Brand Incarnate

I had a professor who was convinced packaging design wouldn’t matter as more and more products were bought online. If everything is delivered in a brown cardboard box, who cares?

This cardboard revolution hasn’t quite come to be (thank goodness for now, otherwise I’d be out of a job), but his point is worth considering.

But that fact remains that packaging is the physical manifestation of most CPG brands, the brand incarnate. What is Coca Cola without it’s red can?