Packaging Today magazine recently interviewed our graphics director Kenny Sum as part of a feature on how luxury brands are sustaining innovation across their product ranges to connect with target customers.
In Kenny's words, “consumers are more discerning nowadays, and want products that connect with them and take them on a sense of discovery. The narrative about the product is often more powerful than the product itself – customers buy into what the brand stands for, as it is a reflection on them.
“This is driving new techniques in packaging and greater focus on sustainability and keepsakes. Customers increasingly want packaging that they don’t just throw away. Luxury packaging that can be reused not only has a great functional quality, but also serves as a lasting reminder of the brand.”
Our designs for The East India Company’s luxury chocolate range convey the brand's unrivalled history, expressing 'remarkable connections' and the fusion of culture, materials and silks. Each product is imbued with a special quality that makes it unique, giving a sense of intrigue and reflecting a taste of the exotic.
Read the full feature on Packaging Today: A Taste of Grandeur