A Sacred UPS Brand Space Is Rejuvenated for Black History Month

Packaging goes from staid to unstoppable for small business

The artwork depicts a message of unity. UPS

Certain things in the brand world are not supposed to be touched, altered or messed with in any way. One of the holy grails is packaging. There are exceptions, but could you imagine picking up something from Target and not seeing that bold bullseye on the bag? And it would seem peculiar getting that (very) special thing from Tiffany’s without the iconic blue box

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.