The article, written by Satoru Wakeshima of CBX, discusses how packaging form influences brand preference, using Old Bay’s return to its original metal tin as an example. It highlights the emotional and tactile connection consumers have with packaging that feels permanent and authentic. The piece also touches on the broader implications of design choices that balance sustainability and brand equity.
Wedge, a Montreal and Los Angeles-based design agency, delivered a respectful brand refresh for Canada Dry, honoring the beverage’s 130-year legacy. The project modernizes the brand’s packaging and identity while preserving its nostalgic elements through a custom wordmark and carefully chosen typefaces. The refreshed design enhances shelf recognition and evokes a sense of familiarity among consumers.
