Branding Strategy and Packaging Design

A brand redesign for Michaels private brand, Creatology

A complex cross-category project with Finest Reserve by Our Family®

Contrast and Foster + Baylis join to create a unified global design agency

As consumers, packaging is something which we tend to take for granted. It protects and delivers the product we are purchasing, at times we keep it long enough to dispense the product and ensure its freshness.

The continuing fragmentation of consumer markets as a result of rapidly changing attitudes toward products and brands has forced companies to shift their approach to both product distribution and communications.

It is a fact of life that in any given category there can only be one leader, which by rights turns all other brands into challengers. Yet challenger brands are so much more than second best. For a start, one of their core qualities is their ability to give a sense of the people behind the brand. This human-to-human quality that shines through differs from the more traditional brand-to-consumer connection many major brands are built around.