1st The Watt Group
Product: Nabob coffees
Client: The Nabob Coffee Co.
Package Design Firm: The Watt Group
Background:
For many years, Nabob Foods, along with General Foods’ Maxwell House, have been the dominant national brands in the ground coffee category.
Recently, the business has become highly price-driven, with both major brands trading retail feature dollars – with no appreciable change in market share.
Nabob felt it was essential to break away from a traditional packaged goods ground coffee image and re-establish Nabob as the specialty coffee of supermarket retail distribution.
In addition to its well-established Tradition and Summit brands, Nabob committed to launching four new products to reinforce its new position: African Safari, South Pacific Blend, Full City Dark Roast and Milano Espresso.
The most dramatic evidence of the new corporate position was the decision to change the name from Nabob Foods to The Nabob Coffee Co.
The challenge:
– To position The Nabob Coffee Co. as the supermarket coffee specialist brand;
– To clearly link the range of six varieties as a family of products;
– To differentiate each of the six sub-brands plus decaffeinated versions of Tradition and Summit;
– To provide strong shelf visibility versus the competition;
– To clearly communicate the personality and character of each sub-brand;
– To be unique from traditional packaged goods coffee packaging.
The design solution:
Along with styling for the new company name, The Watt Group developed a design system to link the six sub-brands while differentiating each in terms of personality and character.
Rather than the usual cup and saucer visual, three artists were commissioned to create scratch board illustrations to dramatically portray the heritage or character of each coffee.
Current variety color coding for both Tradition and Summit was maintained.
In addition, the Tradition illustration communicates the heritage of Nabob, while the Summit illustration uses the mountain symbol from the previous package.
The scratch board technique clearly established the new Nabob Coffee Co. positioning and differentiates the product line from competition.
The results:
The new program was launched in a company-wide meeting in April 1993. The response from employees, the sales force and the retail trade has been dramatically beyond Nabob’s expectations.
The trade has quickly understood the potential of The Nabob Coffee Co. program to lift retail ground coffee above its commodity status.
The packaging has been identified as the most critical element in the marketing mix. It serves as the basis for all other communication forms – trade presenter, point of sale and media advertising.
Product: Sam’s American Choice Superior Potting Soil
Client: Wal-Mart
Package Design Firm: The Watt Group
Background:
Four years ago, The Watt Group began working with Wal-Mart, the world’s largest department store chain, on the design of a new prototype store.
Wal-Mart had built its reputation as ‘Always the low price on the brands you trust’ and did not offer products under its own name.
During the course of the project, The Watt Group noted that Wal-Mart, with its 2,000 stores, sophisticated systems and controls and highly motivated employees, was ideally positioned to launch a premium corporate brand product program.
Loblaws was retained as product development/sourcing specialist and a list of 50 items for the initial launch was quickly developed.
The design challenge:
– To position Sam’s American Choice as superior to national brand quality;
– To communicate key product features and benefits;
– To provide a graphic system suitable for a wide range of food, general merchandise and garden products;
– To provide strong retail visibility within an aggressive discount store environment.
The design solution:
A white background with bold graphics and photography was used to create high visibility and provide instant critical mass.
The red, white and blue color scheme capitalizes on Wal-Mart’s pro-American position.
On each package, a short editorial statement communicates features/benefits, enhanced by end use or ingredient-driven photography.
The vertical branding differentiates the program from national brands and provides valuable space for product information.
The results:
Sales volumes are far beyond forecasts. For example, last Memorial Day, more than one million cases of Sam’s American Choice Cola were sold.
The program now includes 80 skus and its success has spawned the launch of Great Value, a national brand equivalent line.
Product: Zel Diapers
Client: Provigo
Package Design Firm: The Watt Group
Background:
Like many other retailers, Provigo has sold a wide range of products under its own private label brand for many years.
These products were of average quality at low price.
Recently, Provigo, having noted the outstanding success of The Watt Group-designed No Name and President’s Choice programs, committed to a two-tier retail brand program: Zel – equal to national brand at a discount price; and Selection Zel – better than national brand at pricing competitive to leading brands.
The challenge:
– To position Zel as national brand quality; Selection Zel as a premium line;
– To provide strong shelf visibility versus national brands in each category;
– To produce a design suitable for a wide range of package types/reproduction techniques;
– To use a graphics system suitable for food, health and beauty and general household products; and
– To be cost-effective with respect to separation and printing.
