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October 10, 2007 • Number 20
DESIGNER'S VOICE: Authenticating the Brand: A Miracle Far Beyond the Capacity of an Ad Campaign.
By David LemleyIt was Abraham Lincoln who said, "How many legs does a dog have if you count the tail? Four, calling the tail a leg doesn't make it a leg." Human beings need ways to create meaning in an effort to define themselves in today's world of hyper-choice. In our increasingly get it now, Photoshop the cheekbones and work out the details later world, we the people, are desperately seeking Reality, Truth and Authenticity.
Read the rest of this engaging article here.
DESIGN: Flowdesign Helps XanGo™ with the Next Step in Their Global ExpansionXanGo's new bottle is a result of an upgraded manufacturing process implemented to meet surging demand. The design and function of the new XanGo bottle are essential pieces of this brand evolution. Each step further solidifies XanGo’s market leadership and paves the way for rapid and sustainable expansion. Each development has been carefully weighed, considered and implemented in order to maintain the worldwide leadership of XanGo and brand recognition that helps each of its distributors continue to build a successful business.
Redesigning the bottle shape to accommodate modifications in the filling process was a challenge. After developing several new shape alternatives that worked well with the modified filling process, the final selected shape best fit into the brand’s equity evolution. The new shape has a taller and wider neck as well as a slightly different shaped body. Other steps were taken to give the design a more contemporary feel.
The bottle design kept its distinctive carved swoosh, but lost the embossed stars. The label and capsule design was also updated. The XanGo name is now prominent on the top in a contemporary font and the Asian character from its original label has been carried over as a circular icon placed on the bottom. “This process was a true balancing act,” says Dan Matauch, principal of Flowdesign. “Our main concern was to keep the brand’s key equity components.”
STRUCTURE: Alcan Packaging’s Cross-Directional Laser Technology Improves ‘The Score’For easy-open convenience, superior appearance, and tamper evidence, food processors can improve their score using LaserTear® cross machine directional (CMD) scoring technology from Alcan Packaging. CMD laser-scored film works with zipper applications and creates a unique, “hooded" package that allows for the removal of the entire package header to expose the resealable feature.
By scoring below the zipper, this innovation delivers easier consumer access and eliminates the potential for contents to collect between the zipper and the package. CMD scoring also results in an attractive shelf appearance while the package hood provides a third layer of protection.
Compatible with vertical form/fill/seal equipment, Alcan Packaging’s flexible film featuring LaserTear CMD scoring exhibits excellent machinability, running at top speeds and meeting the toughest operational demands. “Alcan Packaging's laser expertise is an essential component in creating scores that run across varying film layers, including gussets," explains Michael Dennis, marketing manager for the company’s Food & Specialty Flexibles group. “Add to that an understanding of the impact of laser on material characteristics and precise web handling for consistent scoring, and you get an idea of the complexity involved in producing laser-scored film that ensures smooth, seamless production runs.”
WEBINAR: Designing for SUSTAINABLE PACKAGING
December 5, 2007, 1 p.m. to 3:30 p.m.REGISTER HERE
This special two-and-a-half hour sustainability webinar will feature up-to-date insights into the market forces affecting package design and sustainability. Package Design Magazine and the Sustainable Packaging Coalition will cohost the event.
This program will probe the real meaning of sustainability as it applies to package design professionals. We’ll explore the issues and concerns from several perspectives—the state of the industry, consumer perspectives, marketing strategies, regulatory issues, and spotlighted success stories. One highlight of the program will be a thorough discussion of “systems thinking,” where sustainable design really begins and ends, by Curt McNamara. Another highlight is the Package Design columnist and longtime sustainability advocate Wendy Jedlicka, who will tell you how to get the sustainable message out, and how to tie all your efforts together.
The first 300 individuals to register will have free admission to the webinar (after that, the cost is $89.99). All those who register AND attend the webinar receive the 104-page Design Guidelines for Sustainable Packaging (a $35 value, produced by the Sustainable Packaging Coalition).
