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Plain packaging in FMCG: How soft and hard power can future-proof brands

Plain packaging in FMCG: How soft and hard power can future-proof brands FMCG merchandising is about visually seducing the consumer at point-of-sale (POS). Products vie for consumer attention with loud, smart or innovative packaging, and the challenge is to build a shelf-defining visual identity. But what if that identity was stolen away? That’s the challenge facing big tobacco. Recent regulations …

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White space: brand problem, or brand opportunity?

White space: brand problem, or brand opportunity? The term “white space” can mean a wealth of different things. For designers, it’s a beautiful thing: white space on a page separates the elements, improves readability and creates balance. For brands, we believe “white space” has different connotations altogether, one of gaps in a brand’s portfolio. That might mean an entirely new …