Brands are essential in maintaining the competitive advantage of many companies in the fast-moving goods sector. A challenge for such companies lies in preserving brand identity within a product range whilst developing new products and associated packaging designs that maintain and grow the brand. The authors’ work in this area began c.2000 with H.H. Chau’s PhD research which explored the preservation of brand identity in the design of packaging for high volume low value consumer goods such as personal hygiene products. This resulted in a U13 shape grammar implementation for use in the design of such products. Subsequently we have explored further applications and implementation issues for shape grammars: most recently in applying ideas from shape computation to design configuration. In this chapter, we explore the seven questions posed by G. Stiny in his recent book, Shapes of imagination: Calculating in Coleridge’s magical realm, in the context of branded product design.