Front Panel: Living in a Virtual World

Posted: July 9, 2013 by
Linda Casey

A record number of attendees flocked to this year’s EskoWorld User Conference to learn more about the company’s products, future roadmaps, engage in workshop, learn from fellow users through presentations and networking, and how to extend Esko’s offerings with products from the company’s partnerships.

One of the partner offerings earning the most buzz at the conference came from Augment, who participated in three breakout sessions and a presentation titled, “Sharing in 3-D.” The company’s mobile app taps into Esko’s virtual prototyping capabilities and the camera capabilities of an Android or iOS device. Users can then place a package design in 3-D, in its actual size and in its actual environment.

The French development company says the app can help designers and brand managers evaluate how a package or point-of-purchase display will look at the intended point-of-sale. The technology can also create more dynamic presentations by blending virtual elements with real-life environments.

Design rewind
Coors Releases 1936-inspired design

As part of its Best Banquet Bars in America campaign, MillerCoors has released a 12-oz package modeled after Coors’ post-prohibition bottle. The shorter, stubbier bottle that harkens to Coors’ history will be included in six-pack configurations of Coors Banquet and sold in restaurants and bars, such as those recognized in the Best Banquet Bars in America campaign.

The Best Banquet Bars are chosen based on input from Coors fans and company employees as places that evoke the spirit of the 140 year-old beer, which has consistently been brewed in the same brewery in Golden, CO. The first two bars to receive this distinction are Lottie’s Pub in Chicago and Morrison Holiday Bar in Morrison, CO.

Spirited Designs
This year’s Luxe Pack New York attracted a record-breaking 2,894 unique visitors, which is an 11% increase compared to last year. Visitors were able to meet with a record 165 exhibitors and attend 11 top-level seminars presented by industry thought leaders.

Several of these seminars drew standing-room-only crowds, including Package Design’s roundtable presentation on designing liquor packaging for the sexes.

The discussion included panelists from the brand owner, design agency, packaging supplier and the academic arena. Fashion Institute of Technology at State University of New York adjunct associate professor Joan Nicosia gave an overview of modern whiskey packaging for men and women—noting how design influences from fashion, fragrance, art, nature and even humor are affecting bottle shapes and label material choices.

Swerve Inc. partner Peter Johnson discussed the power of color cues beyond just pink to target female drinkers, noting the power of black, red and teal in liquor design for women.

Altar founder and CEO Jagatjoti Khalsa discussed how emotive design drives his design process, which resulted in an ergonomic bottle that fits both men and women’s hands well and a textured label that’s as beautiful to touch as it is to view.

IBC Shell Packaging CEO and chief creative officer Norman Kay discussed how to develop a palette with a feminine flavor cue and an interactive secondary package that encourages women to engage with the product.

Beth Positano, associate creative director at Proof, the internal agency at Beam, explored how the vast number of brands at Beam, such as Skinnygirl and Sauza Tequila, are using sophisticated bottle molds and closures to present a stylish and fun experience for female drinkers.