The design solution:
The Zel program is based on the use of simple stylized drawings to depict flavors or varieties.
The only exception is in frozen and canned food in which photography is used to communicate quality and freshness.
While Zel uses a white background, Selection Zel uses a black background with photography, thus creating a clear difference between the the two product programs.
The diaper packaging shown uses colors and numbers to communicate key information while the yellow and black Zel identity links these products to the balance of the line.
The results:
At this point, more than 50 Zel skus and 10 Selection Zel skus have been developed and launched.
After last July’s quiet cola introduction, sales to date are more than double for the same period a year earlier.
In addition, the Selection Zel chocolate chip cookie has become an instant best seller.
Overall, Provigo is encouraged by the strong reception for both the Zel and Selection Zel programs.
2nd Grapheme Communication-Design
Product: Vachon cakes
Client: Culinar
Package Design Firm: Grapheme Communication-Design
Background:
Culinar’s bakery division decided to do a major strategic rethinking of its entire line of Vachon cakes in early 1992.
The packaging for the line was in poor shape, to say the least, out of date, at best, and had not had a change of face since 1977.
To make matters worse, a slew of new entries and flavors had profoundly changed the environment for the Vachon cake product.
The challenge:
Nothing short of a wholesale evolution of the Vachon cake line without alienating consumers who had never before seen their product packaging changed or redesigned.
The design assignment had to satisfy a number of key objectives.
A visual platform had to be developed to support the Vachon positioning of great taste and eating pleasure for each product in the line, with a unified look that worked well in French and English.
Inside this visual framework, bold and effective packaging had to be produced that highlighted the selling proposition of each product.
The platform also had to have enough flexibility to allow for limitless new flavors and line extensions.
The design solution:
The design recommendation was fourfold:
– The development of a bold, coherent graphic signature and the positioning of each product in the line. The background motif (graphics and color) had to be an integral part of the signature.
– The use of ultra-high quality photos for product presentation (whole and in sections.)
– A simple and effective grid for maximum readability (expiry date, price, ingredients) and visual impact (Vachon signature including space for promotions and other items.)
– Integrated computerized development and execution to ensure maximum quality control.
The results
Retailer response to the first wave of new products launched in February 1993 has been nothing short of spectacular. Orders were up from the start, with reorders coming in twice as quickly as before.
The report on increase in shelf facings and sales is not in yet.
Product: Durathane
Client: L&F Canada
Package Design Firm: Grapheme Communication-Design
Background:
Durathane is a premium quality, premium-priced polyurethane from Minwax.
Polyurethanes are used to cover and finish wood floors and interiors, including furniture.
Strong demand in the do-it-yourself (diy) market offers excellent potential for increased sales and profitability to the best-positioned products.
Durathane competes with three national brands in the polyurethane category.
With a high degree of parity, it was felt that packaging offered the best way to influence retailers for more facings, greater in-store awareness and increased sales.
The challenge:
Develop packaging that not only highlighted product benefits and enticed consumers, but also convinced retailers that Durathane would be the best seller and should be stocked and given facings accordingly.
The design also had to work in three product sizes, each developed for a different application task and for the three finishes available: clear gloss, clear semi-gloss and clear satin.
The design
solution:
Task-oriented visual and copy were developed with the emphasis on a dramatic representation of the finished product.
Different visuals were used for each pack size for an appropriate illustration of typical applications, an approach never before used in this category.
Dramatic use of color (black with metallic gold, silver and bronze, each representing a different finish) enhanced both the visual and the product.
The results:
Early returns indicate positive response from retailers for stocking the new Durathane line. The report on actual increase in shelf facings and sales is not yet in.
Product: Champrine potatoes
Client: Co-operative federee de Quebec
Package Design Firm: Grapheme Communication-Design
Background:
Les Patates Quebecoises division of the Co-operative federee de Quebec decided to go ahead with plans to offer consumers a line of specialty potatoes in January 1992.
The new potato offerings would feature significant added value in terms of consistent quality, shape, texture and precise taste criteria.
The challenge:
To create a brand that would serve as a platform the organization could use to market its product in an innovative and aggressive fashion.
To do this, the design would have to really stand out from conventional potato packaging, and it would have to be flexible enough to work in paper and different grades of plastic boxes and bags.
