Posts Tagged ‘packaging’


Now UP on Design Matters…

Monday, December 2nd, 2013


In this episode, Debbie chats up designer/writer Chip Kidd, who has published several novels about graphic design and comics, most notably Peanuts: The Art of Charles M. Schulz, Mythology: The DC Comics Art of Alex Ross, Batman: Animated, Jack Cole and Plasticman (with Art Spiegelman), Batman Collected, Shazam! The Golden Age of the World’s Mightiest Mortal, and Bat-Manga: The Secret History of Batman in Japan.

Click below and tune in to this animated conversation:

>>to the bat cave


Sterling Buzz…

Friday, November 15th, 2013

Recently, Sterling completed an exciting new Innovation project for Sustain Condoms. We’re excited to unveil the new packaging and a terrific follow-up article in FastCoExist >>Click to Read More

‘Using only sustainable materials and working with out manufacturer in India, Bart Haney and Sterling Brands’ Innovation team developed a design that reflects our transparency as a brand as well as positions us as a more premium, discrete and aesthetically appealing product in the category.’

–Meika Hollender, Sustain



Before and After: Del Monte

Monday, July 8th, 2013

The team at PhillippeBecker, Sterling’s west coast design office, recently partnered with Del Monte to bring the company’s fruit, vegetable and tomato products together under one unified design system.  Read all about it on the dieline!



Häagen-Dazs Gelato

Wednesday, February 13th, 2013

We’re proud to introduce…


Sterling Brands was brought in to develop outstanding premium packaging graphics that elevate the new Häagen-Dazs Gelato line without compromising the master brand.

Inspired by iconic Italian premium products outside the frozen dessert category, Sterling designed a sleek black and gold pack that exudes super-premiumness. Sterling maintained Häagen-Dazs’ existing base photography style to highlight the authenticity and thoughtfully crafted indulgence that goes into Häagen-Dazs’ ingredients, which are truly like no other.


Sterling Buzz…

Thursday, January 3rd, 2013

We’re happy to announce that our design for Häagen-Dazs Limited Edition Ice Cream was recently featured in the Brand Packaging Design Gallery!

Nestlé Dreyers challenged sterling to redesign the Häagen-Dazs brand portfolio to be more relevant to todays consumer, while maintaining its aspirational and super-premium equity for any, discerning ice cream fan.  See how we rose to the design challenge Here.


Click Here to see all the great designs featured in the gallery.


Sterling Buzz… (don’t miss this one!)

Tuesday, December 18th, 2012


Tomorrow! (Wednesday) Debbie is giving a free lecture at Apex Art in conjunction with Rob Walker’s exhibit there on consumption: As Real As It Gets. Rob is the former editor of the Consumed Column for the New York Times, and the exhibit is amazing.

Lecture starts at 6:30pm
at apexart
291 Church st., NYC
www.apexart.orgDirections: A,C,E,N,R,W,Q,J,M.Z.6 to Canal or 1 to Franklin

Lecture starts at 6:30pm

at apexart

291 Church st., NYC

Find more info here.

We hope you can join us!


The State of Packaging in Today’s Market

Tuesday, October 9th, 2012

Recently, Debbie was interviewed by the Package Talk blog to find out her perspective on the world of packaging today- What are the new challenges? What works? What are her favorites?



Check out the full interview here!


DeeDee Gordon on Co-Creation in Design

Thursday, June 28th, 2012

On June 24th, DeeDee spoke at the 2012 Dieline Package Design Conference about a topic near and dear to our hearts—co-creation with consumers.

What is co-creation?

We define co-creation as the process in which consumers and experts collaborate in a meaningful way with brands and product developers. At Sterling, we believe that co-creation is about establishing an open transmission of ideas, and an honest exchange between a brand, our team, category and topic experts, and consumers. The result? Big, actionable ideas that resonate with consumers and address specific needs and motivations.

Why is co-creation so important in design?

While we believe co-creation is appropriate for any branding challenge that involves a human being as the end user, we’ve seen a growing need for co-creation specifically in package and structure design. This is due to the evolution of today’s consumers to become increasingly conscious of design, and as demanding about the presentation of a product as they are about the product itself.


Today’s consumers are inundated with beautiful design across all categories. They have come to expect nothing but the best when it comes to design.

