PHILADELPHIA -- Creating sales-boosting brand identity is no accident. It's the product of respect and communication between designer and marketer, said speakers at a packaging conference held in conjunction with the EastPack show here last month. Tim Peterson, manager of package design at Borden Co., Columbus, Ohio, and Richard Shear, principal of the Shear Partnership, Stamford, Conn., described their partnership last year in creating a design for Borden's new Bravos tortilla chips. ...
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