The well-known Argentinean packaging designer Adrián Pierini, writes about how his specialty revolutionizes during mega sport events. He also shows the graphic resources the top brands use when they look for fidelity.
Nearly rectangular—but not quite. Trapezoidal boxes might seem like a pointlessly inefficient variation. They can be close-packed,
but only if they are stacked in an alternating, right-side-up /
up-side-down pattern. Which is maybe OK for shipping in some cases, but
unless the packages are designed for right-side-up / up-side-down
display—(See: Coffeine)—maybe not so useful for saving space on a store shelf.
Still, they make a remarkably dynamic impression. To the extent that
we’re accustomed to rectangular boxes, these packages create a near
optical illusion. Heroically photogenic, as if you’re looking up (or
down) at a tall building in perspective.
(Can you patent a polyhedral shape? After the fold...)
Choosing whether to compete in the global marketplace is no longer a question for companies that wish to remain on top. Over my 40+ years in the branding and design industry, marketers (and retailers) had the luxury of competing locally and nationally with the ability to closely monitor competitors’ strategies and the industry landscape. They had the advantage of targeting and communicating with consumers who shared their customs, language and norms. This limited playing field is no longer an option for marketers, or for us at CBX, a strategic branding consultancy that services them.