Building brands up from packaging outward

9 May 2013

Brands are often the most valuable asset of a company. Think Coca-Cola, Apple, Fonterra.

This is the world in which the Dow Design Group operates and excels. “For us,” says Annie Dow, “ ‘brand’ represents the very essence of a company and it’s why we strive for creating strategic awareness for our clients – the ability to articulate to the consumer what it is that makes their product better than that of the competition.’

“So we are especially heartened to see that the The Dieline’s upcoming Package Design Conference in San Francisco (June 23-26) will be focusing on the critical premise that brand strategies are now being built ‘from the package outward’.”

The blurb for The Dieline conference makes this point very strongly. It says ‘In a major shift, brand expression is centering in the package design, “architecting” all brand touch points, and that successful brand managers and designers understand the value of starting with the packaging first.’

“This is music to my ears as it’s the very reason for Dow’s existence. It is the way we have always and will always approach every assignment.”