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Brand strategies are now being built from the package outward. In a major shift, brand expression is centering in the package design, architecting all brand touch points.
- Teach package designers how to consider the role of design in improving sales of a product and tactics for creating meaningful differentiation. There are plenty of beautiful designs out there, but few reinvent the perceptions of product benefits or pay off by shifting cultural ideology.
- Provide package designers with the language and tools needed to convince decisionmakers that their design is truly communicating to the brand target. Our goal is to go beyond presentations about geeking out on typography or what colors are in this year.
- Inspire in the form of fantastic work from packaging industry experts, tips on effective processes and advice on successfully reinventing brands. We will elevate the role of package designers beyond craftsmanship discussions, and have more talks about becoming more influential and in demand.
- Celebrate excellence at the The Dieline Package Design Awards, the prestigious annual worldwide package design awards competition.