Protecting Brand Equity Where It Matters Most: At the Shelf

Packaging isn’t just about wrapping a product. It’s a reflection of the brand’s strength, reliability, and innovation, all communicated in an instant. When a brand like Glad has built a reputation for quality and toughness, every detail counts.

For Glad, that meant keeping its signature brand colors consistent across a wide range of materials and printing methods. It also meant finding a way to show the performance inside each bag—durability, flexibility, and odor control—in a way photography alone couldn’t capture.

Glad needed more than a printer. They needed a partner who understands that packaging is brand equity made tangible.

Many production partners get involved when the files are final. But by then, it’s often too late to ensure the best results. We partnered with Glad during the design phase, embedding ourselves upstream to spot risks and build solutions:

We retouched bag photography to bring key features forward, ensuring consumers could see and believe in the product benefits.

We didn’t just build files. We engineered proofs calibrated to each printer’s unique press conditions, ensuring Glad Red and Glad Yellow stayed Glad Red and Glad Yellow, everywhere they appeared.

We didn’t ask vendors to “figure it out.” We gave them precise proofs, making press checks unnecessary. Saving time, costs, and risk.

Most consumers will never know the work that went into ensuring a Glad package is impactful on shelf. And that’s the point. When packaging is done right consumers trust what they see. Marketing teams don’t have to explain surprises. Vendors hit targets the first time. And brand equity strengthens.

Because of i4COLOR’s early involvement and obsessive process discipline, visual consistency was protected across every format and print partner. Features on the bags were clear, believable, and purchase-driving. Proofs became the gold standard for vendors, reducing friction and error downstream.

Today, Glad’s marketing and production teams launch new packaging without second-guessing. They know they have a partner who protects that equity — from the first photo capture to the final shelf placement.