Kate Spade & Natan Carvalho: Integrating Branding Through Packaging
Keen-eyed fashionistas and branding professionals alike know that packaging is an integral part of a brand’s identity. Done right, it can serve to perfectly reflect a company’s ethos, values, and USPs, as well as create hype and engagement amongst the consumer. We take a look at two examples from the world of fashion and design to understand how they apply their branding and packaging principles.
Kate Spade
To many, the name Kate Spade alone is enough to conjure up a wealth of imagery and emotion. The quintessential American lifestyle brand is a much-loved favorite due to its impeccable attention to detail and flair. Every element of their products – from their clothing to their accessories to their packaging – are designed with care in order to ensure that their products are focused and consistent with their brand.
Their packaging is a great example of this commitment to their brand. The Kate Spade packaging is whimsically chic: choose between a sturdy cardboard box with just the signature spade for subtlety, or a cheery yellow box with a ribbon and gold print for a more glamorous display.
Natan Carvalho
One of the biggest design names in Brazil, Natan Carvalho is an acclaimed logo designer from São Paulo. His portfolio consists of a wide range of companies from tech giants to startups – all with his signature minimalist twist.
Just like Kate Spade, Natan Carvalho refuses to compromise on his brand. He stands firm in his belief that good packaging should accomplish two objectives: be functional and properly reflect the brand identity. As such, Natan Carvalho still insists on crafting each logo and packaging with a uniquely handcrafted touch in order to ensure that it fits the brand.
The care that goes into each of his designs can be seen in detail in the Pinterest image of his packaging design for a startup – its clean lines and stark blacks against a bright yellow present a minimal yet wholly engaging aesthetic that would be understood by nearly any target market.
In conclusion, we have looked at two leading brands in the fashion and design industry to understand how they have utilized their packaging to create awareness and further their branding. They prove that packaging doesn’t have to be the last step in the process, but to be considered integral to the overall brand experience.
FAQs
What elements are important in branding and packaging?
Branding and packaging design should always serve to reflect the values, message, and qualities of the company or brand. Colors, visuals, fonts, and shapes all factor in to creating an aesthetic that is both unique and reflective of the company’s ethos.
How does packaging help further a brand’s identity?
Packaging is an incredibly effective tool for creating engagement and recognition amongst consumers. When done right, it can help to solidify the company’s identity as well as create excitement for the product. Packaging can even be used as a tool for creating additional interest and engagement by creating anticipation and a desire for the product.
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