Baked In

Making the invisible visible is a powerful way to bake marketing into your products. Think about what’s inside your products that makes them work and connects them to your customers. How can you make the power of your products visible? It could be literal, like the window Nike used to feature Air technology in the Air 180 running shoe, or how Fukasawa designed the packaging for banana juice. Or it could be subtler, like the hump on the Xterra. The key is making sure a big idea is baked into the product itself and not just the packaging. Packaging can get thrown away. Your product usually won’t.