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Before: Atmel’s original packaging lacked a cohesive brand image. Logo placement was inconsistent and in a subordinate position. Typography did not conform to any standards, attribute copy was missing, and packaging styles varied widely between products.

ATMEL PRODUCT PACKAGING

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After: Simplified package design. Established a packaging template system where logo, text, images, and content placement were clearly defined. Introduced a color-coding system to define various kit categories. Implemented a legal standard slug, inventory/UPC code, and standardized paper stock. New packaging standards were rolled out globally in 2012 and reviewed annually.

robin berman

Creative Director for Technology and Consumer Products

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