What is brand packaging?

A branding strategy that contemplates the point of sale as a definitive decision point in the purchasing process and consequently, defends the importance of packing as a guiding element.

This approach, coined by the Argentinian Diego Giaccone aims to solve a certain design trend, which is too preoccupied with appearance, and forgetful of actual brand needs, which in the long term leads to generic presentations. The objective of brandpackaging is therefore to ensure that the appearance of the product fits its desired positioning, dispensing with any additional information; and to achieve this it requires the joint participation of other departments who must collaborate in the strategic brand creation process.

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