Packaging the Brand

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.