What makes packaging exciting? with David Ziegler-Voll of Marketing by Design

When you think of really fun store brand packaging, what’s the first thing that comes to mind? It would be no surprise if Trader Joe’s was your answer.  The mostly private label grocer has long been a leader in creating interesting, clever designs out of packaging that could easily be very basic. In this episode, we speak with David Ziegler-Voll, who was formerly Trader Joe’s Senior Package Designer for ten years and is now Creative Director at Marketing by Design. Having designed about 150 Trader Joe’s SKUs a year, David Ziegler-Voll highlights important packaging design tips from his extensive first-hand experience. David Ziegler-Voll, for instance, suggests designers remember that the “brand book” (i.e., a brand’s font type, brand color, etc.) only tells so much about a brand, and it certainly does not convey authenticity, cleverness, or specialness to consumers. You might need a little out-of-the-box thinking for that.

As fresh design efforts are poured into the growing private label segment, food and beverage brands can learn much from the man who helped make Trader Joe’s packaging so memorable.

Beyond the Shelf dives into the food and beverage industry with guests from all corners of the business including founders/CEO’s, marketers, chefs, dietitians, researchers, and other influencers. Topics range from trends in retail and production to expert tips on marketing to inspiring stories from growing companies, popular chefs, and much more! From ChefsBest – taste and quality experts in the food and beverage industry.

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