Reuben is a veteran design blogger and creative thinker. He is co-founder of branding and packaging design agency, Miller Creative, along with his partner (and wife) Yael Miller. In his past life, he was project manager for big, fancy residential developments in NYC, London and South Africa, but was always an artist at heart.
Yael has been designing brand identities and packaging for over 12 years. She is co-founder of Miller Creative and senior contributing editor at The Dieline, the world’s leading packaging blog, almost since its inception in 2009. Her work has been published internationally, and she writes and speaks about branding and packaging design.
THE STORY OF HOW VANITY BARCODES™ BEGAN
Reuben and Yael were designing packaging for product brands at their studio, Miller Creative. Always looking for new ways to elevate packaging, they began enhancing barcodes on packaging in a way that was fun or clever, while still retaining their scan integrity. Eventually, they decided to form a new company especially for customized barcodes in 2009. They called the company Vanity Barcodes™ since the concept reminded Yael of vanity license plates – which takes something mundane and unnoticed and makes it a fun and interesting mode of expression and creativity. The term ‘vanity’ caught on and many now use this word to describe a decorative barcode.