Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

Abstract

The 'packaged' brand: Key text: Beatrice Warde - The Crystal Goblet Is packaging branding? What is packaging design? Branding and rebranding Audiences and sectors Purpose and intent Retail environments Bespoke to global Solo and range Propriety and own brands Monolithic, endorsed and unique Luxury and value Case study Student exercise: Neal & WA lf. Research and concept: Key text: Edward de Bono - Lateral Thinking Responding to briefs The design process Market research Concept generation Ways of thinking The promise Rethinking the expected (transformation) Case study Student exercise: Reinvention. Design approaches: Key text: John Berger - Ways of Seeing Visual shorthand Branding, language and colour Point of difference Personality Persuasion Humour and appropriation Protection, attributes and experience Case study Student exercise: Ritual. Form and elements Key text: Dieter Rams - Ten Principles for Good Design Form and design Shape and ergonomics Surface graphics Print finishing and materials Front and back of pack Case study Student exercise: Type and image. The future: Key text: Marshall McLuhan - The Medium is the Massage Changing retail environments Environmental considerations Ethics of packaging Case study Student exercise: Ecological.

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