Why Brands Need to Understand the Past to Prepare for the Future

Richard Shear’s new book, A History of Brands, dives into the forces that have shaped modern commerce and consumer culture. Read a sneak peek now!

Inside Brand BuildingSebastian MaynardJuly 29, 2025Invok Brands

the importance of packaging design amidst global tariffs

Especially in the grocery store, the rising cost of food and limited product availability has consumers scrutinizing not just prices, but also product origins. For CPG brands, packaging is no longer just a branding tool, it’s a strategic advantage.

Inside Brand BuildingSebastian MaynardJune 24, 2025Invok Brands

how pet brands can drive growth through packaging design

The design decisions you make today will influence your brand’s future success. Find out how packaging design and consumer testing can help increase consumer attention, perception and intention.

Inside Brand BuildingSebastian MaynardSeptember 9, 2024Invok Brands

Nostalgia is About the Future, Not the Past

Wherever you look, it seems like what’s old is new again. From new CPG brands tapping into collective memories of the past to legacy brands paying homage to their heritage, the nostalgia trend is one that is being seen across CPG verticals. Here is everything you need to know.

Inside Brand BuildingSebastian MaynardJuly 15, 2024Invok Brands

The Importance of Visual Brand Stewardship for Brands

Visual brand stewardship is the studied supervision and implementation of a brand’s identity elements over time. This could be logo, placement, use of color, or key packaging elements, carefully considering the past, present and future of the brand.

Inside Brand BuildingSebastian MaynardApril 24, 2024Invok Brands

private label brands are forgetting about the beauty category

Retailers are missing out on a strong opportunity in private brand development by not taking part in the consistent growth in beauty, especially in skin care.

Inside Brand BuildingRichard ShearJanuary 19, 2024

The new Johnson & Johnson logo is a good idea.

It’s been fascinating watching the design community react to the recent redesign of the Johnson & Johnson logo. Remember, this is an identity originally designed when the company was founded in the 1880s. We think the new logo design makes sense for two reasons.

Inside Brand BuildingRichard ShearNovember 1, 2023

The Four Consumer Search Patterns for Brands

We are in the early stages of the most dramatic change in branding and package design in over a century. But brands can meet the challenges of a digital lifestyle as retail/e-tail blended environments grow -- if they understand the four patterns that consumers use to locate, assess, and select brands.

Inside Brand BuildingGuest UserAugust 3, 2022

The Brand Stewardship Mindset

Brands are always in competition, and there’s no finish line, which is why the practice of brand stewardship takes grit. Despite technologies that make everything easier, brand caretaking is still a hands-on, long-haul job for brand experts.

Inside Brand BuildingGuest UserJune 13, 2022

our holiday letter

This holiday season, we welcome the new year with optimism and pride because of our commitment to support the next generation of designers. Why are we optimistic? Read on …

Inside Brand BuildingGuest UserDecember 13, 2021