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Packaging the Brand: The Relationship Between Packaging Design and Brand Identity (Required Reading Range)

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Welcome to Packaging the Brand, a book that will introduce you to the design and creation of packaging as it forms part of the product branding process. This book aims to explore the many different ways by which brands come to be packaged and to consider the design processes that are undertaken to achieve this. Packaging and branding are sometimes treated as separate disciplines, with packaging being primarily about how a product is protected and contained, and branding about how a product’s characteristics will be communicated to consumers. Yet, if we take a closer look, it quickly becomes obvious that these disciplines are in fact very much entwined.

Packaging and its design has come to play an increasingly prominent role in the branding exercise as the scope and extent of branding has grown; it is no longer merely concerned with the need to contain and protect a product. Packaging has become more sophisticated as a result and today plays a key part in the brand communication process; for many product groups, packaging has become a fundamental element of the brand statement, if not the defining one.

Packaging the Brand will provide you with a comprehensive insight into the packaging design process, from initial research to developing brand concepts and the brand message, through to execution of the design idea and fi nally, production of the packaging itself. The book uses real examples commissioned from contemporary design studios to give you valuable insights into how the exciting process of packaging design takes place in practice and to show you the social and cultural variations that exist around the world.
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