The design solution:
The recommendation was to develop an extremely pure form of packaging that put the emphasis on the intrinsic values of the product.
The execution included refined typography that focussed on the product name to ensure maximum awareness and maximum recall with consumers.
The Champrine brand name is closely linked with the quality seal and the signature La belle des champs (the pick of the crop.)
A white background proved to be ideal for bringing out the quality look even though it did require special care at the actual product packaging stage.
The results:
The first new packaging entries were launched in the fall of 1992 and had a major impact on the Quebec potato industry, without any advertising whatsoever.
Champrine was the first new specialized product of its kind and its packaging was a key factor in its success.
3rd Spencer Francey Peters
Product: Canada Cooler
Client: Cartier Wines & Beverages
Package Design Firm: Spencer Francey Peters
The challenge:
To bring Canada Cooler into the 1990s, improving its refreshment values, while reducing the cost and amount of packaging used.
The design solution:
The exercise began with a careful evaluation of the brand’s visual equities, not only in terms of graphics but materials, bottle shape and bottle color.
It was determined the only single element which was critical to the consumer’s recognition of the pack was the oval, which was retained in the new design.
All of the typefaces on the pack were cleaned up and modernized, improving legibility considerably without alienating consumers.
The background color on the pack was changed to white, making the product appear less sugary and more refreshing.
Flavor differentiation was improved by increasing the amount of color coding on the top of the bottle (caps and neck labels.)
Structurally, the bottle was changed to a taller, thinner, more modern shape. The move from flint to clear glass served to further heighten the brand’s refreshment values.
With respect to materials, the foil overwrap was replaced by a smaller neck label and tamper-proof cap, resulting in a significant reduction of packaging materials.
Shippers, (not shown here) which were previously flavor-specific, moved to a single, universal approach for all flavors.
Together, these changes resulted in sizeable cost savings for the client, as well as a far more environment-responsible package.
Product: Second Cup teas
Client: Second Cup Coffee Co.
Package Design Firm: Spencer Francey Peters
The challenge:
To create packaging which would clearly position Second Cup tea products as being superior to well-established, national brand tea products.
The design solution:
This project actually began with our creating the new Second Cup logo and coffee bag shown on the left side of the picture.
Based on their success, the decision was made to extend the new Second Cup identity to the Tea range, as well as redesign the packs.
Unlike national brands, which focus on photographs of the product shown in coffee or tea cups, the design logic of the logo and coffee bag was maintained in the development of the tea range; to focus on the beverage values and appetite appeal of the product in an abstract versus literal treatment.
The fruit, for example, on the iced tea, is fun and colorful, with actual drops of juice shown dripping off the fruit.
The specialty teas have the feeling of being exotic, using different illustrations to establish the range of teas to which each flavor belongs.
The uniqueness of the styles and the unconventional treatment clearly differentiates Second Cup from its competitors.
Furthermore, it would take a huge departure in approach on the part of any national brand to even begin to encroach visually on Second Cup.
Most importantly, the initiative has paid off with enormous sales increases of tea being realized by Second Cup.
Product: Heinz Toddler baby foods
Client: H.J. Heinz
Package Design Firm: Spencer Francey Peters
The challenge:
To create an identity which clearly differentiated Toddler from the remaining Heinz range of baby foods, thereby encouraging mothers to graduate their babies from baby foods to the Toddler brand, rather than going to table food.
The design solution:
The Heinz keystone was used as a starting point to clearly establish Toddler as a Heinz product.
Unlike the baby food packaging, which uses an actual picture of a baby, Toddler borrowed the Little Daniel character from Heinz point-of-sale material to create the pack’s child appeal.
Each pack depicts Daniel in a different situation – busy at play in the same way a child aged 12-24 months would be.
The various scenes form the basis of the flavor differentiation; a particularly difficult task given the similarity in ingredients among many of the products, as well as the extremely small size of the main meal and dessert packs.
Appetite appeal is left largely to the product, with consumers being able to see the product through the clear glass jars.
Accordingly, the ingredients take a secondary role graphically on the front face, allowing for the labels to remain fairly uncluttered.
This clean approach, and the warm, subtle colors used add to the overall nutritious feel of the pack.
Knowing that mothers do read ingredient lines, special attention was given to ensure this information was prominent and easy to read on side panels.
