Packaging Your Brand's Personality

In The Visionary Package, branding and packaging consultants Herbert Meyers and Richard Gerstman argue that package design is the same as the branding of products and product lines (Palgrave, New York, 2005). This picks up from an idea first proposed by the late package designer Walter Landor in the middle of the last century.

According to Landor's daughter, Susan Landor Keegin, "Walter's overriding view was that everything you project into the world goes toward creating your brand. Each little piece is of equal importance, equal weight, and has to be appropriate to the audience it is reaching or the message it is trying to promote." Keegin adds, "The idea of branding the whole line started early. It was logical to him."