A brand is established more effectively with the right packaging design!

The importance of the right packaging design in building a brand cannot be overemphasised. At this year’s Top Packaging Summit by Packbridge, we will be presented with a number of great examples of this by speakers from well-known design agencies.

Jesper von Wieding is Strategic Creative Director at the design company Pearlfisher in Copenhagen. During a long international career he has worked in agencies in Stockholm, Paris and San Francisco as well as Copenhagen. He has also worked with major brands such as Carlsberg, LEGO, Nestlé and Unilever. In his presentation he will give us a number of case studies from both small and large companies. One of the smaller ones is ASK Øl, a Danish microbrewery. What is required from a design standpoint in terms of branding and appearance on the shelf when you want to break into this competitive market?

A larger company is the Japanese restaurant chain Wagamama, for which Pearlfisher created a revolutionary new look that helped establish the chain as an icon on the high street in terms of takeaway food. This involved ensuring that the consumer could take home everything that characterised the restaurant – the experience, taste and aesthetic values – and in a convincing manner.

How can packaging design both look good and do a good job? That is the question posed by Ameilie Brock from Amore Brand Identity Studios.

“We are here to make a difference”, she says.

“Through the power of the idea and design we clarify feelings and create positive change. We ensure that our clients are progressive and make choices that lead to something better.”

According to Amelie this is a creative challenge which requires close collaboration to build a brand and create a design that really works.

“We believe that brands and business are some of the most powerful forces in creating a meaningful impact on our world.”

Amelie Brock will develop these themes further at Top Packaging Summit by Packbridge. Together, under the theme of “Design & Convenience”, Jesper and Amelie will demonstrate the importance of companies going beyond their own walls and working with creative design agencies. At the end of the day, it is a price worth paying.

The moderator at Top Packaging Summit by Packbridge will be Susanna Bill, who is an innovation and creativity advisor. Susanna is also a passionate cook who participated in the Swedish version of Master Chef on TV.