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Five Design Teams Create New Look for Golightly Candies
by M. Grace Maselli
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Brand Engine
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Goodwin
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Gravity
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Tin Horse
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Michigan State University's
School of Packaging
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The fully interactive 3D models on this website are provided by
Brandimation, a package design, product development, and web-based solution company in Morrisville, PA. For years before founding Brandimation in 2000, principals Robert Ziegler and Scott Miller helped spearhead efforts at multinational product and packaging companies to drive creative process efficiencies through cutting-edge technologies.
"Efficient innovation isn't an oxymoron," says Ziegler. "If you're not efficiently innovating, then you're probably not doing much innovation. To remain competitive, not only do you need to continually redefine and redesign your products, you also need to continually explore new creative methods — to redesign how you design."
To help clients innovate and communicate, one of the tools Brandimation employs in its rapid product development arsenal is 3D Visualization, which has become a cost efficient solution. "We're starting to really see a shift in the world of computing — the next frontier of processing is real-time 3D," says Miller. Ziegler continues: "We're all about optimizing the space between products and people. We've typically employed this same 3D technology for our own concepts, for focus groups, and for clients' online product demonstrations. This time we got to have fun helping bring other design firms' ideas to life in 3D."
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Package Design's Second Annual Makeover Challenge has entered the exciting final stage of peer review and online voting. This year's five inventive and proficient design teams were Brand Engine, Goodwin, Gravity, Tin Horse, and the a team of graduate students from Michigan State University's School of Packaging. The teams were supplied with the five SKUs of Golightly sugar-free candies pictured here, and their assignment was to rethink and redesign the packaging — without any limitations.
The teams took advantage of their freedom, pushing the limits of package design for an otherwise predictable category. In constructing a long-term brand strategy, each team developed a unique interpretation of a logo that would serve the Golightly brand in this new millennium, and some teams made functional, signature packages the focus.
With the publication of this issue, we welcome all readers and web-surfers to online voting at www.packagedesignmag.com. Voting for the Challenge will end on the last day of Pack Expo Las Vegas (September 28), where Pack Expo attendees can also vote on their favorite designs. The team with the most votes will be the cover story subject of Package Design's November/ December issue, and a $5,000 student scholarship contribution in the winning team's name will be presented to MSU's School of Packaging.
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