People ignore designs that ignore people.
People are seeking authenticity and craftsmanship. Quality and features. Successful premium brands maintain a sense of luxury and exclusivity to their products while also making an effort to be accessible. Premium brands must tap into the ability to provide consumers the ability to express their style, individuality, knowledge, taste, and values.
Design is a visual strategy.
I have seen poor design cause an idea to flop and great design elevate an okay idea into an excellent one.
Here are a few examples of my favorite packaging for premium, craft products.