Brand development increasingly stresses the importance of strong packaging. Its high contact frequency makes packaging the medium par excellence for brand communication. Normally, the focus is on creating solutions within the confines of the pack’s current psychical shape. Changing the pack shape – its structural design – has far reaching consequences and, given the cost of technology, distribution and logistics, requires considerable investment.

It is not a step that the brand owner takes lightly. But pack shape offers excellent opportunities for strengthening a brand, provided it is done well. Claessens Product Consultants has researched the significance of structural design in reinforcing brand presentation. The article looks into this study and explains how structural design can have added value for both the pack’s visibility and its powers of persuasion.