The Role of Packaging in Branding

Brands seem to be increasingly interested in concepts like distinctive assets and also playing with packaging. From your perspective, what are some of the good examples you've seen elsewhere that show how this can be done? Will: There's a few brands that do it quite well around Christmas time. In terms of a long timeframe for a brand, in terms of a refresh, smaller is better. So we've had colours that have been changed on pack and brands lost 40% of sales within a six month period.