The Dieline Conference

Tuesday, May 13

3:15 pm – 4:15 pm

Packaging is Strategy

Ballroom A   Level 3

Hear how companies can use packaging as a powerful strategy to build iconic brands in this in-depth session with Base designer Min Lew. You’ll be inspired by Base’s approach to the design process from a strategic/brand mindset perspective. While packaging is all too often underappreciated and underutilized, Min will share how Base has successfully dealt with this issue and share their approach to branding. She will also share real-world examples of how Base has worked to build and reposition brands, and even re-instill pride internally.

3 Main Take-Aways:

  1. Learn to approach your work by viewing packaging as the brand ambassador.
  2. Get an insider’s take on doing the “leg work” for packaging.
  3. Appreciate that strategy follows positioning—which may or may not include a heavy emphasis on packaging.
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