Spotlight: Promotional Packaging

Former In-House Menasha Team Morphs into Hartman Design, Deftly Introducing Itself with Sweet & Hot Taste of Success

When one design studio downsizes, it's just an opportunity for another to "upsize." What else is there to do when a bunch of energetic, experienced, talented designers get "displaced"?

Make some lemonade, that's what—and formulate a new recipe for success. The Menasha Corporation in Wisconsin is a venerable institution of a company, and its Art Center division produced award-winning packaging, P.O.P., and collateral design for Menasha's many customers.

Early this year, Menasha squeezed out the Art Center, and those displaced employees now form the new Hartman Design. The new firm is the namesake of Ric Hartman, former director of creative and marketing services at Menasha. The official name may be Hartman, but you'll find every employee's name on the door.

To announce the new studio, firm, and philosophy, Hartman sent out a hefty promotional box with a letter of introduction, their own recipe for success, a sample jar of spicy powdered lemonade mix, a tall glass, a real lemon, and a little moldable, magnetic-footed man. The promotional box makes quite an impression, no matter whose desk it lands on. The box emphasizes key points in Hartman's aggressive approach to creativity, and echoes the studio's positioning statement—Smart Design with Your Brand in Mind.

Hartman acknowledges that Menasha has been very supportive as the team made the transition to an independent shop. "We're either the oldest new company in packaging design or the newest old company," Hartman says.