The study examines the impact of packaging changes have on a brand's image. The results showed that the customers to the brand that was examined, Gille, got weaker brand associations and that the brand's new identity was perceived as unclear and confusing.

 

The book illustrates the catchwords ambiguity and distortion through folded and distorted paper, but also through black text printed on black paper.

 

You can read the essay here (in Swedish).