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From labels on bottles to the bottles themselves, from the packaging of household goods to plastic boxes for skinny t-shirts, designing packaging comes within the remit of most practising designers. With fierce competition in this most commercial area of graphic design, contemporary packaging designs must have innovation and personality on their side to stand out from the crowd. THIS WAY UP follows the creative process behind 14 distinctive international projects that illustrate original approaches to packaging: big budget, small, one-off packs, and extensive ranges where development is needed over time. With a wealth of visual material, THIS WAY UP is an inspirational resource for both practising and new designers.