Effective packaging
This article is part of a series of articles from the WARC Guide to effective packaging. Read more.
The context for sustainable packaging development
For the last century, developments in packaging design have largely been characterised by evolutionary – as opposed to revolutionary – change. The brands we have today look surprisingly similar to how they did decades ago.
There is a good reason for this. Brands have invested heavily in their assets, to make them distinctive and instantly recognisable to potential customers so they are more likely to be selected in store. Procter & Gamble...