Design Builds Brands


Design is becoming more and more essential in our everyday life. Most products are not only thought trough very carefully, but they also look great. This is not limited to only the products anymore, since the packaging as well plays a big role in the customer’s decision to buy something. The packaging of a product is meant to communicate a purpose, what your brand stands for and what it means for your customer. It’s therefor up to the designers to help create brands by their design and by their Packaging.


Tokujin Yoshioka has taken the challenge to help with this and to make a difference. He is an artist and architect, but also creates furniture, products and packaging. Yoshioka created a new packaging for The Japanese cosmetics brand Three. The packaging looks clean and simple and “The natural stone pattern applied to cap reflects the beauty and essence of the nature,” said the Japanese designer himself. “The pattern is harmonized with elegantly soft texture, and emphasises the high quality of the product.”


A good packaging should always reflect the product, the creativity and personality of the company. There is more, however, to packaging design than simply ensuring a package looks appealing. There is a whole science behind it – from the shape of the package to the materials used, but also the functionality. One of the most important things to remember is certainly the protection it offers to the product. There is no point in making a package look visually interesting if it is unable to do what it was intended to do in the first place.

Many research studies have been done on the importance of packaging design, and if there is something they all have found, it is that simplicity sells. What people want, more than anything, is to get the information in a quick and simple way.


A visually appealing packaging has big power. Customers want to associate a product with something positive, and the packaging design is often the first thing that comes to their mind. That’s why we at Swedbrand believe in the power of packaging, as “you never get a second chance to make a first impression”!