In the past, the most important purpose of the packaging was to protect the product during shipping and storage.
In a world where choice on the shelf was limited and the online distribution channels did not compromise the dominance of the offline channels, the functional role of the packaging was to be a strategic and differentiating tool, capable of clearly communicating product's properties, with a colour and design that made it appealing to consumers.
Today, not only has the strategic role become increasingly important but also its functional role has gained new significance.
How do you evaluate the success of branding project? If its ultimate goal, in a nutshell, is to create value for a company, then there are many aspects that come into play when evaluating it: economic, commercial and marketing ...
Often, however, what differentiates a good branding project from a great one is the quality of the design, and how something beautiful has been created through that design. Because design, in all its aspects, is a solution to a problem that combines form and function.
If the numbers, sales performance and marketing objectives are measurable data, then the form and aesthetics may seem like concepts which are subjective to personal tastes and to the styles of each historical period, so more difficult to evaluate.
In the world of branding, and in design more generally, there are awards that seek to judge the value of the projects and to reward the best. Each award has its jury, its rules and its objectives. Participating in these competitions is a way to get specific professional feedback on the design themes that each project is expressing.
As well as gaining prestige for the agency and customer satisfaction, the prizes won are a source of gratification for the whole working team. Because these projects are all about passion, commitment, dedication and attention to detail. Winning a prize is undoubtedly a nice reward for the efforts made to achieve this.
Discover the Olio di Piave project
After a degree in Science and Biology, her appetence for brands and creativity drove Stéphanie to turn to Marketing, keeping her natural analytic mind and strong ability to think and organize.
At the symbolic Judgement of Paris in 1976, two Californian wines came top in a high-profile blind taste test ahead of some of the finest Bordeaux grand crus. Since then, the world of wine has become truly internationalised and the wine codes previously established by the biggest French designations have undergone significant change.
Una Bray is Irish and has a very international background with experience in Ireland, in Switzerland and in the Netherlands. Una has recently joined CBA as Group Account Director taking on the responsibility of leading the team of Account Managers in the branding and packaging division. Graduated with a Bachelor's degree in Commerce and Marketing from the University of Limerick, Ireland.