Philadelphia, PA – May 3, 2018. Since 1908, when Ludovico Martelli established the company in Firenze, Italy, the business has been setting trends in the male grooming market. Proraso, the company’s own brand of pre- and aftershave cream, was launched in 1948 and it is known today as Italy’s most venerable shaving brand, in an industry that is estimated to...

From store shelves to kitchen cupboards, packaging is an integral part of our daily lives. While its primary role is to deliver food safely and efficiently to the consumer, packaging is also a brands last chance to sway the consumers’ decision at the point of purchase. As the marketplace becomes ever more crowded, brands are fighting over a dwindling pool of consumer attention, racing to secure cost-effective ways to differentiate themselves on the shelf.

In part I of this Designing Desirability blog series, we explored some of the factors our design team considers when helping customers develop a packaging concept. In this second and final post in this series, Thomas Maxwell-Wood, Senior Packaging Designer, CROWN Technology, talks about how metal packaging is perceived and how designers can work with the format.