Strategy

The Importance of Process in Packaging Design

Great packaging design isn’t just about creativity—it’s about having a structured process that transforms ideas into impactful solutions. In this article, I’ll walk you through the key phases, from research and ideation to validation and production, showing how a defined approach ensures both strategic alignment and flawless execution in packaging design.

Production

Production Proofing 101 -

Collaboration Between Brand and Creative.

Production proofing is a critical collaboration between brand and creative teams, ensuring packaging prints exactly as intended. In this article, I’ll walk you through the four key proofing phases—from drawdowns to on-site press approval—so you can confidently navigate the process, catch potential errors early, and achieve high-quality, consistent packaging production.

Production

10 Printing Enhancements to Elevate Your Packaging

The right printing enhancements can make your packaging stand out and feel more premium. In this article, I’ll cover 10 techniques—like Spot UV, soft-touch coatings, and embossing—that add visual impact and tactile appeal. You’ll learn how these finishes elevate perceived value and create a stronger brand presence.

Design, Strategy, Branding

The Whole Package

A Balanced, Holistic Framework to Ensure Packaging Success

Have you ever poured months into a packaging or branding initiative, only to see lackluster results and zero ROI? You’re not alone. It’s too easy to fall into the trap of prioritizing aesthetics over strategy, leaving packaging that looks great but fails to communicate, engage, or sell. In this article I’ll lay out a holistic framework—covering Positioning, Core Values, Aesthetics, and Functionality—to ensure your packaging not only turns heads but also drives real business growth.

Design

2024 Recap:

Top 10 Trends in CPG Design and if We Expect to See Them Again in 2025

2024 was another year filled with eye-catching trends – some we loved and some not so much. As we say goodbye to another year and ring in 2025, - we’re looking back at some of the biggest trends of the past year and whether we expect them to continue...

Branding, Strategy

Redesigning Heritage CPG Brands:

Balancing Legacy with Modern Relevance

Redesigning a heritage brand is a balancing act—honoring its rich legacy while staying relevant in today’s world. This article dives into practical strategies to help brands evolve thoughtfully, keeping their history alive while connecting with modern consumers.

Production

Flexo vs Digital Printing:

Which is best for your brand packaging?

Understanding the printing technique you’re working with is key to ensuring your packaging shines. In this article, we’ll break down the strengths of Flexo and Digital printing—covering setup, cost, image quality, and versatility—so you can confidently navigate your printing process. Let’s dive in!

Strategy

The 5 Key Components of Stand-Out Brand Strategy

Crafting a stand-out brand strategy is both an art and a science. This article explores five key components—research, purpose, positioning, personality, and messaging—to help your brand resonate, differentiate, and thrive in today’s crowded marketplace. Let’s shine!

Design, Branding

Help! What is My Brand's Visual Equity?!

Visual brand equity is the heart of consumer recognition and trust, but how do you define and strengthen it? In this article, we’ll explore what it means, how to assess its impact, and ways to evolve it thoughtfully. Let’s uncover your brand’s potential together!

Branding

Packaging from Shelf to Screen:

How to Create Synergy Across Your Brand Touchpoints

Your brand’s story doesn’t stop at the package—it continues online. In this article, we’ll explore how to maintain a cohesive look and feel across digital channels, leveraging packaging elements, tone of voice, and tailored content to create a seamless consumer experience. Let’s bring your brand to life, from shelf to screen!

Packaging

Feature-Creep:

Preventing the Temptation to
Dilute your Packaging’s Core Message

Feature-Creep sneaks in when too much is packed into your packaging design, diluting your brand’s core message. In this article, we’ll explore why it happens, its impact on communication, and how to embrace simplicity to keep your message clear. Let’s unpack the essentials!

Management

It's Personal & I'm Grateful

At HBX Branding, our collaborative, purpose-driven culture blends creativity, growth, and laughter. This reflection shares my gratitude for a career filled with remarkable colleagues, shared values, and meaningful client relationships. It’s personal, joyful, and deeply fulfilling. From the heart!

Packaging

Will it Scan?

Putting your Barcode Worries at Ease

Barcodes may seem small, but they’re essential to your product’s success. In this article, we’ll explore common pitfalls and best practices for ensuring your barcode scans perfectly every time, from proper sizing to high-contrast colors. Let’s decode the details!