Brands exist in our heads. You can’t see them, touch them, smell them or hear them. And they are much more than the visual expression of the brand through its…

With the average purchase decision process in the supermarkets taking just ten seconds, packaging has to communicate extremely quickly and effectively with the inherent ability to create an ‘instant dialogue’ with a potential purchaser.

So how does packaging influence consumer purchase behaviour? If it’s a regular buy, the packaging shape, form and colour act as visual shorthand, enabling the consumer to quickly identify their favoured product on shelf.

With anything between 25,000 and 60,000 product lines in a multiple retailer store, every product category is super-competitive.

Many businesses do not have uniquely, differentiated products, so audience attraction through product and brand standout is key – and whilst in past decades the marketing mantra was ‘communicate what the product is’ and ‘do this in an engaging way’, this no longer works in the hyper-competitive marketplace of today.

Going back to my ad agency days in the 80’s, there was a clothing brand that I aspired to be able to buy, as for me it encompassed all the…

Insight and ideation are key disciplines in identifying opportunities for true food and drink product innovation. With every food and drink category hyper-competitive, investing in me-too products  or simply looking…

A visit to any mainstream retailer demonstrates just how crowded every product category has become and how, now more the ever, impactful and effective packaging design can enable a brand…

After nearly two years of disruption, the pandemic changed the way we shop for ever. It altered not only what we buy, but how we buy. Big purchases now require…

I often chat to brand owners about the crucial role of a disruptive brand, engaging design and conversational communication – all of which combine within the packaging presentation to deliver…