Package design serves several important functions for food and beverage companies. First, packaging must protect products functionally while also helping products sell through good design. It needs to inform consumers about contents and meet any legal requirements for labeling. Package design is also a way for companies to develop their brand identity in the market and boost sales of their products. Celebrities have increasingly lent their names and images to perfume brands to help market products and represent the desired image for the fragrance. Overall, strategic package design is important for food and beverage companies to stand out and find success in today's competitive market.