1. Nordur Salt Crafted Packaging

    I’ve written frequently on the subject of so-called ‘craft’ brands springing up everywhere. According to packaging design website The Dieline, such brands are harnessing a trend towards ‘visual authenticity’ in their design language. The Dieline’s founder Andrew Gibbs coined this term recently and defined it as: ‘a real, trusted, human connection to the products and…

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  2. Kiehl's Fathers day shop window display

    It will soon be ‘Father’s Day’ again, that time of year when kids and adults alike are forced by the marketing machine of the greeting card and gift industry to buy something for their Dad. This means that the shops and the internet are stuffed to the gunnels (look it up) with products that are…

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  3. Beer Packaging on Shelf

    Showing yet again why they are the UK’s most exciting and fastest growing drinks brand, last year Brew Dog transformed their 7 year old ‘punk rock’ labels to something almost completely different. They went from ‘rebel’ to pillar of the (craft beer) establishment overnight and got away with it. So put down your business-school books…

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  4. Kornuit, Grolsch and Brouwerij 't IJ Beers at the supermarket

    Five years ago I coined the term ‘the little guy’ to define an important shift in branding. Typified by innocent, this term referred to the phenomenon of brands who re-established the connection, severed perhaps a century ago, between producer and customer. Fuelled by the explosion of choice facilitated by the internet, and the explosion of…

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  5. Several Cider Brands on a Supermarket Shelf

    Logos are not words, they are symbols. The combination of the word and its meaning, exactly how it is written, and how you choose to frame it, is usually the most powerful signal a brand can send. But why stop there? Too many packs consist of a tired formula: Logo, descriptor and product shot in…

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