Ahead of the upcoming London 2012 Olympics and the Queen’s Diamond Jubilee, britishness has become one of the biggest trends on the market. Keeping up with this tendency, Molson Coors-owned Carling has launched the ‘Brilliantly British. Brilliantly Refreshing’ campaign, which is ramping up ahead of a momentous summer for the UK.
package design
Having been set 8 years ago in London by our today’s interviewee Nick Dormon, Echo is made up of an eclectic mix of people, backgrounds, insights and experience which best matches the challenges faced by brand-owners — there isn’t a one size fits all approach. Echo’s fresh, but intelligent approach combined with uncompromised values influenced the likes of Unilever and Molson Coors to choose Echo as their creative partner on some significant and long-term projects.
In the interview to Popsop Nick shares his insight on the importance of graphics and structural design as one entity, explains why ‘madness, magic and meaning’ are the core Echo’s values, and argues on the shift from designing for stand-out to meaningful branding.
Within the tightly formed battleground of the Portugese beer market, the Sagres brand had not been evolved to its fullest potential, and on-shelf the brand’s erosion of quality and national pride was a threat to one of Portugal’s most iconic beers. Could beer brand experts Claessens International give Sagres back its national pride and rebuild its emotional bond with consumers?
The article is written by Sara Jones, Creative Director at brand development and packaging design agency Anthem Worldwide, part of Schawk, Inc.
The power of packaging to tell a story and engage with consumers is sometimes undervalued. And yet when a product is on the shelf, sitting next to its rivals, this is the point when all of a brand’s marketing and advertising comes together; the moment of truth when the shopper’s choice will decide whether investment in the brand really worked. Even as more and more shopping shifts online, the product image will always be the last thing a customer sees before making their selection.