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When New York Pasta approached MWD, they wanted to tell a story, and they were starting with a blank slate. MWD worked with them to develop their strong red iconic logo and then moved on to design packaging for their complete line of pasta. The white stand-up pouch with black & white photos of NYC is both edgy & engaging. Against this backdrop, strong, clean product photography really takes the spotlight. This design is clearly out of the ordinary.

How can package design convey an authentic NYC vibe while maintaining a high level of appetite appeal?

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