In today’s congested business world, packaging has become a critical factor; it can often make or break a product. If the packaging is right, people will buy a product without even trying it because most associate superior packaging with quality.

We often hear the words brand and branding thrown around liberally by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking: what exactly is a brand? The simplest answer is it’s a set of associations people make with a company, product, service, individual or organization. In brief, it’s what they say about you when you’re not in the room.

No other business spans countries and cultures quite like the tourism and hospitality industry. It is the largest employer in the world. The World Travel and Tourism Council (WTTC), tells us that in 2015 the industry generated 9.8% of world GDP. It supports a workforce of 284 million people which means that one job in eleven is in tourism and hospitality.