Speakers include, among others: ANNE JOHNSON, Sustainable Packaging Coalition; MARTHA LEFLAR, Sustainable Packaging Coalition; DR. ELISE L. AMEL, University of St. Thomas; DR. CHRISTIE MANNING, Center for Global Environmental Education; DR. PAMM SMITH, University of Minnesota; GARTH T. HICKLE, Minnesota Pollution Control Agency; CURT MCNAMARA, o2 Global Sustainable Design Network; WENDY JEDLICKA, Jedlicka Design Ltd.; SCOTT BALLANTINE, Microsoft.
MATERIAL: Crown Creates Glow-in-the-Dark Packaging for Halloween FunCrown Beverage Packaging USA has created a unique glow-in-the-dark package to add a fun and interactive element to a Halloween promotion being introduced by Cott Beverages. Cott will introduce a reduced-sugar orange cream soda in the U.S. just in time for trick-or-treating.
The limited edition package incorporates a special decorating ink with phosphorescent pigments that emit a green glow when in dark environments. Supplied by Chromatic Technologies Inc. in Colorado Springs, CO, the ink is applied to emphasize important packaging graphics. These include the word “Halloween,” the mouth, eyes and nose of a large jack-o-lantern, and ghoulish eyes peering out of a creepy black and purple forest background.
To underscore the healthy nature of the reduced sugar soda, the package is produced in a small 8-oz. size that provides portion control. “Halloween is a popular time of year for special promotions, so we wanted a distinctive and interactive package that would allow our reduced sugar cream soda to convey the fun spirit of the holiday and maximize appeal,” explains Dave Vautrin, v.p. of Innovation at Cott Beverages.
Maxco’s Sustainable “LTS” Package System Is Approved for Export by USDAMaxco Supply of Parlier, CA, one of the prime innovators in the area of fresh produce packaging and packaging machinery, has received an important USDA export certification for new sustainable corrugated containers. Maxco’s LTS (Long Term Storage) system for table grapes has been USDA approved for export to the U.K., Australia, and New Zealand, the first corrugated box to receive this certification.
The LTS system is the sustainable packaging alternative to EPS or hard plastic containers. Part of Maxco’s broad commitment to sustainability, the LTS maximizes the use of renewable or recycled source materials and is a 100% recyclable corrugated wax-free container. Unlike traditional long term storage options, the LTS can be baled at the retail store level rather than ending up in a landfill. Coated with the recyclable water-based Maxguard treatment, which makes the box durable in high humidity conditions, the LTS provides safe product storage and better product arrivals for the retailer.
Demand for the LTS is growing as more domestic and export markets are experiencing its benefits. The focus in today’s market is on sustainable, environment-friendly products and practices, and Maxco’s LTS achieves that without compromising performance. Years of development and refinement, based on field tests and feedback from our customers, have gone into the development of the LTS, and Maxco is proud of the distinction it’s received from the USDA.
COMPONENT: Rexam Teams with Degussa to Create Industry’s First Foaming LotionRexam’s new foaming lotion formulation, developed with Degussa GmbH, is expected to open exciting new product development opportunities throughout the world.
This foaming lotion was discovered through Degussa’s advanced use of cationic surfactants, which resulted in new levels of spreading ease, as well as superior absorption, skin treatment properties, emulsification, and leave-on properties. The net result is soft, smooth, gentle, and non-sticky application on skin, with the ability to function perfectly with Rexam Airspray’s innovative line of one-touch mechanical foamers.
The Rexam-Degussa effort has created an appealing foaming lotion that builds brands and enhances consumer satisfaction. According to company officials, each formula can be prepared with a minimum amount of mild surfactants, thus eliminating the chance of harsh chemical irritation while maximizing skin feel and consumer satisfaction. This holds special appeal for makers of leave-on products, such as facial or body moisturizers, as well as creators of baby care, sun care, and shaving products.
