Structural packaging design: Building and protecting brand value

The structural design of packaging, which embraces the shape, texture, materials and product delivery capability of a pack, is becoming increasingly popular as a way of differentiating products, protecting them from copycatting, and adding consumer benefits through improved product delivery and conservation. This paper will argue that it is through the structure of its packaging that a brand's true expression is developed and that, although still considered expensive, this is a route that can reap strong benefits for manufacturers. In addition, new developments in technology and packaging materials are constantly adding possibilities to the design process, and reducing production costs.