Presentations to the trade indicate that retailers clearly see the Toddler brand as a new market opportunity with full listings being achieved and no delistings of Heinz baby food being suffered as a result.
Corporate Visuals
Product: Crispers
Client: Christie Brown
Package Design Firm: Corporate Visuals
Objectives:
– To capitalize on research findings that show consumers are tending to buy snacking cracker products as substitutes for potato chips.
– To draw consumers from the pure snack or potato chip aisle to the cracker aisle by communicating great flavor promise without having them feel guilty for eating junk food, and assuring consumers of Christie Brown quality in this product.
The challenge:
– To provide innovative graphic design compared with other packaging in the cracker aisle;
– To develop strong intrusive shelf presence and communicate excellent flavor promise;
– To provide strong sub-brand delineation while maintaining a line look;
– To draw attention to the product’s shape and the overall fun associated with eating the product.
The design solution:
The design is unlike any other in the cracker aisle.
It is innovative because its graphic branding is more apt to be used on a pure snack package. The logo speaks to pure snack buyers as well as consumers of crackers.
The wave graphic creates an intrusive effect on the shelf as the packages are positioned side by side. Capitalizing on snack food industry-accepted color schemes for differing flavors reinforces flavor promise.
Clear sub-brand delineation is established by changing the colors of both the wave and logo drop-shadows, using clean, uncluttered flavor banners and maintaining white backgrounds and yellow as the dominant logo color across the line.
The wave graphic serves to depict the shape of the product and develops a fun feel to the packaging. The spilling product photography suggests fun and spontaneity, as well as showing the light, crispy texture of the product.
Results:
Overall, this package design has helped Crispers be the most successful new product over the last decade at Christie Brown.
Product: Green Giant International Mixtures
Client: Pillsbury Canada, Frozen Vegetables Marketing Division
Package Design Firm: Corporate Visuals
Objectives:
To introduce a line of specially selected vegetable mixtures from Green Giant.
To find an interesting theme that would spark interest in the frozen mixed vegetable category for the Green Giant brand.
To retain equity of the Green Giant figure and logo, and also set the brand apart from the existing Green Giant mixed vegetable line.
The challenge:
– To entice consumer interest into an otherwise conservatively designed category by associating strong cultural icons with different
vegetable mixtures.
– To provide effective theme-based graphics to promote trial.
– To strongly delineate sub-brands through effective use of color, and, at the same time, establish a packaging family look.
The design solution:
The use of icons provides cultural scenes to reinforce the international theme, and adds interest and uniqueness to each sub-brand. The ‘post-mark’ icon connotes cultural diversity. Furthermore, it acts as a device that carries the sub-branding.
Bright color usage and the serrated-edge postage mark shapes make the icons easy to identify in the frozen vegetable packaging environment.
A strong well-positioned logo is legible and the serif face is perfect for the target market – not too upscale, but more unique than the existing Green Giant packaging.
The overall background color remains white across the line as does the green color scheme used for the International Mixtures logo. The postmark icons are effective devices for sub-brand variety differentiation.
Overall, the packaging is enticing, approachable and also quite simple. It is not busy or crammed with too many elements. It provides ease of distinction for the consumer in the frozen foods section.
Sales of this product are higher than initially expected. Line extensions are soon to follow.
Product: Black Diamond cheeses
Client: Ault Foods, Consumer Cheese Group
Package Design Firm: Corporate Visuals
Objectives:
To redesign the entire line of Black Diamond cheese packages to address declining market share as a result of packaging that had weak branding, very poor variety differentiation, poor shelf impact and was perceived by consumers as too cold and masculine.
The challenge:
– To strongly communicate the branding in a consistent fashion across all products to provide linkage across the entire Black Diamond family.
– To reinforce the brand’s positioning of fuller flavor and to modernize the brand image.
– To create on-shelf impact and brand unity.
– To clearly differentiate various varieties of cheeses and differentiate product sub-groups in a manner appropriate to respective target groups.
The design solution:
Strong branding and family linkage is communicated via the use of a consistent black panel and contemporary treatment of the word-mark within an innovative device – a diamond-shaped window.
The fuller flavor and premium brand image is further established through the use of a strong color – black – and the typographic treatment of the logo.
On-shelf impact and brand unity is reflected through the use of the black panel, which creates a ‘wall of black’ on the shelf.
