The relationship between a brand and its agency, as we know it, has typically been structured as a classic transaction. As a brand, you pay for taste, you receive the results of the brief, and everyone moves on.
But increasingly, design has almost become the business. I’m biased, sure, but brands that have become what people look up to as the pinnacle of success are, arguably, because of their branding and packaging. Think Liquid Death, Graza, Rhode, or Poppi. The list goes on.
Sure, the product stands on its own, but the branding and packaging have also catapulted these brands to new spaces.
