Packaging: why creative and structural design must be connected

When it comes to packaging, one of the biggest challenges for brands is fragmented agency relationships. Aside from the admin load and multiple handoffs this creates for marketing teams (all amplified in an era of remote working), there are numerous technical and operational stumbling blocks that it creates. A frequently seen example is the disconnect between concept or creative design on the one side, and structural engineering and manufacturing execution on the other. This is often down to how internal departments themselves have historically been segmented; creative design might sit with marketing, while translation of that design into an actual package, and the manufacturing of that package, might lie with operations. At first glance, that might seem sensible. But on closer look, there’s a lot that can drop between the two, especially when they’re not in the same building, let alone sitting next to each other.

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Written by The Drum

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