Brand Packaging, the permanent medium

This is a book for decision makers and designers - its message is that packaging is a vitally important business tool, a permanent medium through which brand identity is established. Today's products cross national boundaries, while materials and packaging technology constantly evolve. The role of the pack, communicating the brand personality and functioning as an integral part of the distribution chain, is the subject of this book, the result of some thirty years experience in packaging design.
The author: ]ulien Behaeghel is President and Managing Director of Design Board/Behaeghel and Partners, one of Europe's leading consultancies, specializing in packaging and corporate identity design. Julien Behaeghel has worked for J. WaIter Thompson, and he was responsible for all Young and Rubicam's design activity in Europe. He set up Design Board in 1983. He has taught visual communication at the Institut Superieur de Marketing in Brussels and is a member of the Packaging Designers Council in New York.