In an era that prioritizes short-term gains and rapid change, food brand logos often undergo redesigns every few years to keep up with the latest trends. However, this constant evolution can unintentionally sacrifice long-term brand value and internal consistency.

As a century-old iconic brand, Coca-Cola embraces the "slow design" philosophy. While adapting to the times, it has retained its classic red-and-white color scheme, curvy bottle shape, and signature script font. These timeless elements form Coca-Cola's core brand assets, enabling it to maintain strong brand influence across generations.

As the health trend grows in importance, the gap between consumers' expectations for healthy ingredients and the "wordplay" on packaging is widening. Misleading or exaggerated health claims not only erode brand credibility but also significantly damage consumer trust. In the face of this trust crisis, how can brands return to delivering genuine value and break the "information bubble"? This discussion will delve into consumers' real demands for health information and analyze how successful brands win trust through transparent communication and accurate labeling.

Refreshing a brand logo isn't just a visual update, but a significant upgrade to the brand's overall strategy. Should more modern creative elements be incorporated, or should the original style be preserved? How can brands ensure that a refreshed logo reflects their core values while adapting to the ever-evolving market and consumer demands? This discussion will explore successful logo refresh strategies through various brand case studies, analyzing how visual innovation can ignite new life for brands in a highly competitive landscape.

When brands refresh their packaging design, it can either create a striking impact or lead to a decline in sales and blurred brand identity. Nielsen data shows that only 5% of packaging redesigns successfully boost sales, while as many as 13% experience a drop in sales due to packaging changes. How can brands retain their "soul" while injecting fresh appeal into classic products through innovative design? This topic will explore the key elements of successful packaging refreshes, revealing how to strike the perfect balance between innovation and tradition to invigorate the brand and unlock new growth opportunities.

For products displayed on shelves, the font on packaging is one of the most eye-catching elements of the overall visual appeal. In the wave of global expansion, multilingual typography is a necessity. Brands need fonts that support various languages—not only functional but also visually appealing and enduring. How can brands use typography to express their image effectively? How can they preserve brand identity while better adapting to local markets? This discussion will delve into how font design helps global brands achieve the best results and resonate across diverse markets.

As the second most essential sense for information intake, hearing is often overlooked in brand design. Yet, brands that effectively harness sound—like McDonald's with its iconic "I'm lovin' it" jingle—do more than create a memorable tagline; they evoke a joyful dining experience. Sound is a crucial detail in brand experience, subtly shaping brand identity. What are the core considerations in brand sound design? How can brands create audio elements that align with their unique identity? This discussion will explore the strategies behind impactful sound design that resonates with consumers and enhances brand appeal.

In celebration of Japan Railway Group 150th anniversary, Dentsu Japan designed unique icons for each of JR's 900 stations, transforming daily commuting into an immersive brand experience that won the 2024 D&AD Black Pencil award. Similarly, Heinz featured iconic foods from each U.S. state on its condiment packaging, encouraging consumers to collect them. This approach highlights regional flavors while using symbols to connect consumers with brand culture in everyday moments.

In this discussion, we'll explore:

- How symbolic design can effectively convey brand culture, enhancing consumer engagement and a sense of belonging.

- How brands can use local elements and cultural symbols to create distinctive brand experiences, allowing consumers to experience the brand's story and values through the act of collecting.

In product packaging, unique bottle shapes are often employed by brands to capture consumers' attention, aiming for a memorable first impression. However, if lines and proportions are poorly balanced, unconventional shapes can lack aesthetic appeal, potentially impacting consumer comfort and purchase intent.

This discussion delves into the critical role of shape, line, and proportion in packaging design, exploring how to strike a balance between innovation and beauty. Through analyses of both successful and unsuccessful cases, we’ll uncover how to create packaging that is both distinctive and visually pleasing, enhancing the product's market competitiveness.

Topics we'll cover include:

- Applying Visual Psychology in Design: Techniques for using lines and proportions to create a visually comfortable experience.

- Blending Aesthetics and Functionality: Ensuring the packaging remains both attractive and practical for consumers.

- Consumer Perception and Brand Identity: How packaging design shapes brand perception and influences consumer choices.

This topic is designed to provide practical guidance for product managers and designers, helping them achieve both innovation and aesthetic appeal in product packaging.

In the era of globalization, a brand's international expansion is not just about product export but also about cultural exchange and integration. When brands use specific cultural symbols to enter foreign markets, they often face challenges of cultural misinterpretation. For example, Eastroc Beverage used a dragon as part of its design for the U.S. market, but since dragons are associated with violence and evil in American culture, the brand had to redesign.

The key to successful international branding lies in maintaining a brand's identity while seamlessly blending into local culture. This discussion will focus on the localization strategies in visual design during a brand's global journey, particularly how to adapt symbols to overcome cultural barriers and avoid misunderstandings. Guest speakers will share insights on market research, symbol selection, and how to find cultural resonance in global markets to build emotional connections with consumers.

According to Grand View Research, the global functional food market is projected to reach $275.77 billion by 2025. However, creating effective packaging for functional foods poses a challenge. Should the focus be on natural ingredients and low calories, or should it highlight functional components and their benefits? Overloading consumers with information can lead to confusion, diminishing a brand’s appeal. Only by carefully selecting and emphasizing the most compelling selling points can brands stand out in a highly competitive market.

This requires a clear understanding of consumer priorities—whether they value health claims, ingredient transparency, or specific benefits like energy-boosting or immune support. The key is finding the right balance between simplicity and substance to create a message that resonates and drives purchase decisions.

On crowded supermarket shelves, how can condiment packaging quickly grab consumers' attention? As a long-term kitchen companion, condiment packaging needs to combine attractive design with practical usability. Unique designs can spark consumer desire, but clear product information and user-friendly functionality are equally essential. Striking the right balance between visual appeal and practicality is a key challenge in condiment packaging design. Can great design help condiments achieve a "win-win" in both beauty and convenience?

Effective packaging should integrate features like easy-to-use dispensing systems, resealable lids, and ergonomic shapes, while also maintaining a visually striking look. This dual focus on aesthetics and functionality can turn everyday condiments into products that consumers love to use and display, enhancing both brand loyalty and user experience.

Source: Packaging of The World

In a market where agricultural products are often homogeneous and have low brand recognition, how can a brand create a lasting "memorable touchpoint"? Dole's iconic red lettering and yellow sun logo provide a striking visual impact, instantly evoking feelings of nature and freshness associated with fruit. This design not only captures attention but also resonates emotionally with consumers. The secret behind this success is the strategy of combining "visual symbols + emotional connection."

By using simple yet powerful visual elements along with emotional engagement, agricultural brands can stand out in a crowded marketplace. This discussion will explore how agricultural products can leverage this winning combination to build memorable brands and foster stronger consumer loyalty.

From export products to agricultural goods, functional foods, and condiments, have you grasped the secrets of packaging from this morning's sessions? Now it's time to turn that inspiration into creativity!

Join our 2-hour extreme team challenge to design your own unique product packaging. Teams will work together, with renowned designers offering personal guidance to help bring your ideas to life. The winning team will walk away with a special mystery prize! This is an exciting opportunity to unleash your creativity and strengthen team collaboration. Are you ready to take on the challenge? Let’s get designing!