Making Makeover Magic

By Ron Romanik

This month we congratulate all the participants in the 2007 Package Design Makeover Challenge for their inventive redesigns of the Citrus Magic packages. In particular, though, the Tridimage design firm from Buenos Aires gets the glory and its name in lights for being the most popular redesign effort as voted by our readers online. The major port city of Buenos Aires contains a unique cultural mix of Latin traditions and European modernism that informs the vibrant designs of Tridimage.

Our Research department this month turns its focus on one of the Tridimage-designed Citrus Magic packages and compares it to the existing design. Our Designers Corner from NiCE Ltd. emphasizes that it takes discipline to get to the core of a brand through package design, and we Spotlight the bold brand repositioning of the Chinese Tsingtao beer and its comprehensive, integrated packaging and merchandising campaign.

MeadWestvaco CEO John Luke took time to speak with Package Design Magazine and to reflect on package design trends such as interactive packaging and sustainability initiatives. We hope you are, like us, looking forward to our December issue dedicated solely to Sustainability Topics. And don 't forget to sign up for our two-and-a-half-hour "Designing for Sustainable Packaging" webinar airing December 5, 2007, from 1 p.m. to 3:30 p.m. Register at www.packagedesignmag.com/sustainablewebinar.

The webinar will feature up-to-date insights into the market forces affecting package design and sustainability, and is co-hosted by the Sustainable Packaging Coalition. The first 300 individuals to register will have free admission to the webinar (after that, the cost is $89.99). All those who register and attend the webinar receive the 104-page Design Guidelines for Sustainable Packaging (a $35 value, produced by the Sustainable Packaging Coalition).

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