Abstract
From a hand‐made look appropriate to the shelves of natural food stores to a more mainstream, supermarket orientation calling out health benefits and natural ingredients, to a brand‐focused strategy that emphasizes the breadth and identity of the product line, the packaging for Erewhon natural cereals has—over the past two decades—undergone dramatic transformations. Nick Zarkades, Cynthia Davis, and Charles Verde outline this design metamorphosis and the business decisions driving the changes.
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