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Conceptual Packaging - A Creative Type Company

Issue: July/August '05

Cover Story

Procter & Gamble Beauty

by Patrick Henry

Conceptual, design-oriented thinking leads the way at Procter & Gamble's Cincinnati campus, and the Beauty division is no different. Elizabeth Olson, a 25-year veteran of Procter & Gamble, notes that "the bandwidth has just blown apart" in terms of what shoppers want and how they expect it to be presented to them. Emotional connections are essential in Procter & Gamble's broad brand-building strategies.
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Visit Our Valued Sponsors...

2005 Makeover Challenge

by M. Grace Maselli

The entries are in! Our five design teams rose to the challenge when redesigning the Golightly line of sugar-free hard candy. The teams used stunning graphics and innovative structures to raise the brand to its deserving height as a premium candy alternative. Now it's your turn to decide who did the best overall makeover, and vote online.
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Designer's Corner

by Rob Wallace

A welcome new trend in package design is simplicity. However, achieving simple designs might not be so simple. The mass retail environment has become visual junk food, leaving us overfed and undernourished. Successful brands cut through the visual noise with color, symbols, icons, and a singularity of focus to communicate a simple message.
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Global Trendsetters: Italy

by Gianni Rubagotti

This year's "Oscars" of package design in Italy identified some innovative packages and a few significant trends. Italian designers have developed innovative ways to create multi-packs, creative ways to connect with consumers on ecological issues, and new ways to make paperboard and cardboard achieve high-end results.
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Workflow: Ghent Workgroup

by Noel Jeffrey

The PDF file format is moving from Holy Grail status to reality as refinements of the technology are making it viable for production-level print files. The goal is to create file baselines and profiles that can allow a single file to move from proof to package printing. A group of companies are joining forces to guidethis process into the future.
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Profile: Curtis Packaging

by M. Grace Maselli

The Curtis Packaging Corporation in Sandy Hook, CT, specializes in producing inexpensive high-end-looking packages for luxury industries. Curtis works closely with each client to understand their needs, then finds the right supplier for the project. Everyone wins when they can bring new packaging technologies into production.
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The Front Panel

by Marianne Klimchuk

Proprietary shapes are all the rage for brands trying to differentiate themselves on the shelf. Small elements, however, can achieve similar differentiation without the expense of a whole new package. Consumer "Eureka!" moments can also come from functional improvements, imaginative graphics, or technical advances.
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Research: Shelf Impact

by Scott Young

The challenges of "breaking through shelf clutter" are growing, but there is a lack of clarity and consistency in measuring shelf impact. With some careful research and the benefit of lessons from past research, there are proven design strategies that increase package "pop" as well as shelf position strategies that can have an impact.
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Pack Expo Countdown

Pack Expo Las Vegas is just around the corner, September 26th to 28th at the Las Vegas Convention Center. With so much to see and do at the show, preplanning and replanning are advised. The PackExpo.com web site offers a new service, called My Pack Expo, that can organize all of your appointments easily and efficiently.
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Luxe Pack Review/Preview

After the success of June's Luxe Pack New York, focus shifts to the original Luxe Pack in Monaco, slated for November 2nd to 5th. Over 300 companies will exhibit, and many industry leaders will be among the 5,000+ attendees. Conference sessions will be led by Françoise Serralta, Jonathan Ford, and Marc Rosen, among others.
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Wow! What a Package

by David Luttenberger

The new Labatt Blue beer can label promises to keep your beer "colder longer." The Cool2Go wrap has a polymer insulation sandwiched between two layers of DuPont Teijin Melinex film. Though beer-lovers will be impressed, the graphic and type elements of "The Cold One" may not be immediately understood by aisle-browsers.
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