Package Design Workbook

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C1 Job:01010 Title:Package Design

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2 4 0 pa ck ag e d e s ig n w o rk b o o k

about dupuis | thank you

About DuPuis

DuPuis (pronounced “dü – pwé ”) is a strategic brand design agency

with offices in the U.S. and Europe (Braue-DuPuis). DuPuis’ expertise

is their ability to translate a brand’s essence into powerful visual

communication. By getting to the root of consumers’ emotional

connections with their favorite brands, DuPuis is able to consistently

contribute to the success of the clients they represent. The team has

been directly responsible for the global strategic design development

for a long list of brands including: ConAgra Foods, Kellogg’s, Nestlé,

Dreyer’s, Quaker, Unilever, Dole Foods, Heinz, and Sony.

Thank You

Thank you to all of our contributors, the many talented designers and

marketers who provided images and told us the stories of their work.

We thank Bobby J. Calder, Daniel Hachard, Bob Squibb, Terry Schwartz,

Cheryl Swanson, and Rob Wallace for their insightful interviews.

Additional thanks to some of the best packaging design fi rms in the

world as well as their esteemed clients for their generous cooperation and

participation. The authors would also like to extend special thanks to the

staff of DuPuis, Braue, and the following people for their critical involve-

ment in the completion of this book:

Marianne Büsing,

contact

Mirco Erdmann, design

Raimund Fohs,

design

Leigh Haikin, image procurement

Jack Halpern, agency submissions & liaison

Mark Henderson,

image procurement

Susan Kinast,

product photography

Kirian Martinez, cybrarian & resource coordinator

Michael Paul, contact & administration

Mario Soto, production advisor

Marina Terzich, design

Chris Zsarnay / Z Studios, cover photograph

Thank you to Emily Potts, Betsy Gammons, David Martinell, and Cora

Hawks of Rockport Publishers for your support. Thanks also to

Terry Lee Stone for her edits and contribution. Thank you to David

Goodman for his advice and business insights over the years.

Thanks mostly to our clients. It has been a pleasure and privilege to

collaborate with you over the years. You inspire us!

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Job:01010/02445 Title:Package Design

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© 2008, 2011 by Rockport Publishers, Inc.

Paperback edition published in 2011

All rights reserved. No part of this book may be reproduced in any form

without written permission of the copyright owners. All images in this book

have been reproduced with the knowledge and prior consent of the artists

concerned, and no responsibility is accepted by producer, publisher, or printer

for any infringement of copyright or otherwise, arising from the contents of

this publication. Every effort has been made to ensure that credits accurately

comply with information supplied. We apologize for any inaccuracies that may

have occurred and will resolve inaccurate or missing information in a

subsequent reprinting of the book.

First published in the United States of America by

Rockport Publishers, a member of

Quayside Publishing Group

100 Cummings Center

Suite 406-L

Beverly, Massachusetts 01915-6101

Telephone: [phone]

Fax: [phone]

www.rockpub.com

Library of Congress Cataloging-in-Publication Data

DuPuis, Steven.

Package design workbook : the art and science of successful packaging /

Steven DuPuis, and John Silva.

p. cm.

ISBN 1-59253-322-1

1. Packaging--Design. 2. Commercial art. I. Silva, John. II. Braue, Kai. III.

Title.

NC1002.P33D87 2008

741.6--dc22

2008000591

CIP

10 9 8 7 6 5 4 3 2 1

ISBN-13: 978-1-59253-708-2

ISBN-10: 1-59253-708-1

Digital edition published in 2011

eISBN-13: 978-1-61673-599-9

Design: Braue-DuPuis

Cover Photography: Chris Zsarnay / Z Studios

Art Direction: Kai Braue and Marcel Robbers

Printed in China

001-051.indd 2001-051.indd 2 2/14/11 12:07:27 PM2/14/11 12:07:27 PM

Digital edition: 978-1-61673-599-9

Softcover edition: 978-1-59253-708-2