The Futur: Building a Brand, Packaging Design. Episode 9

The Futur’s latest episode in their Youtube series “Building a Brand” shares their Packaging Design process for the Hamilton Family Brewery rebrand. This lesson in process takes us through each phase of development, from client intake to the brewery’s launch. Each episode includes behind the scenes of the team’s Creative Directors briefings, critiques, designer discussions, sketching, and client presentations.

Rebranded Hamilton Family Brewery packaging prepped for the product photography

Today brands are built from the packaging up, and this is no exception. The packaging design episode digs into the design process, the biggest take-away for would be packaging designers is the collaboration between designer and supplier. Their is a scene where the digital proofs from the supplier don’t quite add-up to the initial design intent. Something we can all relate to, having had lead roles on both sides of the packaging design process it’s easy to make assumptions on either side that can lead to costly mistakes.

Digital proofs require a trained eye to review, QC, and approve in order to avoid costly errors

Designer and supplier collaboration is a critical component of packaging design process in order to take on-screen designs to in-hand product. Understanding production processes, tolerances, and color management is helpful in communicating with manufacturers and level setting expectations. Knowing that manufacturers are also there to deliver the best possible outcome, having frequent touch bases with them allows designers to gain insight into the process and experience to be applied to future projects. I won’t spoil the episode, but this is definitely hit all the right notes in terms of showing a lot of the process and frustrations of the package design process.

Another great take away of the entire series is knowing where to draw the line in your own expertise and being honest without shame of your limitations. Creative Director Matt Encina makes it clear that he hasn’t worked on packaging since he graduated art school over 15 years ago, and Digital Director Ben Burns jokes about his experience in video production. Professional designers can’t be experts in everything, you have to focus in your area of expertise and know when you’ve reached the limits of your core skillset. Being honest about where you fit into a project or what skillsets compliment your own allow you to be viewed as a professional vs an amateur or tourist in any industry.

Building a Brand is a must see youtube series for designers of any level and are of expertise. You’ll gain valuable insight into the process start to finish as well as how to work in teams and communicate with clients.

Evelio Mattos - Creative Director

Named “One of the 200 Best Packaging Designers” by Lurzer’s Archive, and Graphic Design USA's "Designers to Watch", Evelio is an industry recognized packaging design expert. He's a creative producer known for strategically bridging package design and sustainability, with flawless manufacturing. Evelio’s passion for designing and engineering memorable unboxing experiences for global brands and consumers, can be seen in his creative collaborations with some of the world's most sought after brands.

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