A Design Process Success Story

The next step for Unilever is to formalize the packaging, which it does via its Visual Branding Team, a department within Unilever. The team comprises creative experts that interface externally with all the company's packaging vendors, whether they be the designers, separators, or the printers themselves. Visual Branding Team members are rooted in the design process, claims McCarthy. They are designers themselves, but they also understand production. "With their assistance, we basically write a packaging brief that outlines specifically what we want the pack to accomplish in the marketplace," he says.