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April 12, 2017


There are many elements to consider when thinking about where the future of pack design may go from here.  Our belief is that it is in the hands of those activist brands who refuse to rest on their laurels.


These brands take their challenges by the horns and face into the wind – let’s see how many cliché lines I can make apply here – but seriously… remaining relevant and ahead of the competition is no mean feat in such an overpopulated sensory overload of packaging.  It takes an activist attitude and commitment, to bring to life the nuances of what makes a brand what it is.  Being bold enough to make the daring choice to redefine the language of premium packaging is one step in the right direction.


We have had the privilege of working with these kinds of clients, the results always exciting. Partnering with open-minded and ambitious clients is a rewarding process, with emphasis laid here on “partnering”.  Working to build valued and reciprocal relationships is one of the core building blocks on the road to successful project outputs.  The competitive market of pack design and CPGs requires bold statements to be made, and a strong partnership between client and agency helps to instil confidence in efforts to take the road less travelled and differentiate from the competition.


It is said that the future is what we make of it, and although clichés can go down like smelly cheese – there is validity in their sentiment. Will retailers take on the challenge of redefining what premium means to their consumers?

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© The Cabinet 2017 | Atlantic House, 351 Oxford Street, London, W1C 2JF