NEW ANGLE: Qosmedix Markets a Self-Stick Cell Phone Mirror for Compact ViewingQosmedix Self-Stick Cell Phone Mirror allows you to always look your best and feel confident—discreetly. This easy-to-apply-and-remove transparent reflective film clings to a cell phone screen to create a mirror when the backlight is off.
The special adhesive leaves no residue, and the cell phone screen shows clearly when backlight is on. These convenient mirrors could be bonus point-of-purchase items or as a way to promote a company’s services. Your message is always visible with backlight on or off. Smudges wipe from the film’s surface with a tissue, and custom sizes and logo imprinting are available.
ANNOUNCEMENTS: The 20th DuPont Awards for Packaging Innovation Announces Call for EntriesDuPont has announced that the packaging industry’s longest running, independently judged global innovation awards program has added a special emphasis on sustainability. Innovation in the journey toward sustainable packaging will now be a key consideration in addition to innovation in delivering quality packaging solutions.
The call for entries for the 20th DuPont Awards competition was announced at the Sustainable Packaging Forum in Pittsburgh, PA, by William F. Weber, vice president, DuPont Packaging. “Today there are strong drivers toward sustainable packaging including increasing consumer awareness, pull from brand owners and retailers, legislation and other factors,” Weber said.
Entries for the 20th DuPont Awards will be accepted until January 31, 2008. For additional information and entry materials go to www.packaging.dupont.com. A prestigious international jury panel contributed to the evaluation criteria for the 20th DuPont Packaging Awards. Factors such as innovation, enhanced performance, responsible sourcing, clean production and effective recovery will be considered in selecting the winners.
DuPont was one of the first companies to publicly establish environmental goals 17 years ago, and the company has broadened its sustainability commitments beyond internal footprint reduction to include market-driven targets for both revenue and research and development investment.
Risdon Announces China Personnel to Manage New Markets and FacilitiesRisdon International announces a new management team for its China operations where the company recently completed two major acquisitions—the former Decorpart Asia metal forming and finishing plant in Suzhou and the Inmagine Plastics facility in Taicang City. Faqueer Ahmad will head the Risdon Asia management team as executive vice president and managing director. Ahmad formerly was Risdon’s executive v.p. international based in Watertown, CT. He will now take up residence in China where he will oversee Risdon’s operations.
Jackie Khang has been appointed Director of Operations at Risdon Asia’s metal forming and finishing facility. Khang was most recently employed as Director of Operations at Intercos (China). Philip Teu has been appointed Director of Operations at Risdon Asia’s plastics plant. Teu formerly worked for ATP (China). Linda Cooper was named company liaison between Risdon’s U.S. manufacturing facilities and Risdon Asia operations. Her responsibilities will include Product Coordination and Customer Service Ms. Cooper was formerly employed at ATP.
“These appointments ‘complete the circle’ for Risdon in China,” said Steve Pearlman, Risdon president. “It’s been just under a year since we announced our intentions to expand into the China market. Our two recent acquisitions solidified our manufacturing base with metal and plastics capabilities. Now, we are backing those operations with a strong support team of experienced and dedicated professionals.”
Kaufman Container Launches New Website with Intuitive NavigationKaufman Container, a leading packaging sourcing and decorating center in the Midwest, has unveiled its new website, which can be found at: www.kaufmancontainer.com. The new site is both visually appealing and easy to navigate. It’s intuitive navigational system and functionality allows visitors to quickly find the information that they need. The end result of the new design is a look and feel that is visually stimulating, yet simple and informative.
Updated photography and color schemes give a more modern feel to the site, while keeping consistent with Kaufman Container’s identity. Among the new elements added to the site is the “Featured Products” section, where the latest packaging innovations offered by Kaufman Container will be put on display. In addition, internet marketing features were designed to increase customer awareness of the products provided by Kaufman Container, including an E-Newsletter feature and increased search engine optimization. While impossible to show every product offered by Kaufman Container, the new site gives a more comprehensive overview of the company’s capabilities, including product offerings and value-added services.
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COMPASS is an online software tool for packaging designers and engineers to compare the environmental impacts of their package designs.