A Design Process Success Story
There’s no blueprint for successful package design—
but make sure you get into the process early.
Managing all these facets from beginning to end is a serious task, but does not have to verge on impossible.
I Can't Believe It's Not Butter
Unilever (www.unilever.com) recently launched its "I Can't Believe It's Not Butter!" (ICBINB!) Cooking & Baking Sticks product. Although the new product's pack wasn't challenging in terms of physical appearance (Unilever did not deviate from the standard margarine/butter 4-stick pack), there was a lot of thought put into how to develop an innovative look and feel that would cause the package to jump off shelf.
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