We believe that packaging should reinforce the emotional appeal, elegance, and brand values of the product at the point of purchase. Too often, the best attributes of a product are ignored, covered, or diluted once it’s inside its final package. The way we see it, all of the research and creativity that results in a new product is also directly applicable to the product’s packaging design. The emotional hooks that make a product uniquely compelling must be communicated and accentuated in the “unboxing experience” as well as over its long-term use. At Sundberg-Ferar, our goal is to leverage the thinking that went into the design of the product and use it to develop a packaging strategy that shows off the relevant purchase decision drivers associated with the product itself.