Packaging Essentials: 100 Design Principles for Creating Packages

By: Sarah Roncarelli and Candace Ellicott

This book provides a wide variety of useful examples for each stage of the design process including the creative brief, concept development, design process, printing, display, and marketing.

“Stories engage audiences by pulling them into a reality other than their own. A good story builds atmosphere, creates depth, and involves the reader. A story on a package is a stage in the consumer’s imagination on which the product performs. A good story drives the consumer to seek out the next installment of his or her next product purchase”

Screen Shot 2015-03-16 at 1.41.25 PM

This project was a product line package design for The Grateful Palate/R Wines Firm. The illustrated characters on the wine bottles are inspired by a rough-and-ready, individualistic music style called Gut Bucket Blues. When the bottle is turned, the label tells the story of the character portrayed on the front. The acidic yellows, reds, and bruised purples evoke the music style.


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