Iconic packaging – every brand wants it. In fact, some brands spend years, not to mention millions, rolling out radical new packaging designs year in, year out. But according to dBOD, one of Holland’s most successful design agencies in the past two decades, the best brands treat their packaging as a slow evolution. “Consistency may be the most overlooked word in branding today,” says Remco van der Sluis, managing director of du Bois Ording Design, or dBOD for short.