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February 21, 2007. The Apple Store in the Shinsaibashi district of Osaka played host to the DESIGN MATTERS meeting.
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The Business of (Packaging) Design
Since setting up operation in Japan more than 90 years ago, Nestle now sells millions of cups of instant coffee a day here, as well as canned and bottled coffee, coffee creamers, mineral water, pasta, bouilion and pet food. Their desire to delight consumers in Japan creates a strong and increasing need for great packaging. Intense retail competition necessitates continuous innovation, and products that don’t sell quickly disappear from the shelves. Design in this kind of business environment is complex and demanding.Nestle Design Manager, Darren Saunders, gave a great talk about the process of design development, and its relationship to branding, at Nestle.
About Darren Saunders
Darren Saunders is Manager of Visual Properties and Packaging Design and manages design development for product packaging for the Nestle Japan Group. Before joining Nestle he worked at a Japanese design firm in Osaka for 7 years where he coordinated artwork and design for P&G. Darren worked on many P&G brands including Pringles, Olay, Vicks, Pampers, and Vidal Sassoon. At Nestle, he develops package designs for brands such as NESCAFE. Milo, KitKat, Aero, Maggi and Buitoni. During the past 10 years he's worked with many design agencies in Europe, the US and Japan as well as printing companies throughout Asia.
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| Darren Saunders starts his presentation. |
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