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Packaging the Brand

Packaging the Brand: The Relationship Between Packaging Design and Brand Identity

by Gavin Ambrose

Gavin Ambrose is an author, educator and practicing graphic designer whose client base includes the art sector, galleries, publishers and advertising agencies. He has written and designed numerous books on graphic design, branding and packaging. He currently teaches the Graphic Design BA at the University of Brighton. Author affiliation details are correct at time of print publication.

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and Paul Harris

Paul Harris is a freelance writer and editor whose work appears extensively in magazines and journals in the US and UK. Author affiliation details are correct at time of print publication.

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AVA Publishing SA, 2011
  • DOI:
    10.5040/9781350096516
  • ISBN:
    978-2-9404-1141-2 (paperback)

    978-1-3500-9651-6 (online)

    978-2-9404-3979-9 (epdf)

    978-1-3500-3422-8 (epub)
  • Edition:
    First Edition
  • Place of Publication:
    Lausanne
  • Published Online:
    2018
Packaging the Brand
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While many other areas of design have commercial aspects, the success of a piece of packaging design is inextricably linked with its ability to sell a product. Packaging the Brand discusses the implications of this commercial function for a designer.

It explores methods of visually communicating the value of a product to its target audience and examines the entire lifespan of a piece of packaging: from its manufacture and construction, to its display in various retail environments, to its eventual disposal and the associated environmental concerns.