For the Love of Luxe

Posted: May 2, 2012 by
Linda Casey

Considering the economic challenges consumers have been through the past few years, it’s easy to assume that we’re more apt to embrace packaged products that are austere in nature. But a report from Koncept Analytics shows consumers trending in a different direction. “The Global Luxury Goods Market Report,” released by MarketResearch.com in November 2011, shows that with the exception of 2009—when the U.S. subprime crisis hit—global demand for luxury goods actually has been growing.

Entrepreneurs like Kimora Lee Simmons have taken note. She recently launched Shinto Clinical, a skincare brand that uses exotic ingredients and striking, sleek packaging to deliver an indulgent product and branding experience. On page 24, we explore how design agency QNY used finishing touches such as tactile varnishes and silver foil-stamping to add luxury through sight and touch.

Using metallics to give packaged products an upscale look is a growing trend that Package Design’s editors have followed for a while now. It’s also a trend that you’ll see employed in various ways in the premium package designs highlighted in this issue. Turtle Run Winery uses a metallic coating to add dimension to its wine labels (page 34); Dorset Cereals uses silver foil to bring a bit of sparkle to the unbleached kraft cartons that carry its snack bars (page 52); and Klara’s Gourmet Cookies uses metallic, standup pouches to deliver shelf impact for its decadent snacks (page 28).

But we believe there might be a better way to say premium for Klara’s. So we’ve invited the cookie company and four design firms to take part in this year’s Makeover Challenge, sponsored by Hazen Paper Company. In this blue-sky exercise, the agencies will work with Klara’s to help the company define its brand and re-imagine the packaging. The Package Design community will then have a chance to vote on the designs, starting with online voting at packagedesignmag.com in August and in-person voting at this year’s Pack Expo International show in October. Meanwhile, you can learn more about the competing firms from their profiles on pages 30-33.

P.S Be sure to check out our new columns Converter’s Corner (page 20), which brings tips on how to prepare your designs for printing, and Field Notes (page 52), which features package-design opinions from readers like you.