Package Design - January/February 2014 - 6

FRONT PANEL

Thinking inside the Box
FIT exhibition immerses visitors
into the world of package design.

P

The exhibition was
designed by FIT
students to mimic a
typical supermarket
experience.

6

January/February 2014

roject Carton, a recent exhibit at the Fashion Institute of Technology, a college of the
State University of New York, gave visitors
an insider view of package design. The exhibition
aimed to show how gable-top containers allow
brands to communicate their message to consumers. This type of carton was chosen in part,
because it's widely considered to be a sustainable
package, thus highlighting the FIT's commitment
to environmental awareness in its curriculum and
on its campus, and it's a package that consumers
interact with often.
The exhibition itself and its contents were
designed by the students to mimic a typical supermarket experience with shopping carts, refrigerator
cases, brochures in the form of sale circulars, and a
gable-top carton display case. On display are a
wide range of products packaged in studentdesigned gable-top cartons, including milk, juice,
pet shampoo, sugar, bird food, dog food, rice,
honey, coffee, and men's socks and underwear. All
of the carton designs were created for a competition for FIT students sponsored by Evergreen
Packaging, (www.evergreenpackaging.com), a
global supplier of fiber-based sustainable packaging solutions.
"The diverse creativity of the students' contest
entries illustrated how companies can take full
advantage of the brand-building power of four carton
panels with vibrant, full-color graphics," says Marianne Klimchuk, professor and associate chair of
FIT's Packaging Design program as well as a member
of Package Design's editorial advisory board.
FIT's Packaging Design program offers a BFA in
Packaging Design and has recently introduced a
new certificate program in Sustainable Packaging
Design. Alumni hold positions at a number of
Fortune 500 companies including Avon, ColgatePalmolive, Gap, Johnson & Johnson, Kraft,
Limited Brands, Macy's, Martha Stewart, and
Pepsi, as well as at top brand strategy and design
firms. To learn more about FIT, visit fitnyc.edu.
Package Design - January/February 2014

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