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8. Onomatopoeia: A brand can express itself in an onomatopoeic manner and those who match the letters with the word are the best. Since many years the favourite among Swedes is the “mums-mums”, a light foamy chocolate with a typography that has been well used for this type of product.

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4. Brand identity (Letter): It’s good to own a word (e.g. Absolut), but to own a letter is extremely better. Kelloggs is one of the examples, having a success story with its low-cal cereal “Special K”. My favorite is, the Norwegian Brewery Hansa who uses the letter “H” in a very powerful manner.

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1- Take advantage of early ideas: You can draft some initial ideas to get a whole visual of your product in the end. Compare your rough draft to some of the competitors’ packaging to identify the current trend.

2- Think of “Less is more”: Make sure the packaging performs what is necessary, nothing more. Custom packaging can be expensive and if it serves no purpose, a waste of marketing budget.

3- Know your audience: Knowing the target market for your product, including identifying their expectations for it. Investigating the end users will help determine the most effective and eye-catching packaging.

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