Package Design | Retail Brew

Jill Tapia

Coworking with Jill Tapia

She’s CEO of Cornerstone Strategic Branding

A woman poses with a plate for french fries with five bottles of Heinz ketchup in the foreground.

Package Deal: Glass Heinz ketchup bottles aren’t sold in supermarkets much anymore, but they’re still central to the brand’s identity

They’re making a triumphant return to the Steelers’ stadium and starring in a new ad campaign.

Andrew Adam Newman

An old McCormick container of ground cinnamon beside a new one.

It’s about thyme: McCormick introduces first package redesign in 40 years

A new shape, label, and cap that snaps shut.

Andrew Adam Newman

apps on a phone

Social Gathering: TikTok may be your new go-to platform to learn about packaging design

TikTok may be your new go-to platform to learn about packaging design.

A gif of someone opening an iPhone box, specifically the moment when the top of the box clings to bottom of the box because of friction and a vacuum effect but then opens.

Package Deal: How Apple made unpacking the iPhone a ritual rather than a chore

The latest iPhone has half the packaging of the original, but still makes a big impression.

Andrew Adam Newman

Four Coke bottles, from early versions to the latest version.

Package Deal: In 1915, Coca-Cola had many imitators. Then it designed a patented bottle nobody could copy.

Coke wanted a “bottle so distinct that you would recognize it by feel in the dark or lying broken on the ground.”

Andrew Adam Newman

Two famous ads for Absolut vodka that prominently feature the Absolut bottle. One ad has a halo over the bottle, and the ad copy reads "Absolut Perfection." In the other the bottle is chained and padlocked and the ad copy reads "Absolut Security."

Package Deal: Before 1979, premium vodka bottles were tall and thin with colorful labels. Then Absolut changed everything.

They modeled it after an 18th-century apothecary bottle. And it turned out to be just what the doctor ordered.

Andrew Adam Newman