Honing or creating a brand positioning is a search for a balance between trust and disruption. You have to make clear who and what you are (trust) while at the same time distinguishing yourself by adding something remarkable (disruption). That remarkable element has to be a genuinely original expression, truly authentic.

For packaging, this all has to be accomplished on a tiny surface, in a busy shopping environment where shoppers make split-second decisions. Which is precisely why it’s essential to leave nothing to chance and communicate very clearly. And you can only do if you have a comprehensive story.