package design workbook by Stephen DuPuis and John Silva tips and guides

Core values are the beliefs and ideas of and organisations that they hold dear. They're part of an organisation's DNA and often inspired by the founders' views to values oral or written expression of a company stance corporate culture. While strategies and tactics may change, core values always remained the same. Therefore, it's imperative to remain focused on these values when crafting. In marketing strategies, managing brands, and positioning products. Many companies use core values, so set performance standards and direct the mission's implementation in everything from product offerings to package design. Every product created, marketed and sold should reflect the core values of the company. 

Reinventing, refining Using redesigned has been done many times. If you look at Miller genuine draft. They wanted to target a new audience and. We wanted to capture that in their beer packaging that could be celebrated and savoured. Optima spearheaded an aggressive identity campaign that repositioned Miller genuine draught with a new brand graphics packaging point of sale fleet and collateral materials. 

Referencing the history of a brand can be quintessential. For a brand referencing the history of it. Will make people that go off in its reference, they might pick it up, and they might have a connexion to the brand already. White Converse said they were nearly going bankrupt, but repositioning themselves and referencing the Classic style, but revamping it helped them create lasting brands in the space. 

To sell a brand, you need more than just apply a font. Typography is the craft of selecting and customising, creating intake, integrating type solutions and combinations to make it appealing. In combination, it makes up a good brand to appeal to the target audience and the core values of the brand it needs to. Reference a Storey and if it needs a revamp. Do that, but with respect to the Storey of the brand.