Simply slapping a logo onto a pack is a dangerous game- this appropach can jeopardise a brand's integrity, resulting in confused or alienated consumers.
Oh dear, oh dear. The nation is in shock. Twitter is aflame. Something terrible has happened… Mondelez has messed with the iconic Cadbury’s Crème Egg.
We've collected some of our favourite examples of Christmas packaging from last year's festivities.
Britain's creative industries are renowned world-wide, so why is our education secretary undermining the importance of creative subjects in our school system?
Only 8% of those who make new year's resolutions stick to them, and those who don’t are most likely to abandon them after just one week. At ECHO we believe that success begins and ends before the clock strikes midnight.
After the outcry caused by the 2013 horsemeat scandal in the UK, we asked our intern, Emily, to investigate how you would brand a horse product. We chose frozen burgers, a category popular with consumers looking for great value, high protein and cheery branding. We were careful to avoid a premium provenance-focussed, game-esque brand – that was too easy.
2014 has been an exciting year. We've had royal babies and a world cup; we've landed on a comet and ECHO has moved to a brand new office: plenty to celebrate! And with the new year fast approaching, the time is ripe for speculation- which fads are soon to be passé? And what emerging trends do we expect to make their way further into the limelight next year? What's hot? And what's not?
Kiss the Moon, a sleep brand specialising in night-time beauty products, has launched its range of 100% natural beauty oils with packaging designed and created by ECHO Brand Design.
The best ideas, the most exciting innovations and the greatest designs are created when agencies and clients work openly together.
Don't miss a trick- online retail gives brands the space to communicate functional and emotional benefits on a scale that is simply not possible on shelf.
A family can use handwash dozens of times every day- so why don't we care more about it?
THE DEMISE OF THE DISPOSABLE SOCIETY- Light-weighting and recycling consumable products are ultimately not the only solutions to waste elimination. We need to move from a disposable society to a retention one by developing high quality durable products that consumers will want to keep for a long time.
There's one meaning that semiotics doesn't seem to be able to unravel. Much to my frustration.
The time has come to create branded content designed specifically for the digital retail space.
To the horror of the rest of the world, Burger King Japan is rolling out an entirely black burger: black bun, black sauce- even black cheese.
Brand design artwork is the unsung hero of the design chain, yet the consequences of print oversights can be commercially devastating. So next time you’re thinking about the value of your agency’s production team, consider these 4 reasons why they could be your most (under-) valued brand guardian.
ADVOCACY OVER ADVERTISING- The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.
They say that big is beautiful. But there’s no doubt about it; in the world of FMCG, packs are definitely getting smaller.
A differentiated physical presence could add a competitive depth to any brand.
For some, shelf-ready packaging is not a priority. But there are others who view it differently, believing SRP works well with pack design. By Simon Creasey, Packaging News.