Packaging protects, stores, and identifies products. Packaging is a primary means for communicating a brand and featuring the qualities of the product. The practice may involve both the structural aspects of packaging, as well as the image and text that explain the product and its use. Packaging can facilitate a marketing display strategy (for example, how stacked items appear on store shelves) or a service strategy (for example, how packaging supports self- delivery).
Rebranding King Arthur
Since its start in 1790, King Arthur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, baking mixes and tools, and an amazing library of free recipes and resources. The company, now a certified B Corp and 100% employee-owned, is beloved by its loyal following, but there are still many who are unfamiliar with the brand. The timing was right to update the name and logo to better reflect who they really are: a company of bakers who believe in the power of baking.
Chipotle's Anna Tou at 2015 AIGA Design Conference
At an agency, design is the product. So how do you build a design culture, find wins, and continue to evolve creatively when your company’s primary focus is something totally different? Like selling burritos, for example? In this video, Tou shares the ins, outs, ups, and downs of building an in-house design team.
Watch Packaging Talks
View past event presentations discussing packaging projects.
Outside the Box: Hand-Drawn Packaging from Around the World
By Gail Anderson
By Wendy Jedlicka
A Designed Life
By Charles Gute, Margaret Re, Eds.