Creating Brand Champions

Charles G. Biondo

The author looks back over forty years of brand packaging design in the USA - quoting examples from many companies from Corning to Haagen-Daz.

Creating Brand Champions

A look at brand packaging design during the past 40 years

Charles G. Biondo, The Biondo Group/NY

I started in business in 1960 as a package designer. Magic Marker was the medium and ‘beautiful and trust worthy’ was the message. Looking back on the ‘60s I see that packaging design was really in the last stages of the postwar boom, when marketing and sales efforts were still focused on promoting single-lines or brands. The packaging design of the ‘60s was mostly 4-color process litho sheets laminated to corrugated. Designs tended to be simple, and memorable,...

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