Bright and distinctive colors are used in a tasteful yet obvious color band that strongly color codes each variety, making selection on-shelf clear.
Overall, the packaging perception is one of a contemporary, clean, friendly, approachable yet premium brand of cheese that encapsulates a broad family of well-targetted products.
Davis & Associates
Product: Lubriderm Lotion
Client: Parke-Davis
Package Design Firm: Davis & Associates
The challenge:
Lubriderm has, since its inception, been a professional skin lotion with a pharmaceutical appearance. Sales had justified its existence as a brand, but were not nearly what they should be relative to the quality and effectiveness of the product.
The design objectives were to redesign the entire look of this product and reposition it as a consumer brand to compete with Vaseline Intensive Care lotion and the other major brand offerings.
The design solution:
The new bottle shape was chosen for its distinctiveness in this product category. The decision was made to develop bottle caps which would be color-coded to the lotion variety, rather than a common Lubriderm color cap (variety differentiation always being a high priority in consumer selection.)
The Lubriderm wordmark was retained, but enlarged to become a clean, effective key to the new brand image.
The final element of distinction was the creation of a brushstroke or swash of color to contain the new selling proposition, ‘long-lasting skin care.’
Also included on the face panel was the full benefit statement ‘moisturizes and protects dry skin for up to 24 hours.’
The results:
Sales for this product increased 400% when the new design was launched – and this does not include sales of the sunscreen variety.
Product: Red Rose Teas
Client: Thomas J. Lipton
Package Design Firm: Davis & Associates
The challenge:
Red Rose needed a platform or a personality to distinguish it on-shelf and in the minds of consumers from other major brands.
Red Rose has been a distinctively selected tea, packaged and sold only in Canada since 1894, and is a premium quality tea. The Red Rose brand image, however, has been ordinary and unsuccessful at projecting these characteristics.
The design solution:
The development of the short phrase, ‘A Canadian Tradition,’ was added in order to establish the heritage-of-quality, even awakening a memory of an earlier way of life that was more peaceful and civilized.
Five Canadian landscapes were developed, from the West Coast to the East Coast, including mountains and farm scenes in between.
Each tea variety has its own Canadian landscape appropriate to itself.
Vertical bars on each side of the package, which line up in a modular fashion across three sizes and five varieties, add differentiating variety color and are reminiscent of the Canadian flag.
Back panels and side panels also amplify the Canadian tradition with a gracious copy style, landscapes, and a maple-leaf seal saying, ‘in Canada since 1894.’
These packages have been on-shelf only a short while, but there has been a significant increase in sales since their introduction.
Product: Surf laundry detergent
Client: Lever Bros.
Package Design Firm: Davis & Associates
The challenge:
The original Surf packaging design was developed in 1982 and required updating for the 1990s.
Surf is positioned as a price brand competing with abc for delivering basic cleaning performance.
The design objectives were:
– to clearly communicate the brand name
– to update and improve the look of Surf, including the selling proposition statement, ‘Check the performance, Check the price.’
– to communicate that Surf is 100% phosphate-free
The design solution:
The two key elements needing work were the Surf wordmark and the wave. Both of these elements needed a smoother, rounder, softer appeal. Water swirling and cleaning is the feeling that should be communicated quickly and easily.
The only other issue was one of simplifying aesthetics, impact and readability.
Because Surf and abc are about equal with regard to price and performance, Surf needed to generate more appeal to consumers and also quickly communicate its benefit of price, performance and its phosphate-free formula.
The results:
This design has not been on-shelf long enough to determine its sales success, however, the objectives that should result in increased sales appear to have been met.
The Judges
Helene Carty
Helene Carty is director of communications at McNeil Consumer Products, a Guelph, Ont.-based manufacturer of Tylenol acetaminophen and Lactaid lactase enzyme, among other products.
Carty joined the company eight years ago as manager of consumer and professional relations.
She directs the planning, development and implementation of consumer and professional continuing education programs and the development of external communications.
She serves as an advisor to brand managers on the development of French and ethnic market strategies and chaired the Environmental Impact Committee, a committee responsible for the strategic implementation of environmental stewardship programs and waste management initiatives.
Favorite packages:
1. Canada Cooler (Cartier Wines & Beverages) by Spencer Francey Peters.
2. Surf laundry detergent (Lever Bros.) by Davis & Associates.
General impression:
‘I was pleased to see that a number of designers extended beyond the traditional in strategically allying clear product usage information, environmental stewardship and waste reduction in their effort to create point of differences and to enhance brand equity.’
