Packaging Innovation
packaging brand identity
April 21, 2017

Why packaging is the backbone of brand identity

Packaging is the backbone of brand identity. Yet, ironically enough, it seems packaging is going through somewhat of an identity crisis itself. Some argue that packaging is simply a part of the supply chain. Others feel whoever ‘owns’ packaging is neither here nor there. Udo Panenka, President of Esko, makes a strong case that packaging is the centerpiece of the consumer experience, and therefore inseparably tied to the origins of marketing itself.

Mr. Panenka’s full article is available at Brandingmag.