A Design Process Success Story

This creative brief is born from efforts very early in the process. "The design process for us begins very early on in the innovation development," says McCarthy. "As we're starting to evolve the concept and sharpen it with consumer feedback, we have an idea of what the package needs to do to really excite consumers, and we see that the package is very much part of the total product we're creating for consumers, or the total proposition we're creating for consumers."