A Design Process Success Story
There’s no blueprint for successful package design—
but make sure you get into the process early.
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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