IT USED TO BE SIMPLE. You knew your brand's positioning, and packaging was about creating a sleek logomark, memorable design or cool marketing message to connect with consumers. You could operate in a brand "silo" and continue with business as usual. Heading into 2020, that's no longer the case. Modern consumers are savvy and they are focused on living better, healthier lives and taking steps to save the planet. This means it is more crucial for brand owners to focus on a brand's "better-for-you" attributes. Innovative brand teams must take into consideration the industry at large, the broader impact of a product (including its ingredients), how it's made and most importantly, the packaging it comes in.
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