| Packaging on the Web
Edwin Visser, Strategy Director, Partner, TBWA\Designers Company
Edwin Visser shares his insight in the usefulness of the Web as a tool with which to unlock information--information to which packaging can act as a gateway.
The Core Creative Concept in Branding: A Streamlined Approach
Kim Zarney, President & Creative Director, Zarney Creative
Effective packaging depends on many players, elements, and decisions that change from project to project. Kim Zarney offers a tested recipe for getting the most from these ingredients, a process that stresses the development of a “core creative concept.”
The Role of Consumer Research in the Brand Design Process
John Recker, Vice President and Director of Brand Strategy, Libby Perszyk Kathman; Jerry Kathman, President and CEO, Libby Perszyk Kathman
John Recker and Jerry Kathman use case studies to illustrate consumer research evaluations.
Proving Our Value: Measuring Package Design’s Return on Investment
Kim Zarney, President & Creative Director, Zarney Creative
Effective packaging depends on many players, elements, and decisions that change from project to project. Kim Zarney offers a tested recipe for getting the most from these ingredients, a process that stresses the development of a “core creative concept.”
Mission Foods: Unifying Cultural Consumer Expectations Through Design
Susan Bierzychudek, Vice President of Marketing, Axion Design
Susan Bierzychudek recounts how Axion unified Mission Foods’ brand's visual language so that it would resonate with 2 different consumer groups while building a stronger "premium ingredients" message.
The Evolution of Health Food: Erewhon Bursts the Plain Brown Wrapper
Charles Verde, Charles Verde, President, U.S. Mills and
Nicholas Zarkades, Creative Director/Founding Partner, Marketing By Design
Using U.S. Mills as example, Charles Verde and
Nicholas Zarkades utilize product placement and package design to increase sales by more than 15%.
Amazing Pace: Shared Views on the Design Process
Pam DeCesare, Associate Director of Packaging Communications, Kraft Foods and Rob Wallace, Managing Partner, Wallace Church Associates, Inc.
Pam DeCesare and Rob Wallace converse on the need for quality, cost savings and speed to better optimize client business.
Transforming the Brand Narrative
Emily Kokenge, Associate Director of Design Innovation and Strategy, Procter & Gamble and Liz Grabow, Director, Libby Persyk Kathman
Emily Kokenge and Liz Grabow tell how the Pantene Pro-V brand has been revitalized with new graphics, packaging, and advertising based on a strategy that blends local marketing and sales tactics with a compelling global presence.
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