Marie Redding, Associate Editor08.31.15
Marketing a product and creating a "brand" requires much more than a pretty package. It also takes much more than a great design idea to produce packaging, and bring a product to market. A collaborative relationship between a designer and supplier is essential - as well as having a design 'story' about your brand.
Jeannie Joshi, principal designer at Joshi Design, works with many luxury brands to do this, and describes the extensive amount of planning that is involved when a brand is deciding on a design direction. "It doesn't happen by chance," she says. "Working with the right supplier partner is critical," she adds.
Laura Carey, Arkay Packaging; Jeannie Joshi, Joshi Design
Joshi discussed this topic along with Laura Carey, director of sales,
Jeannie Joshi, principal designer at Joshi Design, works with many luxury brands to do this, and describes the extensive amount of planning that is involved when a brand is deciding on a design direction. "It doesn't happen by chance," she says. "Working with the right supplier partner is critical," she adds.
Laura Carey, Arkay Packaging; Jeannie Joshi, Joshi Design
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