Branding the Pack- Tip to toe

A very key and integral aspect in packaging design is the way Branding is displayed on the Pack and the way it is arranged on all the panels. Logically the most important panel is the front panel and getting the Branding right is off course the first step in packaging art. In terms of the layout the best arrangement is the Branding followed with the Product descriptor and then the Product variant indicating the key benefit of the product. Very often some designers have tried out an arrangement, where the top element is the product variant and then comes the Branding. While this may also work, but one needs to ensure that the top fonts do not become too big or heavy. On the other hand if one were to follow the classical approach, there is a scope to make the descriptor fairly large and visible.
The challenge is to ensure that one gets the Branding on all the panels , top, bottom, left and right without compromising on the mandatories and design graphics. Very often the packs are stored sideways and hence the Branding on the side panels becomes critical. The key principle in this is that the Branding should be arranged in a consistent manner all across. In case the design is that of a vertical branding, let it be the same way all across, on the other hand if it is horizontal it should be horizontal all across. Let your pack branding be seen by the consumer in the same manner no matter how constraining the space is. In case your designer is recommending taking liberties in this regard , be sure that he/she is definitely not putting in the best of efforts.
Do not ignore the top and the bottom panels, if the space is available, it is always better to place the branding in a suitable size there as well. Some Brands have very effectively used subtle treatments like sheer embossing to keep the Branding in all locations.
At the super premium end it may be felt that the more underplayed and minimalistic the Branding is the better is the appeal. While this is one approach, it may be worthwhile exploring the incorporation of the Branding in some subtle manner on all the panels, specially because there is an element of image display and showoff related to this segment.
If one wants to dress up your Brand suitably, there is one and only one key principle, get the Branding right , in the appropriate size, location , arrangement and on all the panels as far as possible, right from the tip to the toe.