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Packaging Essentials by Sarah Roncarelli, Candace Ellicott

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DESIGN CONSIDERATIONS: FORM AND SHAPE14 Brand Guidelines that Include Shape

Consumers learn about a product and brand through their visual experience of it. A package shape is a fundamental part of a brand’s characteristics. It delivers messages about the product and provides a memorable foundation on which visual and emotional values are laid. The fact that a bottle shape can be trademarked and registered is proof of its perceived value.

ProjectProduct package designFirmTurner Duckworth, London and San FranciscoDesign TeamDavid Turner, Bruce Duckworth, Chris GarveyClientCoca-Cola

Just because a product has an iconic shape doesn’t mean the package design cannot vary. A change to the graphics or material creates a whole new effect on a familiar ...

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