Design Management Journal, January 1st, 2001
From a hand-made look appropriate to the shelves of natural food stores to a more mainstream, supermarket orientation calling out health benefits and natural ingredients, to a brand-focused strategy that emphasizes the breadth and identity of the product line, the packaging for Erewhon natural cereals has-over the past two decades-undergone dramatic transformations. Nick Zarkades, Cynthia Davis, and Charles Verde outline this design metamorphosis and the business decisions driving the changes. Today, whether you are selling a line of cereal or a line of shoe polish, the establishment of a s...
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