Renewing Zuegg

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Creativity vs. skill. The projects you can find on this site are not the result of creativity. Or rather, there is creativity, but it would be better to use the word skill. Each project has a different degree of complexity and the skill lies not so much in the creative response as an ability to deal with chance, in other words, what happens as the project develops. More

A new AB

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““If the product is the same, you might as well improve the packaging. In this way we add an extra touch of beauty…”. This declaration by one of our clients is enough to realise how important restyling activities are in establishing more affectionate relationships with so-called consumers (in other words, us…). More

Competitive bids. The desire for a breakthrough

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If you are a client, a competition is often a desire for a big shift. In some cases we are invited, in others we participate. Sometimes we win and sometimes we lose. But it’s not the most effective way. The life of a brand is complex and unique, which is why, before finding good solutions, you need to understand and understand each other and spend a lot of time preparing. What follows are reflections based on our experience, and advice to avoid competitions. More

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