Case Study: Small Investment Big Results—Packaging Design as Brand Development for Locally-owned Business in Texas

Nil Santana


This article maps out a case study in brand development for a small business in Texas done by a group of students attending a packaging design class in the fall of 2012. Its starting point is based on the myth that locally-owned businesses are synonymous with no need for brand equity or investment in brand development due to isolated niche market. The study investigates a design approach where brand and packaging are intrinsically connected and shifting places. Brand as a product, packaging as brand, and so on.


Packaging design; Brand identity.

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