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Conceptual Packaging - A Creative Type Company

Issue: January/February 2007

Cover Story: Safeway

The brand managers at Safeway do not manage private label products and packages, they manage consumer brands. Today, they are implementing a bold plan to the revitalize the 4000+ store brand items and consolidate 70 private label brands under their strongest 10 "Power Brands."

Also:
Supermarket Strategy: Private Label Salsa Packaging Moves Into Ketchup Territory

Worth a Second Look: Publix and Private Label

The Front Panel

by Marianne Klimchuk

The educational opportunities surrounding package design can often seem limited and difficult. A new textbook hopes to be a new resource that provides students, designers, or marketers with the foundation of the discipline and the basics of the design process. [more]

Designer's Corner

by Jim Stringer

In today's fast-paced consumer-driven market, effective packaging programs depend on many factors and decisions that change as quickly as the trends that drive them. But there is a proven recipe for creating top-of-the-line packaging with bottom-line success. [more]

Retail Focus: Private Label

by Bill Wynkoop

Our astute friends in Canada were some of the first retailers to realize the value and power of taking a branded approach to their private label. One lesson is how the package design downplayed the product name in favor of creative variety names. [more]

Research: Applied Ethnography

by Ron Romanik

OfficeMax management has implemented a plan to develop and manufacture the first truly OfficeMax products—the brand new TUL pen lines. Gravity Tank helped OfficeMax design the products and packaging simultaneously from start to finish. [more]

Profile: Sonoco

by Debora Toth

Sonoco has a truly worldwide perspective on package design, which lets them spot emerging trends and invest for the future. The company has become an inventive and award-winning packaging manufacturer that responds to market changes quickly. [more]

Wow! What a Package!

by Lynn Dornblaser

Perhaps one of the reasons we don't see rampant package innovation crossover is because new product developers tend to know everything about their brand and category to the exclusion of what they see—or don't see—elsewhere. One solution: Go to the stores! [more]