A marketing idea begins with the decision to launch a new product or redesign an existing product. At this time the marketing and design teams develop a new packaging concept, which may include a new packaging format or an entirely new packaging design.
The new packaging design may also require the use of new production lines which will use different substrates, printing processes and printing inks. With so many changes it becomes important to ensure that the brand design is accurately translated into the new application and the brand integrity is preserved all the way through the new product being made available on the shelf.