Top Drawer

Packaging expert Lisa Cain shares her thoughts on Tátil’s work for Carrefour Home.

Packaging sets the price long before anyone checks the label. That’s retail reality. The same pan or towel set can read as a £15 purchase or a £50 one based purely on how it shows up on shelf.

Own label either knows what it is or it disappears. In homeware, that means sitting next to Tefal, Brabantia and Joseph Joseph without copying them. Push too far i…