How Packaging Shapes Brand Preference · May 21, 2026
The article, written by Satoru Wakeshima of CBX, discusses how packaging form influences brand preference, using Old Bay’s return to its original metal tin as an example. It highlights the emotional and tactile connection consumers have with packaging that feels permanent and authentic. The piece also touches on the broader implications of design choices that balance sustainability and brand equity.
CBXSterling BrandsFrankfurt Balkind PartnersOld BayM&M’spackaging
