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InDesigner: San Francisco Bay Brand

InDesign Magazine Issue 132: After EffectsThis article appeared in Issue 132 of InDesign Magazine.

How consistent design and efficient processes make for a successful product packaging workflow

In the competitive world of retail packaging, many companies update their product branding over time to ensure that they stay refreshed, relevant, and innovative. However, when San Francisco Bay Brand, a natural fish food manufacturer with over 50 years in the aquatics industry, completely revamped their packaging design, they soon found their customers didn’t recognize them any more.

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Addison Lalier is a part-time freelance writer for InDesign Magazine. She specializes in client engagement, content management and brand strategy at a creative studio in Portland, Oregon.