Packaging describes and protects the contents, but it goes way beyond that. It broadcasts and reinforces the brand. For many brands, uniformity of packaging is appropriate and part of the brand promise. However, for a private label brand that covers myriad categories, a uniform one-size-fits-all approach just doesn't work. Some items need to be gift-able, while others are everyday, value-priced pantry items. My packaging team carefully deconstructed the rigid universal packaging system once favored by World Market, and created purpose driven packaging that transformed the food division.