What's Your Story?

By Ron Romanik

The hotter the summers are in central Mexico, the sweeter the blue agave plants grow around the town of Tequila. These plants take eight years to mature before their hearts can be harvested to start the tequila-making process. Tequila is comparable to single-malt scotch in that there are many brands produced in small distilleries concentrated in one part of the world. It's exciting to watch new and updated brands use package design to tell authentic stories that will entice even the jaded tequila connoisseur.

Speaking of the spirits category, a new brand has an ambitious plan to introduce six different spirits products under a single brand—pi.n.k. Check out the Spotlight article on this intriguing concept that tells a story of "fashionable energy and inherent intensity." Other small innovations in liquor bottle design are telling a functional story that the brand cares about how the consumer feels about the bottle itself.

Sustainability stories are not always authentic because they sometimes make unsubstantiated claims—verbally or silently—with packaging and design. Our monthly Sustainable Packaging Update tells about a new guide that offers tools to help designers navigate the uncertain waters. The Designer's Corner discusses how to get the most out of the message of sustainability by telling stories more efficiently.

Don't forget to go online at www.packagedesignmag.com to vote for your favorite Makeover Challenge design team. The four design teams created vibrant packages to tell a new story for the Citrus Magic air freshener brand, and we need you to determine the best overall package redesign of four SKUs.

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 stories that are old-fashioned and authentic or modern and innovative.

Ron Romanik
Editor-in-Chief
rromanik@lyonsmediainc.com