The power of structural design

The shape of a brand's packaging is a crucial factor in achieving two fundamental objectives - visibility on-shelf, and brand understanding.

the power of structural design

Gaston van de Laar andLianne van den BergWeitzel Claessens Product Consultants

Brand development increasingly stresses the importance of strong packaging. Its high contact frequency makes packaging the medium par excellence for brand communication. Normally, the focus is on creating solutions within the confines of the pack's current physical shape. Changing the pack shape its structural design has farreaching consequences and, given the costs of technology, distribution and logistics, requires considerable investment. It is not a step a brand owner takes lightly.

But pack shape offers excellent opportunities for strengthening...

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