The package is very often the first touchpoint of a brand with which a consumer interacts. To this end, it’s incredibly important that structure and package design speaks to consumers, piques their interest, and encourages trial and usage. Co-creation helps us to ensure that it does.

Co-creating with the-Collaboratory:

In almost all of our work with clients, we engage the-Collaboratory, our proprietary database of brand enthusiasts from around the world, to gather insights and to work with us to develop new products, services, and designs. We seed hypotheses into the-Collaboratory and then we receive feedback, builds, and even blue-sky ideas in response.


Sterling’s co-creation process involves a number of unique inputs and an open feedback loop with consumers and experts.

Keeping this feedback loop open with consumers is incredibly important and a task that we put a great deal of time and energy into. To this end, DeeDee rounded out her presentation at the Dieline Conference with some design assertions that we’ve heard first-hand from members of the-Collaboratory. What entices consumers? Gets them excited to try a new product? Keeps them coming back for more?  Here are some thoughts, straight from the mouths of members of the-Collaboratory:

Refined Simplicity

“Excess is out. I want understated, clean designs that let the product shine.“

Some examples:


Unico Musk perfume designed by Lavernia and Cienfuegos; Voda Vodka designed by Mass Design; Sifteo Cubes designed by New Deal Design

Global Influence

“I see inspiration from around the globe in everything I do. Packaging should be no different.”

Some examples:


Taiwan Centennial Blessing Tea designed by Bonho Inc.; Brickhouse Soaps designed by The Soap and Paper Factory; Ojon Hair Oil designed by designpackaging


“Hand-crafted packaging and structure is a key indicator of a high quality product…and I’m not one to settle.”

Some examples:


Bar Gelato by Naia, designed by Mette Hornung Rankin of Bureau of Betterment; Wahl’sche Schnapsbirne by Stahlemuhle

Tactile Curiosity

“There’s something about haptic packaging. If it makes me want to touch it, I’ll likely also want to buy it.”

Some examples:


Coop’s Hot Fudge designed by Marc Cooper; Seedbom by Kabloom, handmade in the UK; Ten over Six Unisex Perfumes designed by Henrik Vibskov

Sustainability and Substance

“These days, I want a package that’s more than just green. It needs to stand for something.”

Some examples:


Boxed Water designed by Kevin Hockin and Benjamin Gott; Guactruck Mobile Eatery packaging is designed by Michealle Lee (owner of the truck) and encourages consumers to bring their packaging back in order to receive a free meal; The Replenish cleaner bottle reduces materials usage by 90%, designed by Jason Foster

Display-Worthy Design Objects

“I try to surround myself with beautiful design objects. Why should packaging and structure be any different?”

Some examples:


Evian by Jean Paul Gaultier; 21 Drops designed by Purpose-Built; Lov Organic tea

Mobile Life

“Everything in my life is mobile. I expect packaging to follow suit. I want streamlined, portable options.”

Some examples:


Help Remedies designed by; GoGo Squeez Applesauce designed by Menage a Trios; Loffle Mich designed by Createam

What does this mean for brands?

In today’s environment, brands must do more to surprise and delight consumers. At Sterling, we believe that co-creation is one important way to do this.

As brand practitioners, we must not only listen to consumers, but also engage them in the creation process. We believe that the best packaging of the future, won’t just be designed for the consumer, it will be designed with the consumer.

DeeDee Gordon, President of Innovation at Sterling

Check back in for Full coverage of the concurrent, HOW Design Live Conference from the expert lens of Debbie Millman-Coming Soon!


Sterling Buzz…

Tuesday, January 3rd, 2012


“In the increasingly virtual world, our senses are hungry for stimulation. I believe that there will be a powerful place in the future for brands that engage in tangible relationships with consumers. To the senses, nothing is truly hidden, and the best designs are the stuff of pure revelation.”

>>Read more about the trend of tangibility in packaging, in this recently published article by our own Mac Love.


Getting Nosey with Kleenex

Thursday, August 18th, 2011



Kleenex® is a household name, often a universal name for tissue. One student, Jessie McGuire found out the difference between a universal name and a billion dollar brand. Christine Mau, the Brand Design Director of Family Care brands at Kimberly-Clark the parent company of Kleenex brand facial tissue, has been at the forefront of innovative design and brand initiatives. Generous with her time, she took a few minutes from her busy schedule to talk branding, design, and nose blowing for the new book Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands. >>Read More