Vicki Strull: Leverage the power of packaging

Editor’s note: Labels & Labeling is thrilled to bring a new branding and design voice to the pages of the magazine. Vicki Strull is a veteran design strategist and is frequently called upon to offer her unique design perspective at various industry events. This column will appear regularly in L&L and in the newly launched Label News for Brands newsletter.

Vicki Strull

I believe packaging is a brand’s most important touch point. In fact, I go as far to say that brands don’t exist without packaging. With the average consumer’s attention being pulled in thousands of directions today, brands have less time to grab it. But packaging has the power to connect, engage and create customer experiences so enticing that drives purchasing and builds brand loyalty.

As a design strategist and preeminent speaker, I advise brands on how to leverage the power of their packaging in omni-channel marketing strategies. I consult with print service providers and OEMs to help them create new revenue streams through the latest print innovations. My clients range from well-loved brands to those just launching, and include Bayer, Constellation Brands, Coppertone, Diptyque, Disney, Hershey’s, HP, Kodak, Pizza Hut, Ralph Lauren Home, Ronald McDonald House, Samuel Adams, Southern Center for Human Rights, Victoria’s Secret, and many more. On any given day, you’ll find me pouring over embellishments, tactile enhancements, substrates, papers, flexible packaging and color palettes.

With 25 years in print, packaging and design, I bring my business perspective, creative vision and strategic thinking to every engagement, and I’m excited to bring that to the new column I’ll be writing for Labels & Labeling. Over the next several issues, I’ll discuss print, packaging and labeling trends; tips for having a great working relationship with brands and designers; the consultancy role of today’s print service providers; how design and packaging have the power to grow brands by increasing top line sales and decreasing bottom line costs, and many other trending themes. I look forward to sharing my thoughts, experiences and strategies with you in my new column, and hearing your questions and requested topics.

Vicki Stull is the branding and design voice for Labels & Labeling. She has 25 years' experience in print, packaging and design. Her work can be found at

Vicki Strull

  • Branding and design columnist