When we think of packaging as a branding tool, ... You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story." Ritual?

Packaging often stands as the first physical point of contact between a brand and its audience. While often overlooked or treated as an afterthought, package design reflects a brand’s attention ...

But 18 months ago, the Chicago-based company gave its protein-bar packaging a radical overhaul, ... Rahal talks Inc. through logo shrinkage, packaging noise, and graphic-design enlightenment.