Mark Gerardot is a branding consultant for food, beverages and consumer products
Bringing new products to market with engaging brands and package design.
We approach consumer product packaging design not as a box, a bag, a bottle, or a label, but as an important part of a larger and consistent brand strategy. Product package design is just one cog in the brand wheel, but one that can make a huge impact on consumer choices. What is the main mission of package design? Get noticed among thousands of other products and win the heart and minds of the consumer. But package design and package designers answer to a higher calling — to be honest and to meet the expectations and needs of consumers all the while maximizing profit for both retailers and manufacturers. As responsible packaging designers, we feel an obligation to protect the environment and to educate clients about sustainable design practices and the importance of minimizing waste through innovative packaging design.