COMMUNICATING BRAND VALUES

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A consumer's first interaction with a product is usually with the package and the experience needs to be seamless. Innovative or simple, it needs to be bold regardless and stand apart from the competition. Smart packaging must also have considerations for shipping, retail buyers and in-store displays. A great package balances all these factors with appropriate costing. Within the context of the Marley brand; multiple product lines required a segmentation strategy where higher-end lines had additional features, luxurious materials and keepsake components like cases and entry level products were presented with the same feeling while simplifying build and reducing cost.

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