The 'packaged' brand: Key text: Beatrice Warde - The Crystal Goblet; Is packaging branding?; What is packaging design?; Branding and rebranding; Audiences and sectors; Purpose and intent; Retail environments; Bespoke to global; Solo and range; Propriety and own brands; Monolithic, endorsed and unique; Luxury and value; Case study; Student exercise: Neal & WA lf. Research and concept: Key text: Edward de Bono - Lateral Thinking; Responding to briefs; The design process; Market research; Concept generation; Ways of thinking; The promise; Rethinking the expected (transformation); Case study; Student exercise: Reinvention. Design approaches: Key text: John Berger - Ways of Seeing; Visual shorthand; Branding, language and colour; Point of difference; Personality; Persuasion; Humour and appropriation; Protection, attributes and experience; Case study; Student exercise: Ritual. Form and elements; Key text: Dieter Rams - Ten Principles for Good Design; Form and design; Shape and ergonomics; Surface graphics; Print finishing and materials; Front and back of pack; Case study; Student exercise: Type and image. The future: Key text: Marshall McLuhan - The Medium is the Massage; Changing retail environments; Environmental considerations; Ethics of packaging; Case study; Student exercise: Ecological.
Packaging the Brand: The Relationship between Packaging Design and Brand Identity introduces readers to this most overtly commercial area of graphic design.
Gavin Ambrose is a practising graphic designer whose client base
includes the arts sector, galleries, publishers and advertising
agencies. He has written and designed several books on graphic
design, branding and packaging.
Paul Harris studied at the London College of Communication and has
gone on to become a freelance writer and editor. His work has
appeared extensively in magazines and journals on both sides of the
Atlantic, including style bible Dazed & Confused.
Packaging the Brand digs deeper by putting the subject in its
specific context and perceiving it from different angles.
Beautifully illustrated with designs that achieve a highly
effective outcome through maximum creative input.
*Boy Bastiaens, www.stormhand.com*
I think the books you produce really are some of the best
available. There aren't any other books I know of that showcase
great 'real' industry brand work that's relevant to the kind of
projects that most designers work with every day.
*Lee Bennett, Head of Design, Propaganda Ltd*
This is a very comprehensive book and quite different to other
packaging books out there. It is very much based around concept,
idea generation and branding. To me, this is a book that you buy to
actually read, as opposed to looking at pictures. A unique book
well worth the read for industry professionals and students.
*Sarah Jones, RMIT, Australia*
A useful book that documents the entire creative process from
concept to disposal. Prepares students to meet the design
challenges of contemporary markets.
*Hilary Turnock, University of Sunderland, UK*
This book is a good reference publication for Year 2 and 3 design
degree students as it explains in a clear and succinct way the
processes involved in creating dynamic and innovative packaging
solutions. Excellent use of supporting imagery to accompany the
text, which will be appeal to design students and will also help to
explain processes and terminology more effectively, rather than
including many, many pages of text.
*Simon Gomes, University Centre Doncaster, UK*
Fantastic book. There are few texts that explore the relationship
between packaging and branding. There has been a rise in interest
in this subject within our students and this book will be
invaluable for them to understand the strategy and concept behind
the packaging of a brand identity, is not just to place a logo on
it, but produce a piece that communicates the brand philosophy.
*Andy Ellison, Nottingham Trent University, UK*
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