A brand’s identity extends far beyond a logo. Its overall appearance, and the way it makes a consumer feel every time he or she interacts with a touchpoint is important. Those touchpoints and experiences should work together to convey a singular, holistic belief.
Packaging is one of the most important touchpoints. In many cases, it's the only thing consumers can rely on to find the right product, but its job doesn’t end there. It should continue the dialog into their homes and be memorable enough that they can find it on their next trip to the store.