Steve Osborne | To Redesign, or Not to Redesign, That Is the Question | E21

Steve Osborne is a British brand design specialist with over 30 years` experience creating, re-positioning and extending brands through package design. Steve is Managing Partner at Osborne Pike, a design studio based in Bath. His career started in Marketing at Unilever before he switched sides to join Design Bridge. After playing a leading role in that agency's development, including 7 years as Founder and Managing Director of the Amsterdam office, he set up Osborne Pike in 2002. In this episode, we analyze the biggest mistakes brands make when redesigning their packages. He tells me what packaging storytelling can achieve. Finally, he describes the qualities that a package design should have to stand the test of time and be distinctive.