Premium Packaging: Developing a tool to support the creation of premium branding and packaging design at Cartils

Introduction An often-recurring subject in branding assignments in the Fast Moving Consumer Goods (FMCG) packaging industry is ‘what is “premium.”’ Marketing and Brand Managers of FMCG brands brief packaging designers (such as Cartils, see paragraph 1.2) that their new packaging must have a premium character. Although one might have an idea of...