching display to consumers in the snack food aisle.

As digital printing continues its rise throughout the industry, printers and converters are helping brands see packaging in a new light.

Though digital printing is still in its infancy in flexible packaging, this digitally printed pouch for Three Farmers roasted chickpeas provides a great example of how digital technology can enhance the consumer's experience with the brand. Produced by Inland Packaging, this pouch contains a traceability code that allows consumers to track precisely where the product came from and when their chickpeas were harvested.

Taking embellishments to the extreme, Gillette's Venus Swirl razor is a showstopper in the personal care aisle. Produced by Control Group of Norwood, N.J., the package features an array of metallics and a custom blend of glitter. But the true highlight of this impressive package is the use of a Fresnel lens, implemented on the image of the razor handle to represent the Gillette FLEXI BALL.

The Flexible Packaging Association announced the winners of its 63rd Annual Flexible Packaging Achievement Awards Competition. This year, 54 packages were submitted in the competition and 14 packages were honored with 26 Achievement Awards in various categories.

On this week's episode of POW! Sara recounts a recent grocery shopping experience where a radiant display of packaging stopped her in her tracks. Pukka's line of organic teas utilize vibrant colors and illustrated graphics that communicate themes of nature and relaxation. Additionally, on-pack sustainability information ensures the environmentally-conscious consumer they are making a responsible purchase.

Consumers are increasingly seeking out products from craft, boutique and artisanal brands, whose packaging needs tend to differ from their larger CPG counterparts.