This Way Up reveals the creative process behind 14 distinctive and original international packaging designs. From bottle labels to household goods packaging or fashion bags, packaging design comes within the remit of all graphic designers. This title focuses on contemporary packaging projects that have stood out from the crowd (essential in this highly competitive field), be they big- or small-budget projects, one-offs or elements from extensive ranges. Giving a complete overview of the evolution of each design, via interviews with all the creatives involved, and with a wealth of visual material, this title provides designers with a clear insight into how others succeed in the area of packaging. It should be a useful resource for both practising and new designers.