Time for a Fresh Look

By Ron Romanik

The July/August issue of Package Design Magazine is always one of the most popular because it contains the annual Makeover Challenge. Package designers are eager to see how their peers have responded to the challenge to reinvent a brand through package design.

The July/August issue also previews the HBA Global Expo in New York City, which hands out a number of package-design related awards. This year's recipient of the "Packaging Executive of the Year" award is Scott Widro of Chanel. Our cover story examines Chanel's commitment to a consistently singular luxury experience no matter where in the world you buy Chanel.

Two spotlights examine new health and beauty releases that try to tap into new male demographic subcategories. Other articles include an examination into why overt brand security measures are not catching on rapidly in consumer goods and an exploration of how semiotics (the study of signs) can be used to improve the effectiveness of package design.

To discover how "Everything old is new again," read our Sustainable Packaging Update that showcases how raw materials once commonly used to make paper and cardboard are resurfacing as viable alternatives to virgin wood pulp.

For even more package design solutions, check out our new Package Design "eSolutions" newsletter at www.packagedesignmag.com/esolutions, and sign up for the semi-monthly email. As always, feel free to share with us package design ideas that bring a singular experience to consumers.

Ron Romanik
Editor-in-Chief