Brand Packaging articles from August 2006

Brand Packaging archives from August 2006

Where design meets strategy.(Conferences, meetings and seminars)
August 1, 2006... We've said it before: Your packaging is critical to your brand. It's the last three feet and last three seconds (and the ultimate measure of success) of your marketing program. But, these days, packaging has to do more than just "pop" at...

Metrics matter: but measuring the return on your packaging investment is easier said than done.
August 1, 2006... The most beautiful curve is a rising sales graph. Clearly, a statement like that can only come from a man who understands business. But Raymond Loewy, who is widely recognized for that quote, also knows a thing or two about "curves". Arguably...

A wrinkle-release spray for the realworld.(OUTSIDE THE BOX)(wrinkle-releasing sprays)
August 1, 2006... When a revolutionary product is introduced in an old structural packaging format, it is often the result of an aggressive timeline or a lack of a structural design process. Take wrinkle-releasing sprays for instance--they are relatively new...

Brian Collins in conversation: reinventing brand design.(Interview)
August 1, 2006... Brian Collins is executive creative director at Ogilvy & Mather Worldwide, where he leads the Brand Innovation Group (BIG), the agency's brand experience and design division. Its acronym is certainly appropriate; Collins and his team have only...

Hot times for cool beer: beer brands have been at work leveraging new packaging technology to keep those icy brews in consumers' hands from getting warm.(packaging innovations designed to insulate their brews)
August 1, 2006... Nothing hits the spot on a hot day like a cold beer. That's why several breweries are embracing new packaging technology designed to keep that beer colder longer. This year, Labatt Breweries of Canada and Coors Brewing are both marketing new...

Sensory touchpoints: magic moments through packaging: package structure can make a multi-sensory impact to enhance the "moment-of-truth" experiences consumers have with your brand.(INNOVATING FOR LIFESTYLE TRENDS)
August 1, 2006... It is evident that consumers are looking for a stronger emotional connection with the products they buy. In a world of commodity offerings and a mind-numbing array of choices--with each new product seemingly derivative of the last--consumers...

Raising a commodity to star status: packaging that helped create unique brands.
August 1, 2006... Shelf clutter is nothing new. But so many similar products in crowded, over-merchandised categories and across multiple retail channels only serve to increase the risk that some will come to be viewed by customers as commodities. Whether you...

Altoids: Curiously Fussy.(tin packaging design recieves awards)(Brief article)
August 1, 2006... Altoids has traded in its red and white color scheme for classic black and white--but only for a short while. A "Curiously Fussy" limited-edition designer tin, turned out in a lace-like pattern and complete with a specially created liner, will...

Brazilian map-wrapped bottle.(MARKET-DRIVEN INNOVATIONS)
August 1, 2006... Housed in a slender glass bottle wrapped with a leather band, Diageo's Oronoco Rum earned the supreme gold award and the top prize in three other categories at the recent Starpack packaging awards. Part of the appeal of this package is the...

Enjoying a bumpy ride.(MARKET-DRIVEN INNOVATIONS)
August 1, 2006... BAWLS Guarana has expanded its product line with new 16-ounce cans featuring a spot-applied foaming ink that creates a tactile experience for users. The technology, developed by Crown Holdings (www.crowncork.com), creates a raised surface and,...

Tropicana goes premium.(MARKET-DRIVEN INNOVATIONS)(Tropicana Products)(Brief article)
August 1, 2006... Stepping outside the juice aisle and into the produce section, Tropicana Products is going premium with the debut of Tropicana Pure, a line of four 100 percent fruit juices in shapely one-liter bottles designed by laga | 0ne80 Design...

Category jumper.(MARKET-DRIVEN INNOVATIONS)
August 1, 2006... Multivet International, a maker of pet training products, worked with Pearlfisher (www.pearlfisher.com) in New York to create a brand that would extend its aerosol technology into new categories. The result is Hush, a home fragrance system that...

Flat-packed lenses.(AquaSoft Singles from ClearLab)(Brief article)
August 1, 2006... Recently unveiled by ClearLab is AquaSoft Singles, single-use contact lenses in flat-packs that provide easy lens access, simple right/left identification and require less storage space than conventional contact lens packaging. Each convex lens...

Mini air freshener to go.(BRAZIL)
August 1, 2006... In keeping with the "small is the new big" trend, Ceras Johnson has introduced its new Glad Mini Air Freshener, said to conveniently fit into bags, suitcases and purses. The air freshener, which is packaged in a 12-milliliter metal aerosol can,...

Consumers want it fresh and fast.(Campbell)(Brief article)
August 1, 2006... Consumers in the UK told Campbell's that reclosability and freshness were top of mind when purchasing salad croutons. In response, the company launched its Liebig crouton brand in a 300-gram reclosable rigid plastic jar that is said to offer...

Fairy tales can come true.(Russkij Avangard's ultra premium Fairy Tale vodka)(Brief article)
August 1, 2006... This elaborate carton conveys the magical, theatrical sensibility of brand owner Russkij Avangard's ultra premium Fairy Tale vodka. The package's unique construction includes a clear window in the center to showcase the vodka bottle, complete...

Biscuit tin plays a tune.(CHINA)(Brief article)
August 1, 2006... Packages that keep children amused and entertained long after the contents have been used are gaining momentum in global markets. In the case of this biscuit product from China, not only does the tin contain crisp and sweet biscuits, it also...

Embossing raises the bar for margarine brands.(EUROPE)
August 1, 2006... Unilever has invested in Latta's position as Europe's leading margarine brand with a rebranding that breaks out of the category's traditional round tub. "The Latta redesign has delivered a genuinely unique pack appearance, which stands out...

Following up on developing trends.(Hardy Wine Co.)(Brief article)
August 1, 2006... Over the past few years, a host of wineries have joined a global trend in packaging their products in boxes, especially three-liter boxes. We reported on this trend most recently in the July 2006 issue of BRANDPACKAGING. BOXED WINE SEGMENT...