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Packaging must do more than stand out, it must help people buy
By Kathryn Jubrail2026-10-08T11:44:00
As growth gets harder grocery brands are under pressure to stand out, but the better starting point for packaging is simpler: what will help people buy, says Kathryn Jubrail, partner at Mother Design
As shopper habits evolve, categories become more competitive and brands fight for attention across supermarket shelves, retailer apps, search results and social platforms, it’s tempting to assume the answer is a new louder, more disruptive look.
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