The Rubber Grid
I developed a "rubber grid" to make it easier and faster for designers to maintain consistent placement and size ratios of typography and standard identity elements when creating new package layouts, regardless of unique package sizes. The rubber grid uses a 12-column system. Each column is further broken down into quarters for cases where further segmentation is
needed. The first grid segment is broken into sixteenths to help size type.
The rubber grid may be stretched or compressed in any direction, but it must always start and end at each end of the package face being measured. This system allows designers to create packaging consistently and work quickly, without compromising the professionalism and brand integrity of the packaging design.