Michael Duffy is the group creative director at Equator Design’s Chicago office. The UK-based agency is a creative consultancy for holistic packaging design. For more information, visit www.equator-design.com/en-us
Retailers with a private brand offering now have to say goodbye to the plain, cheap and, dare we say, boring packaging used in the past. They now look toward the design of their packaging as being a key difference between them and national brands.
