Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. Today we’re chatting with Wink, a design and creative studio based in Minneapolis, about their work on North Mallow Artisan Marshmallows.

1.Walk us through the design process that you went through for this project.

With any project at Wink, we start with very broad strokes of thinking. First, we research. Who is our client and what is their problem? We then collaborate as a team, and gather inspiration of what the project could be. We present mood boards of images we’ve compiled of packaging, patterns, and photography of possible design directions. With client input, we start to narrow our focus to reflect their voice and continue to refine. With client feedback, we can define a roadmap to follow that has the right end solution.