knowledge

Brand stretching is a high-reward, high-risk strategy that requires a deep understanding of core identity, market dynamics, and, most of all, consumer behavior and needs. Brand stretching into different categories is just like that but twice as risky.

Effective packaging must stand out instantly, be liked (52% are more likely to repurchase if they find the packaging appealing), and lead to a purchase—all while remaining functional in the home and competitive on crowded shelves. This is where visual hierarchy—the strategic arrangement of design elements—plays a decisive role.

On average, a packaging redesign goes through 5 to 10 iterations, with each iteration carrying risks like losing shelf visibility, confusing consumers, or even diluting brand equity.

The female consumer segment is vast, diverse, and increasingly influential - this powerful consumer group that is directly or indirectly responsible for 70% to 80% of all consumer purchasing decisions.

Life milestones aren’t just occasions for celebration—they shape how we engage with content, what we buy, and the brands we trust.