Fisher Design

The best brands, much like the best outdoor experiences, are defined by how they make you feel. It’s not just about the gear; it’s about the sense of freedom, the quiet confidence of knowing you have everything you’ll need (and nothing you don’t), and the connection to something bigger than ourselves. June is Great Outdoors month, so grab your bike, your kayak, or your hiking boots and get out there and celebrate!

Remembering those who made the ultimate sacrifice in service to our nation.

Stop launching SKUs. Start building a System. We see it all the time in the consumer goods space: a brand that looks like a group of strangers
standing in the same aisle.They don’t have a packaging system; they have a collection of SKUs.

At Fisher Design, we’ve spent decades obsessed with “Design that Sell.” One of the biggest obstacles to that goal is “fragmented branding,” in which every new flavor, size, or product line extension gets its own unique look, with no link to the parent brand. They aren’t building equity, they’re eroding it.

Why a “Collection of SKUs” fails:
❌ The “Squint Test” Failure: If a consumer can’t recognize your brand from five feet away without reading the logo, your shelf impact is zero.
❌ Diluted Authority: You force the consumer to learn a new visual language for every product, making cross-selling nearly impossible.
❌ Increased Costs: Without a system, every new launch is a “start from scratch” design project rather than an evolution.

What a Packaging System does instead:
✅ Creates a “Billboarding” Effect: Consistent use of color, architecture, and typography allows your products to own the shelf vertically and horizontally.
✅ Builds Instant Trust: A cohesive look tells the consumer, “If you liked our first product,you’ll love this one too.”
✅ Scales Effortlessly: A strong visual toolkit allows you to plug in new innovations without breaking the brand’s DNA.

Your packaging shouldn’t just look “pretty” in a vacuum. It needs to work as a collective engine for growth.

Is your brand a unified family, or just a bunch of distant cousins? We can help you build a system that wins the shelf.

Great news on the sustainability front: a new report from AMERIPEN, the Consumer Brands Association, and the Consumer Technology Association shows U.S. Companies have cut approximately 5 million metric tons of packaging between 2019 and 2024.

This progress is significant, but it highlights a crucial design challenge: how do you balance weight-reduction goals while ensuring product integrity, upholding brand standards, and maintaining that essential eye-catching shelf presence?

True sustainability is a design equation where less weight doesn't mean less impact. If your brand is navigating these reduction goals, drop us a line. We can help find the perfect balance between eco-consciousness and shelf dominance.

Have you ever wondered about how a brand's packaging affects your sense of touch and might influence your decision to purchase? This study from Clemson University sheds some light on the importance of that aspect of package design. For example, touching a premium package just twice makes shoppers 50% more likely to buy it, and at four touches, it’s 90%!
https://hubs.li/Q04cQVKh0

So great seeing old friends and making new ones at Global Pet Expo in Orlando. If we missed you at the show, drop us a line and let us know what you’ve been up to!

If you’re at Global Pet Expo in Orlando be sure to say hello!

Another potential wrinkle for pet food makers to navigate. https://hubs.li/Q0440nMB0

Extended producer responsibility may reshape pet food packaging As more states make producers pay for waste management, packaging choices like flexible bags and pouches face different recycling realities than aluminum cans and different compliance costs.

It’s World Compliment Day, so let us take this opportunity to say that we think you’re pretty darn fantastic!

We were proud to see these designs being shown off at this year’s National Wild Turkey Convention and Sport Show!