As consumers, packaging is something which we tend to take for granted. It protects and delivers the product we are purchasing, at times we keep it long enough to dispense the product and ensure its freshness.
The New Frontier of Packaging
The continuing fragmentation of consumer markets as a result of rapidly changing attitudes toward products and brands has forced companies to shift their approach to both product distribution and communications.
The Nature of Sustainable Packaging
Whilst packaging is one of the largest industry sectors in the world, biodegradable packaging represents a meager percentage of this colossal market. Over the last decade however the global biodegradable packaging industry has finally seen a shift in paradigm and is now moving towards efficient and advanced packaging.
The Art of Competing as a Challenger brand
It is a fact of life that in any given category there can only be one leader, which by rights turns all other brands into challengers. Yet challenger brands are so much more than second best. For a start, one of their core qualities is their ability to give a sense of the people behind the brand. This human-to-human quality that shines through differs from the more traditional brand-to-consumer connection many major brands are built around.