• Loop Brands managing director Ed Kirk.
    Loop Brands managing director Ed Kirk.
  • The Dreamtime Tuka redesign is one of the latest works from the Loop Brands team.
    The Dreamtime Tuka redesign is one of the latest works from the Loop Brands team.
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Design and branding agency Loop Brands ensures clients receive not only design solutions, but branding solutions. Doris Prodanovic speaks to managing director Ed Kirk about the Loop Brands approach, and how the agility model for both the business, and branded packaging solutions, is the foundation for strong consumer engagement.

Loop Brands is a branding consultancy with a deep heritage and specialty in packaging, according to managing director Ed Kirk, who has lived many lives in the packaging and branding industry. With a background in design and production, Kirk has been an artist, designer, manager, business partner, and now focuses his time in client services, business development and strategy.

An integral part of Loop Brands for 18 years, Kirk has over the last six years shifted the company from a tactical packaging studio, to a strategically-focused team with an agile, extended team of designers, photographers, copywriters and production experts.

The Dreamtime Tuka redesign is one of the latest works from the Loop Brands team.
The Dreamtime Tuka redesign is one of the latest works from the Loop Brands team.

“The brand engagement piece, not the channel, drives our solutions,” Kirk says. “When we focus and prioritise the brand communication and factor in the target market, the translation to design is easy.”

Kirk tells PKN that one thing he’s noticed is how many agencies don’t give clients a design solution driven by consumer insight or branding.

“In other words, it looks nice but there’s no engagement piece,” he says. “What’s the story? We’re all consumers, and as consumers we want a brand to believe in something and to stand for something. If that can be weaved onto pack, it makes that brand so much more powerful, and ultimately, more successful.”

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