Michael B. Egan
Michael Egan is director of marketing, fluid products division at Etobicoke, Ont.-based Ault Foods.
Egan’s previous positions include senior marketing roles at Labatt Breweries of Canada (b.c. and Ontario), Seagram Distillers (Montreal and Toronto), Ted Bates (Montreal) and Royal Trust (Montreal.)
He holds an mba from the University of British Columbia.
Favorite packages:
1. Durathane (L & F Canada) by Grapheme Communication-Design.
2. Labatt Ice Beer (Labatt Breweries of Canada) by Shikatani Lacroix Design.
3. Sam’s American Choice Superior Potting Soil (Wal-Mart) by The Watt Group.
General impression:
‘My overall impression of the submissions is the variety of solutions that good package designers keep creating.
‘Whether it is redesigning a venerable but outdated brand, working with a clean slate for a new brand, or bringing non-traditional functionality and appeal to `specialized’ products, the good designers are never stuck for an original approach.’
Jed Goldberg
Jed Goldberg is president of Earth Day Canada, a Toronto-based environmental organization that acts as the national co-ordinating body for Earth Day events.
Goldberg was appointed to the position in April.
For five years before that, he was a consultant to environmental and peace groups across Canada, including Pollution Probe, Greenpeace, Friends of the Earth, Amnesty International, the Recycling Council of Ontario, The Body Shop and the governments of Ontario, Quebec and Canada.
From 1988-92, he was owner/operator of Teekah Environmental Products, a company dealing exclusively in natural, plant-based products, recycled papers, and so on.
From 1982-88, he was principal of Goldberg Weisdorf, retail consultants.
Favorite packages:
1. Surf laundry detergent (Lever Bros.) by Davis & Associates.
2. Crispers (Christie Brown) by Corporate Visuals
3. Sam’s American Choice Superior Potting Soil (Wal-Mart) by The Watt Group.
General impression:
‘In view of the serious problem consumer packaging represents to the environment, I am quite surprised that more effort is not being put forth to provide consumers with products with minimal packaging from appropriate recycled and recyclable materials, complete with specific product information to facilitate informed buying decisions.’
Evelyn Sarfeld
Evelyn Sarfeld graduated in 1982 from the University of Western Ontario with a Master’s Degree in Clinical Science from the faculty of rehabilitative medicine.
She has worked professionally as a speech and language pathologist in a variety of settings such as hospitals, treatment centres and school boards.
Sarfeld has been a member of numerous committees relating to her profession, including the executive council of the provincial organization.
After the birth of her second child, she decided to enter the non-paying work force. She is currently devoting her energies to raising her two young children and is actively involved in her daughter’s school and its parents’ association.
She is also a volunteer for the Lakeshore Parent/Child Centre and is a member of the Women’s Inventor Project.
Favorite packages:
1. Alias upFRONT 3D drawing software (Alias Research) by Taylor & Browning Design Associates.
2. Grandma Martin’s Pie Shells (J.M. Schneider) by William Plewes Design.
3. Pakastrip (Lawson Mardon Group) by Hunter Straker.
Barry Wolfish
Barry Wolfish is vice-president, marketing at Etobicoke, Ont.-based General Mills Canada.
Wolfish joined the company in 1982 as a marketing assistant on ready-to-eat breakfast cereals.
He worked on a number of brand assignments and in positions of increasing responsibility until 1986, when he moved into the sales organization for 18 months as national sales administration manager.
He returned to marketing and was named a vice-president in January 1988.
Before General Mills, Wolfish worked for two years as a commercial officer with the Ontario government’s export marketing and trade promotion operation in London.
He holds an mba in marketing and policy from York University in Toronto.
Favorite packages:
1. Vachon cakes (Culinar) by Grapheme Communication-Design.
2. Second Cup teas (Second Cup Coffee Co.) by Spencer Francey Peters.
3. Berry Blue Jell-O (Kraft General Foods Canada) by The Thomas Pigeon Design Group.
General impression:
‘It’s encouraging to see a large body of work of a high standard. Increasing emphasis is being placed on simplicity and boldness. The art of sacrifice is being practiced effectively by the best design houses on the best work.’
Paula Eve Ziv
