Area(s) of Expertise
Packaging Design - Surface Graphics & Structure, Branding - Retail & CorporateOverview
In 1974 I formed Werle Design Associates, which specializes in Consumer Packaged–Goods, Structural Package Design, Branding - Retail & Corporate and Brand'strategy. I am the President–and
Creative Director.
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My role at Werle Design–includes the participation of initial client design briefings, assist in–the communication–of all objectives and project criteria to my design team, design input &–collaboration,–assist in the art direction of photo shoots, provide creative direction of all design–activity, contribute to–pre-press approvals and press runs, manage the business–activities of the–firm, involved in the–marketing–& development of Werle Design and–the search for business alliances.
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Education
A.O.C.A., Industrial Design Department, 1971
Professional Experience
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My experience in Packaging Design and Branding has spanned 40 years.–I have partnered with the following clients over my career:
"'sunoco Inc.(A Suncor Company)
"–Bristol-Myers Canada""–
"–General Mills "Lancia Bravo
"–E.D.Smith & Sons Limited
"–Duracell Canada
"–Reckitt & Coleman Canada Inc
"–Campbell Soup Company of Canada Ltd.
"–J.M.Schneider"–Quaker Oats Company Limited
"–Kellogg Canada Inc.
"–Binney & Smith (Canada) Ltd.
"–Umbra Shades Ltd.
"–Robin Hood Multifoods Inc. (Canada / U.S. / Caribbean)
"–The Great Atlantic & Pacific Company of Canada Inc.
"–Molson Breweries
"–Best Foods
"–United Distillers & Vintners Canada
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Some of my current clients include:
"–Coca-Cola Ltd.
"–Petro-Canada (Suncor)
"'sC Johnson (Tana Brand)
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Awards \ Grants
Packaging Association of Canada Awards "2015
Gold Sabine's Collections Baguette Crisps and Bites
Gold Fuze Concentrated Tea Drops
Gold Powerade Concentrated Drops
Silver Nestea New Flavours
Silver Dasani Concentrated Drops
Packaging Association of Canada Awards "2013
Best of Show Minute Maid 100% Juices
Gold Minute Maid 100% Juices
Gold Minute Maid 450mL Single Serve bottles
Silver FUZE 500mL Vitamin Enhanced Fruit Drink
Silver NOS High Performance Energy Drink
Chairman's Choice & Gold" Fruitopia Brand –03
––Gold––––––––––––––––––––––––––––––––––––"Fruitopia Labels Category & proprietary bottle form –05
––Gold––––––––––––––––––––––––––––––––––––"Fruitopia Labels Category & proprietary bottle form –09
–'silver–––––––––––––––––––––––––––––––––––"Tana Brand Marketing category –11
""""""""""""""""""""""""Fruitopia Brand Marketing Category
–––––––"–––––––––––––––––––––––––––––––––––––––Minute Maid Pure Squeezed
Paperboard Category
–––––––"–––––––––––––––––––––––––––––––––––––––Minute Maid Brand Marketing Category
""""""""""""""""""""""""Minute Maid Labels Category
""""""""""""""""""""""" Nestea Fruit Tea
""""""""""""""""""""""" Minute Maid Simply Orange –"Labels category
""""""""""""""""""""""" Fruitopia Brand "Brand Marketing category
""""""""""""""""""""""" Five Alive Brand
""""""""""""""""""""""""BIBO Brand Merchandising Award
""""""""""""""""""""""" –Molson Diamond Mild Lager
""""""""""""""""""""""""Minute Maid –Mango Punch–
""""""""""""""""""""""""Minute Maid Frozen Punches
""""""""""""""""""""""""E.D.Smith 'sauce & Savour"Baking Sauces
""""""""""""""""""""""""Betty Crocker Angel Food Cake Mix
""""""""""""""""""""""""Sunoco –Cash & Carry"Motor Oil
""""""""""""""""""""""""O-Cedar Mops Display
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London International Advertising Awards –––
––––––––––"Winner """"""""""""Master Choice Fruit Galettes
""""""""""""""""""""""""Master Choice Laundry Detergent
––––––––––"Finalist """"""""""""BIBO 200mL Tetra Wedges
""""""""""""""""""""""""Master Choice Fat Free Salad Dressings
""""""""""""""""""""""""Master Choice Clafoutis
""""""""""""""""""""""""Master Choice Wheat Free Cereal
""""""""""""""""""""""""Master Choice Golden Cereals
""""""""""""""""""""""""Master Choice Halibut and Chips
""""""""""""""""""""""""Master Choice Chicken Breasts
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CLIO International Awards––––––––––––––––––––––––––––––––––––––
––––––––––"Certificate """"""""" Master Choice Fruit Galettes
"""""""""""""""""""""""" Master Choice Chicken Breasts
"""""""""""""""""""""""" Master Choice Golden Cereals
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Package Design Council (U.S.)––––––––––––––––––––––––––––––––
––––––––––"Gold Winner """"""" Master Choice Fruit Galettes
––––––––––"Gold Finalist """"""" Master Choice Basmati Rice
""""""""""""""""""""""""–Master Choice Black Tiger Shrimp
""""""""""""""""""""""""–Master Choice Daily Science Dog Food
""""""""""""""""""""""""–Master Choice Golden Cereals
""""""""""""""""""""""""–Master Choice Halibut and Chips
""""""""""""""""""""""""–Master Choice Pacific Salmon
""""""""""""""""""""""""–Master Choice Chicken Breasts
""""""""""""""""""""""""–Master Choice Laundry Detergent
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International Brand Packaging Awards"–––––––
––––––––––"Bronze """""""""""" Master Choice Dog Biscuits
"""""""""""""""""""""""""Master Choice Basmati Rice
"""""""""""""""""""""""""Master Choice Dessert Pies
"""""""""""""""""""""""""Master Choice Golden Cereals
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Beverage Packaging Global Design Awards–––––––––––––
––––––––––"Silver """"""""""""""Fruitopia Brand
"""""""""""""""""""""""""BIBO Brand
"""""""""""""""""""""""""Molson Diamond Mild Lager
––––––––––"Bronze """""""""""" Minute Maid Frozen Punches
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Marketing Magazine Design Awards ––––––––––
––––––––––"Gold """""""""""""" Umbra POP Alarm Clock
––––––––––"Silver """"""""""""" Master Choice Golden Cereals
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Studio Magazine Awards––––––––––––––––––––––––––––––
––––––––––"Gold """""""""""""" Umbra POP Alarm Clock
––––––––––"Merit """""""""""""" Lancia Bravo Olive Oil
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Applied Arts Magazine Awards––––––––––––––––––––
""" Silver """""""""""""" Master Choice Smoked Salmon
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Unisource Papers Litho Award
""" Special Digital Award––––Minute Maid Chilled Orange Juice
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Canadian Senior Packaging Advisory Council Award
""" Honourary Mention
Commissions
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Professional Affiliations / Boards / Juries
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Packaging Design Council - PDC, 1994 "1997
Packaging Association of Canada (PAC) "I have been involved as a juror for the National Packaging Design
competition for many years and most recently was the Chair of the Brand Marketing category. I currently sit on the
PAC–Leadership Awards committee and Student Design Competition committee and have sat on the Student Chapter
committee–in the past.