The state of packaging today
Packaging has been a major concern for companies within the FMCG industry for some time now. Shelves everywhere are stocked full with all kinds of designs, shapes styles and patterns, You just have to shop in Boots to see what is going on. We now have a whole visual landscape of mess where one brand is trying to stand out against another.

A new kind of packaging
With shelving the way it is today we need to look at new ways to create brand awareness. If you take head & shoulders as an example, every pack screams at you, but when walking down an aisle it merges into one, that's because the design on the bottle has been designed in isolation, and shelf brand prominence hasn't been considered, of course, it helps if you've spent lots of money on TV advertising over a long time.

Rareform
We believe that too many agencies create packaging to conform to lab tests that only go to show that the un-initiated have an opinion. We do however strongly believe in doing lab tests, but we feel that it is important to know what to gleam for these tests. After all, the designer has been watching the design market for many years and should instinctively know what will work in tomorrows market.