In our modern world, we see brands everywhere. They differentiate one product from another and shape consumer expectations for standardization and quality.
While branding existed before the industrial revolution, it took on greater significance in the twentieth century as consumers had ever more products to choose from on the shelves of self-service stores. To stand apart, companies highlighted qualities or associations that made their products unique.
Packages were designed not only to stand out on store shelves but also to display particular branded features. Name, trademark, message, and visual appearance all played an important role in crafting a successful brand identity—inciting consumer interest and the desire to buy.