As designers we are often briefed to make a brand’s packaging lookand feel premium, but what exactly is premium and is it changing in the eyes of today's consumer?

Does the fastest route truly deliver the optimal journey? Our obsession with efficient travel has removed the romance of journey making. Come with us to the future as we imagine a travel brand ‘Forked Road’ that wants us to stop and consider the road less travelled.

There are lots of reasons why brands evolve, poor sales, hot new competitors, changing market forces, new management, corporate acquisition, the list is endless. But out there in this highly competitive commercial world some brands continue to exist unchanged or relatively unchanged, why?

In this age of modern abundance, responsible brands need to help people moderate their consumption while maximising enjoyment.