Packaging the Brand

Gavin Ambrose is a practising graphic designer whose client base includes the arts sector, galleries, publishers and advertising agencies. He has written and designed several books on graphic design, branding and packaging. Paul Harris studied at the London College of Communication and has gone on to become a freelance writer and editor. His work has appeared extensively in magazines and journals on both sides of the Atlantic, including style bible Dazed & Confused.

Packaging the Brand digs deeper by putting the subject in its specific context and perceiving it from different angles. Beautifully illustrated with designs that achieve a highly effective outcome through maximum creative input. Boy Bastiaens, www.stormhand.com I think the books you produce really are some of the best available. There aren't any other books I know of that showcase great 'real' industry brand work that's relevant to the kind of projects that most designers work with every day. Lee Bennett, Head of Design, Propaganda Ltd This is a very comprehensive book and quite different to other packaging books out there. It is very much based around concept, idea generation and branding. To me, this is a book that you buy to actually read, as opposed to looking at pictures. A unique book well worth the read for industry professionals and students. Sarah Jones, RMIT, Australia A useful book that documents the entire creative process from concept to disposal. Prepares students to meet the design challenges of contemporary markets. Hilary Turnock, University of Sunderland, UK This book is a good reference publication for Year 2 and 3 design degree students as it explains in a clear and succinct way the processes involved in creating dynamic and innovative packaging solutions. Excellent use of supporting imagery to accompany the text, which will be appeal to design students and will also help to explain processes and terminology more effectively, rather than including many, many pages of text. Simon Gomes, University Centre Doncaster, UK Fantastic book. There are few texts that explore the relationship between packaging and branding. There has been a rise in interest in this subject within our students and this book will be invaluable for them to understand the strategy and concept behind the packaging of a brand identity, is not just to place a logo on it, but produce a piece that communicates the brand philosophy. -- Andy Ellison, Nottingham Trent University, UK

• The 'packaged' brand: Key text: Beatrice Warde - The Crystal Goblet; Is packaging branding?; What is packaging design?; Branding and rebranding; Audiences and sectors; Purpose and intent; Retail environments; Bespoke to global; Solo and range; Propriety and own brands; Monolithic, endorsed and unique; Luxury and value; Case study; Student exercise: Neal & WA lf. Research and concept: Key text: Edward de Bono - Lateral Thinking; Responding to briefs; The design process; Market research; Concept generation; Ways of thinking; The promise; Rethinking the expected (transformation); Case study; Student exercise: Reinvention. Design approaches: Key text: John Berger - Ways of Seeing; Visual shorthand; Branding, language and colour; Point of difference; Personality; Persuasion; Humour and appropriation; Protection, attributes and experience; Case study; Student exercise: Ritual. Form and elements; Key text: Dieter Rams - Ten Principles for Good Design; Form and design; Shape and ergonomics; Surface graphics; Print finishing and materials; Front and back of pack; Case study; Student exercise: Type and image. The future: Key text: Marshall McLuhan - The Medium is the Massage; Changing retail environments; Environmental considerations; Ethics of packaging; Case study; Student exercise: Ecological.