With its award-winning packaging design application iC3D, Creative Edge Software has recently helped Sun Branding Solutions create a range of new packaging designs for Unilever’s premium variant of the Comfort Intense fabric softener brand. The all- in-one software allows designers to generate 3D digital prototypes in real time  for cartons, labels, flexibles, bottles, POS/POP and shrink wraps. In creating  the design, Sun Branding Solutions wanted to use bright color in a big way  on the pack, but consistency across the range had to be guaranteed. It  was the specialized Shrink and Shrink Correction features of iC3D  that made the difference for the agency: The software quickly and  accurately visualizes how shrink film artwork will distort when  applied to 3D models. “For most creative agencies and brand  managers, one of the main pitfalls of packaging development  is that the process of ideation, design and production is  entirely fragmented,” says Nick Gilmore, CEO of  Creative Edge Software. “Not only is this unnecessarily  expensive but it also hampers creativity because  designers try to second-guess practical issues before  the design goes too far. iC3D is a powerful solution  for road testing ideas, allowing full, photorealistic  3D mock-ups at any and every stage of the  design process.”  www.creativeedgesoftware.com www.sunbrandingsolutions.com