Existing Brands + Package Design
Over the course of my design/branding/art-slinger/reluctant-shaman/marketing-drone psychedelic trip of a career, I have, in addition to developing a massive case of Entrepreneurial-Attention-Deficit-Disorder, been blessed with the opportunity to work on many successful projects (and a few awful ones).
Having spent most of 2008 neck deep in the NDA side of package design innovation, I believe that great packaging design systems can be the most important way to overcome the fact that advertising is mid-super nova on the irrelevance train. Let’s show up where the customer is looking.
The difference between amazing and awful comes down to one simple rule: Plan ahead. Good solutions for existing brands are iterative.