Recently, Legacy Chocolates went through a brand upgrade. David was commissioned to handle the branding and to use color, style, certain vintage artifacts and a subtle European aesthetic. Here David gives some insight into a winning package design. Award-winning designer and branding specialist David Brier has a 30-year career creating iconic brands, package designs and rebrands. To learn more, visit http://www.RisingAboveTheNoise.com and subscribe to David's free blog.

1. anatomy of a winning package
design
by david brier

2. Every successful label
design has a hierarchy.
On the next page, note which
components stand out
1st, then 2nd, etc.

3. The Core Brand
Identifies the company
and maintains the brand
standard and promise of
quality and craft.
Product Positioning
This tells your customer
what this is doing for them.
In this case, this is putting
all that skill, knowledge and
flavor into a bottle without
the long lines, without
explaining your drink to
anyone and without that
occasional barista attitude.

4. The Product Itself
Enough with the foreplay.
Here is where we tell
what we’re selling.
Product Description
More facts. Additional
benefits. Here, we used
“Simply add water” --
doesn’t get much easier
than that.

6. It even works
on different sizes
and shapes...

8. Package design,
typography and text:
@DavidBrier
Have a project to discuss?
Let’s talk. SUBSCRIBE AT RisingAboveTheNoise.com