Primo Angeli is a branding and packaging design professional whose brand work has included Guinness and Harp beers, Henry Weinhard beer, Coca-Cola, BeerGear, Sharp’s, Zima, Lipton, Nestlé, Just Desserts, and Ben and Jerry’s among many others. Formerly the chief executive officer of Primo Angeli Design International, he is currently under the noted banner of PrimoAngeli/Stapley/Hildebrand located in San Francisco.
Packaging is as nuanced as the culture it speaks to. Its solutions are shaped by shifts in popular culture, scientific breakthroughs, and the marketer’s need to fill their pipeline with a steady stream of groundbreaking innovation. A consumer need can even ignite a whole new category.
