About the brand and excellent packaging design

Lars Wallentin's new book "Well sells WHAT to WHOM" unlocks the mysteries of excellent packaging

The packaging industry master Wallentin is a design expert, lecturer and writer. He describes in this book the valuable experience he has gained in packaging design from more than 50 years of experience. This book is supported and published by Bobst, one of the world's leading suppliers to the packaging industry. It contains 28 short stories that incorporate many helpful practical tips, latest knowledge, and inspiration for how to create packaging designs.

Cinderella in marketing mix

“Package design is still the 'Cinderella' in the marketing mix and it is not getting the attention it deserves,” said Wallentin. “But once we see Packaging Communications as the top priority, sales will automatically increase. And compared to advertising, packaging costs are simply insignificant!”

This book is almost entirely philosophically speaking. It not only includes in-depth insight into the art of packaging design and communication, but also demonstrates the power of packaging as a marketing tool by means of presentation.

Why deep-rooted values ​​are so important

This guide very wisely adopts the case study method, which describes the working methods of many unique successful packaging cases through typical cases. For example, the book describes how generosity ultimately becomes a design quality. "If your product exceeds consumer expectations and you show it on the packaging, your brand will establish a good image," Wallentin said. He believes that the initial quality and deep-rooted values ​​will ultimately leave a clear and deep brand image in the minds of consumers.

Senior Packaging Advocate - Wallentin Wallentin is a senior packaging advocate who joined Nestle in 1964 and has been responsible for the company's packaging design for nearly 40 years. He was born in Sweden and studied at the famous Institute of Graphics in Stockholm. He once led the successful design of the international Nestlé brand, such as Nestle Coffee, Midea Sauce, Baokangli and Kit Kat Chocolate.

Design Ideas Create Strong Brand Identity

"Creative design solutions cannot be obtained through computer trial-and-error methods," says the attractive packaging industry guru. "Most young designers can't draw designs that can actually be converted into viable designs. The brand has its own unique logo," he stressed. "You need to have both common sense and design concepts to design a real packaging solution that clearly demonstrates the brand positioning advantages."

Writers and sponsors united front

“I chose Bobst as the sponsor of this book from among the best sponsors,” said Wallentin. “Boster is a strong supporter of the packaging industry. BOBST's corporate philosophy consists of many excellent values. For example, trust, respect, enthusiasm, he leads the innovation and efficiency of the entire industry, and I believe that our values ​​are the same.” BOBST's mission is to help customers around the world to provide safe, cost-effective, environmentally friendly and attractive package.

Lars Wallentin's third book, WHO sells WHAT to WHOM, is 19x26 cm, 120 pages. Of course, this book uses the latest design. This book is priced at 25 Euros and you can order it directly from the author at lars.wallentin(at)me.com or from the author's homepage "packagingsense.com".