A new article by Kitchen Creative Director Aniko Hill is now available online or in print! The article presents how to communicate the characteristics of a lifestyle brand with packaging. Here is the rundown:

• A lifestyle brand embodies the values and personality of its audience and speaks to them in a targeted and authentic way. In packaging, this is particularly important as the look and feel of the package greatly influences the purchase decision.
• There is no formula for how to connect to consumers emotionally in packaging, but there are three main components of communication that should work together to create a strong brand presence: the visual, the verbal and the tactile.

Click here to read the full article!