Thinking outside the bottle
It is the experience of a particular product which appeals to the consumer, according to Rik Olthof of international branding and packaging design consultants Claessens Cartils. He adds: “Branding used to be about information and, more recently, about identification. Nowadays, ‘experience’ is a new dimension that brand owners create with their packaging. It is not the ‘bling’ effect that creates brands, it is the brand’s ability to surprise and inspire, underline the consumer’s identity, and create an emotional atmosphere that is worth sharing”. Innovative
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