A Design Process Success Story
There’s no blueprint for successful package design—
but make sure you get into the process early.
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After this preliminary work, Unilever selects an external design partner. By then, the packaging brief is created and basically ready to go. "We work very closely with [the design partner]," McCarthy asserts. "A big part of the process is sharing in great depth our consumer learning and brand strategy, and they become very much a strategic partner, not just a design firm. And, that's a critical step for us."
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