Having spent many years on both sides of the table as a retailer and a product developer gives me a unique position from which to view the topic of branding for packaging.

As the founder of Studio Beauty Mix at Fred Segal, I reviewed literally thousands of brands. As a product developer and creative director, I have also touched many brands. I am rigorous when it comes to packaging details; considering that each decision with regard to packaging design is a conscious choice about how we are speaking to the consumer.

For me, identifying “that thing” that makes a brand or design special is visceral. It is instantly
recognizable. I trust my instinct on this; it is like a divining rod.

The ability to forecast trends helped me recognize, launch and nurture hundreds of nascent brands at Fred Segal and it helps me, in much the same way as creative director of Gold Grenade.

Since that elusive process doesn’t come easily to everyone, when consulting with brands I try to break it down to some essentials so people can take a long hard look at what they really have.

These are some of my tough love questions. ..

They are very basic, but you’d be surprised how caught up people get that they don’t ask themselves the most elementary questions…

• First and foremost, is there a need for this product in the marketplace?


• What makes this brand different from anything in market? What sets it apart?


• Who is the customer? Why will the customer relate to the brand?


• What is the channel of distribution? Where will it be sold?


• Is the packaging suited to the distribution channel? How will it sit on shelf?


• Does the brand have an authentic story? What makes someone want it?


• How is the brand and its story being represented by its packaging?


• Is the font a reflection of a design strategy, rather than a default style?


• Have you used spell check religiously?


• Have you carefully proofread all packaging?


• Have you performed stability testing to be sure formula is compatible with components?


• Do you understand your ingredient listings? Are you making false claims?


• Is product compliant for country sold? Are you going to be held up in Customs?


• Do the packaging solutions and choices fit the brand image?


• Will your design literally and figuratively stand the test of time?


• Will the packaging hold up to actual shelf-wear? Or is it a direct to consumer Item?


• Is your proposed packaging design appropriate to your design budget?


• What are your immediate and long-term brand development goals?

All of these questions are about creating strong brand identity. Creating identity is the most important step; after that everything falls into place in terms of packaging. Identity provides the framework for the story. Good branding is not about novelty on a superficial level.

In other words, we don’t just make it “pretty.” That is not enough. The structural underpinnings of the branding must be in place.

I am not a snob. As much as I love custom tooling, I equally love the challenge of working on a budget and using stock packaging in innovative ways.

I believe that necessity is the mother of invention, but inexpensive need not look cheap. My biggest pet peeve is bad fonts. I realize that is entirely subjective.

I look for brand longevity, and I don’t generally like the kind of obsolescence that certain hackneyed “of the moment“ fonts impose. This kind of decision can single handedly devalue a product.

Gold Grenade has no identifiable style that we superimpose. We design packaging that embodies the signature identity of each particular brand by clearly strategizing their market position before ever starting the product development or packaging process.

Working with a roster of international partners on stock or custom molded primary and secondary packaging components we match the best prospects for each project. We create all original copywriting, photography, video and branding materials in house so the entire experience is consistent and exclusive. At the end it is a seamless result, with bold packaging and visual brand identification.

Like many, I am obsessed with packaging of all types. Whether in museums, hardware, grocery, wine, luxury shoe, vintage, or sporting goods stores—at mass or prestige—I am frequently inspired with ideas for beauty packaging. I take photos and make sketches constantly.

Transforming those tidbits of inspiration into something significant and meaningful to the project at hand is at the very heart of branding. I only hope I can assist or inspire others from time to time.


About the Author: Robin Coe Hutshing is co-founder/chairman of Gold Grenade LLC and Boldface Licensing+ Branding.