They wanted to modernize Kodak's film packaging without losing what made it Kodak.
So I rebuilt the global packaging system around the brand elements photographers already knew and loved.
The challenge wasn't creating something entirely new. Kodak had an extensive set of global brand guidelines to work within, along with the practical constraints of print packaging. I had to balance those requirements with the need for packaging that felt cohesive, recognizable, and relevant across product lines.
I made Kodak Yellow a central part of the system, alongside the brand's angled graphics and distinctive striping. I also navigated dielines, print specifications, color requirements, and production considerations to translate those recognizable brand elements into packaging that worked across a global range of SKUs.
Focus
Packaging system redesign
Heritage brand refresh
Global brand guidelines
Print and production
Global SKU consistency
Retail shelf presence
Outcome
A cohesive packaging system that modernized the product lineup while reinforcing Kodak's visual heritage and brand recognition around the world.
From PetaPixel.com:
“Secondly, the packaging for Kodacolor 100 is fascinating. Unlike Kodak’s other films, which predominantly feature Kodak Professional branding and falls under the umbrella of Kodak Alaris, the Kodacolor 100 packaging features the classic Eastman Kodak logo and aesthetics. It’s much more retro, and, frankly, looks more appealing than Kodak’s other film packaging.”