Projects using Recraft in Arlington
Projects using Recraft in Arlington
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Jeff Sugarman
pro
"Your packaging might be invisible. Not bad. Not ugly. Just... forgettable." It's one of the more uncomfortable conversations to have with a client — when the work looks fine but strategically misses the mark. When it fits the category so well it disappears into it. The shelf is a crowded place. Every category has a look, and most brands follow it. That's exactly the problem. When I look at how well a package stands out, I focus on four things: color, shape, typography, and positioning. Not as design choices — as competitive advantages. The question isn't whether each element looks good. It's whether the combination is unmistakably theirs. If you're working on a packaging project and want a second opinion on where it lands competitively — reach out.
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