Packaging Design

Walk down any retail aisle and the premium product is often identifiable before a single word has been read. It is the one with room to breathe. Budget competitors pack every centimetre with claims, badges, bursts, and bold colour. The product with the higher price tag…

Typography on packaging is treated by most brand teams as an aesthetic decision nested within the broader visual identity conversation and by most designers as a craft decision reflecting their training and creative preferences. It is actually a performance decision whose…