Recently, I embarked on a self-discovery journey inspired by David C. Baker's advice. I sought the insights of trusted friends to uncover my unique ability. The responses were illuminating, revealing a hidden strength that had long been overlooked.
A recurring theme emerged: thoughtful contemplation.
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As a designer, I'm constantly drawn to the artistry and innovation found in packaging design. It's more than just a protective layer; it's a silent salesperson, a first impression, and often, a memorable experience. Today, I want to delve into a specific example that caught my eye – a product that, quite literally, had me double-taking.
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As I reflect on the past year, it's clear that life has been a series of small tweaks, setbacks, and new learnings. These incremental adjustments, often overlooked, have had a profound impact on my overall well-being.
One area where I've focused on making small tweaks is my physical health. It's easy to get caught up in grand fitness goals, but I've found that consistent, small changes yield remarkable results.
I've always been active, but this year, I decided to take a more structured approach to my fitness routine and I embarked on a strength training journey.
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In recent years, the wine industry has faced a unique challenge. While the quality of Canadian wines has soared to new heights, the packaging often falls short. As a result, many younger consumers are turning away from wine, opting for more visually appealing and innovative beverage choices.
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Stock photo by Vecteezy
I wanna talk powers, but sadly there are no superheroes here.
...Hamilton Helmer's book "7 Powers" refers to the seven key strategies or business models that companies can leverage to achieve and sustain a competitive advantage (spoiler: #5 is my fave).
It provides real-world examples grounded in decades of experience as a strategy advisor, active equity investor, and Stanford University professor that help us build a set of mental models to think through strategy.
So, here's a little secret about me: I'm not exactly a natural-born artist. I've tried my hand at painting, sketching, and even pottery, but let's just say I'm more of a "creative thinker" than a "creative maker."
But then, this past winter, something unexpected happened. I decided to give weaving a shot.
Now, I know what you're thinking: "Weaving? That's a bit old-fashioned, isn't it?" Well, maybe. But hear me out.
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Walking down the tropical juice aisle, do you notice something? The packaging of these products seems remarkably similar. Three brands, all using a logo enclosed in a circle, highly saturated colours, and large-scale, realistic fruit photography. It makes me wonder — is there an opportunity here for a packaging redesign?
Don’t get me wrong, I appreciate the consistent use of vibrant colours and mouth-watering fruit images, but with so many similarities, none of the brands truly stand out. They tend to blur together on the shelf, making it challenging for a consumer to pick one brand over the others.
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Before you send that label to print - dyk not all labels are created equal?!
A common mistake made in the early days of a new food business is to choose paper labels as a way of cutting costs or in order to choose a more sustainable option.
BUT if your food contains oils or water you can run the risk of the ink spreading.
On behalf of all designers, I'd like to make a confession:
We still love paper.
From my quarterly subscription to Issues Magazine Shop to drooling over Standards Manual's publications to my sample paper pack from Spicers Canada, I still can't get enough of it.
Photo credit: Thumpr455 on Flickr
Have you ever stopped to truly appreciate a great logo? I mean, really just take a moment to think about what makes a logo stand out. Let’s break it down!
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It was about a year ago when Partial Gallery approached me with an exciting opportunity. They wanted me to curate a selection of original Canadian art for their website. As someone passionate about art and design, I was thrilled to take on this project. The idea of showcasing Canadian talent and sharing unique pieces with a broader audience was right up my alley.
When I started thinking about which pieces to select, I knew I wanted to focus on something that felt both meaningful and visually striking.
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Stock photo by Vecteezy
You've heard it before, but it bears repeating: The customer comes first. Always. A common question in branding and marketing webinars is: "How do I market my coffee, winery, baked goods, or fresh-pressed juices?" While it's a great question, if there was one clear answer, wouldn't every brand in these categories be doing the same thing and looking the same to consumers?
Read MoreI’ll admit it: I still need external validation from time to time. 🙋🏽♀️ So when I was asked to design the Association of Registered Graphic Designers (RGD) 2025 certification sticker, both my imposter syndrome and total elation were manifested simultaneously 😂 But srsly I’m so thrilled to have been asked and I can’t wait to focus on design of an entirely different nature. And as Meghan D'Mello, RGD pointed out to me, as designers we just 💖stickers! https://rgd.ca/articles/amanda-devries-rgd-selected-to-design-rgd-membership-sticker-for-2025
In April 2024 Amanda got a chance to sit down with Kirk Visola and Andy Kurtts on their packaging design podcast.
If you want to hear the whole story of how she got to where she is today, give it a listen!
During a recent retail excursion, I stumbled upon some packaging that caught my eye. What struck me was how these brands fully embraced their culture without hesitation. There was no trying to be trendy or playing it safe – just a genuine embrace of their unique aesthetic.
As a consumer, this kind of authenticity speaks volumes. In a busy grocery store, where I'm rushing to check off items from my list, I appreciate when a brand's packaging instantly tells me whether it's for me or not.
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A small work break a few weeks back included watching “Le Graphisme chez Deberny et Peignot” .
This was a talk hosted by The Cooper Union for the Advancement of Science and Art and presented by Amelia Hugill-Fontanel presented live this week.
This presentation offered a fascinating glimpse into the world of typography.
What caught my attention was the array of type specimens showcased during the talk. Each typeface had a story to tell, and delving into the history behind them was truly captivating. From classic serif fonts to modern sans-serifs, the diversity of designs showcased the evolution of typography over time.
Read MoreGenuinely curious: Are you creating a product that consumers don’t even know they want yet, or are you following market trends to ensure you meet consumer demands?
Read MoreThe True Cost of Design: Lessons from Jaguar Land Rover
In the realm of business and innovation, the significance of design cannot be overstated.
It's not merely about aesthetics; it's about functionality, user experience, and ultimately, the success of a product or service. This sentiment is poignantly captured in a quote attributed to the CEO of Jaguar Land Rover: "If you think good design is expensive, you should look at the cost of bad design."
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Unlocking Your Brand's Persona: The Power of a Celebrity Analogy
Crafting the personality of your brand can be a puzzling task for many business owners. It's an abstract concept that often eludes clear definition. However, during the onboarding process, there's one unconventional tactic that sparks instant clarity: asking the question, "What celebrity would you hire to advertise your brand?"
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This Friday’s PSA for small business owners is a reminder that when it comes to branding and marketing, the KISS principle (pardon the rudeness!) applies every time:
> Is your logo too detailed? Can it be discerned easily, even from a distance or in a small footprint? Can you remove anything that is extraneous and doesn’t contribute to your brand promise? If there is more than one idea or theme you could be confusing your potential audience, and a confused audience is also a disengaged one!