Package Design and Creativity in Business-to-Business: The Best Packaging is No Packaging

It might sound like a bold take from a juror on LIA’s package design jury, but Prerna Mehra suggests that while package design should be bold and attractive, it’s the innovation in its purpose and afterlife that has led to stand out work this year, a theme which Amy Carvahal on LIA’s inaugural Creativity in Business-to-Business jury agreed with. She told host Chris Smith that the work that has her jury talking is how brands are considering the afterlife of a product, and then using that information to sell their product on.

Amy also said that Business to Business has a reputation of being boring, but in fact, “it’s a fascinating new category; what people are identifying and defining as B2B is so the opposite of boring.”Continuing she says, “we are able to allow businesses and brands to see untapped potential.”

Guests:

Prerna Mehra, Head of Design/Content Director, MullenLowe MENA, Dubai

Amy Carvajal, Chief Creative Officer, Code and Theory, New York

Credits:

Host: Christopher Smith, Co-founder and CCO, Plot Twist Creativity, Dallas

Producer: Sarah Knights, Eardrum

Music: Brian Yessian, Yessian Music

Manager: Laurissa Levy, London International Awards

Production Company: Eardrum