Brand Packaging articles from July 2005

Brand Packaging archives from July 2005

The challenge of choice.(Editorial)
July 1, 2005... Last month, Proctor & Gamble announced it would close the doors to its customized cosmetics business, Reflect.com. The online cosmetics purveyor, which allowed consumers to personalize a product's color, formulation and packaging, had been held...

Countering the counterfeiters: how brands can protect themselves: you don't have to make it impossible to steal your brand identity--just make it extremely complex and costly to try.(Cover Story)
July 1, 2005... Your brand is valuable. In fact, the reason for branding is to signal special value in products--value that cannot be weighed or measured, but that carries an assurance of quality integrity... all of the traits you have worked hard to make the...

Premium single-serve baby formula.(OUTSIDE THE BOX)(Brief Article)
July 1, 2005... Despite the huge and perpetual demand for baby formula, most brands are entrenched in structural packaging that resembles wartime rations. This shortcoming is particularly, evident when one considers how advanced the design of baby toys and the...

Patriotic packaging: the ins and outs of wrapping your brand in the flag.
July 1, 2005... Rogue Ales was recently told to bag the flag on its American Amber Ale. This spring, the Alcohol and Tobacco Tax and Trade Bureau (TTB) ordered the Oregon brewery to stop using the American flag on its beer taps, pint glasses, posters, t-shirts...

Marketing to the new family.
July 1, 2005... It's often said that good things arrive in threes, but what about when they leave? What happens when the fledglings start to free the nest? Is it good news, or bad? I'd like to set the scene and initially focus on the "holy trinity" of...

Managing packaging workflow: a seminar in print for brand marketers.(Advertorial)(Advertisement)
July 1, 2005... If you're a brand marketer at a consumer packaged goods company, chances are that while packaging is among your many priorities, it's rarely your top priority. Packaging falls squarely into the marketing mix along with other initiatives...

DeskPack: high-quality packaging on your favorite design applications.(Advertorial)(Advertisement)
July 1, 2005... Esko-Graphics has taken the best of its packaging and prepress technologies and put it right inside the world's most popular design tools. Presenting Esko-Graphics' DeskPack: the only solution that turns Adobe[R] Illustrator[R] and Photoshop[R]...

A troubling mega trend: our 'transactional' lifestyle.(INNOVATING FOR LIFESTYLE TRENDS)
July 1, 2005... Much has been written about the fundamental lifestyle changes taking place these days and their root causes. For the sake of context, let's reel off the top few: * Consumers' lives (kids and adults) are complex, time-starved and stressful....

A competition among plastics.(EMERGING TECHNOLOGY)
July 1, 2005... All plastics are not alike. Thousands have been developed but, because of functionality, safety and cost, only about two dozen are used for packaging. A select few of these have entered into vigorous competition in bottle and jar making: high...

A breakthrough in oxygen-scavenging technology.(EMERGING TECHNOLOGY)
July 1, 2005... Ever since foods have been processed and packaged for future consumption, packaging professionals have wrestled with the need to protect these products from oxygen. Oxygen, the stuff of life for us, has a negative effect on such things as...

A fish story: the one that didn't get away; with the right bait, fisherman Bob Costarella truly caught the "big one". Except the big one wasn't a fish, and the bait he used was packaging.(Costarella)
July 1, 2005... It's not that fishing isn't in Bob Costarella's blood. Since 1952, he and his San Francisco-based Costarella Seafoods have become a Fisherman's Wharf institution and an icon for the city's fishing industry Costarella's daily haul is one of the...

Rx: clarity: target improves prescription system with an easier-to-use-and-read bottle.
July 1, 2005... Ever thought your package might harm someone? It wasn't something Deborah Adler had ever considered as an MFA student of design at the School of Visual Arts in Manhattan. That is, until she learned her grandmother had taken the wrong pills when...

Truth in marketing: package graphics should earn consumer trust, not squander it.(MARKETING MISFIRES)
July 1, 2005... Gorton's of Gloucester, Mass., makes very good seafood, and according to the copy on the package, the company has done so since 1849. While I am certainly no connoisseur of fish products, I am often enticed to put chase some of the Gorton...

A bright stroke in a sea of blue.(BRAND NEW)
July 1, 2005... We often make the point that half of all packaged goods on the shell have no advertising support. But how often is the reverse true? It's certainly the exception to the role for a brand owner to commit significant advertising dollars to...

Three-in one dispenser eliminates clutter.(UNITED KINGDOM)(Brief Article)
July 1, 2005... Freshorize 3 in 1 is the answer to an inventor's problem. After suffering through less than pleasant smelling airline restrooms, inventor Aziz Patel designed a product that dispenses soap, fragrance and air freshener all at the same time. The...

Functional book dispenses, stores pills.(UNITED KINGDOM)(Brief Article)
July 1, 2005... The functionality factor is high with the cleverly designed Panadol Compack pill book. The design combines a number of functional aspects that increase the user experience and make the package unlike other pain medication dispensers. The inside...

Countoured bottle for soup on-the-go.(FRANCE)(Brief Article)
July 1, 2005... This packaging creates opportunities for consumers that a soup can never could The microwaveablity, resealablity and portability give Campbell's Liebig Legere a distinct advantage over its competition Soup no longer requires a bowl and a spoon;...

Streamlined shape conveys active positioning.(FRANCE)(Brief Article)
July 1, 2005... Over the past few years, the name Mennen has become synonymous with active men's personal care products, and Mennen Sport II follows this trend. These ergonomically shaped, translucent shower gel containers angle forward, creating a feeling of...

Crayola puts the squeeze on kids' personal care.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
July 1, 2005... To make washing up more fun for kids, Crayola licensee Schroeder & Tremayne has redesigned the packaging of Crayola's Squeeze and Squirt Foaming Hand and Body Soap. The new brightly colored bottle allows children to squeeze the belly of the...

Fresh design to spur brand use.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
July 1, 2005... "Convenience" and "effectiveness" were keywords for Product Ventures (www.productventures.com) in the recent redesign of Procter & Gamble's Febreze bottle. The new, frosted blue translucent HPDE bottle has an upscale, distinctive look that...

Fragrance packaging makes luxury appeal.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
July 1, 2005... After La Prairie of Switzerland perfected its feminine fragrance Silver Rain, the cosmetic company wanted to create packaging that would exude the luxury of the elegant eau de parfum. The raindrop-shaped bottle was designed by the brand's own...

Condom packaging goes full circle.(MARKET-DRIVEN INNOVATIONS)(Brief Article)
July 1, 2005... Here's one evolution debate you won't hear about in the classroom or courtroom--the "evolutionary" concept in packaging and branding from Global Protection Corp.'s new ONE condom line. A departure from traditional, square-shaped condom...

Altoids mints now curiously Small.(Brief Article)
July 1, 2005... As would be expected from a line extension named Smalls, the sleek tins housing Altoids' new square-shaped mini mints are, well, small. Coming in at just .05 ounces, the slide-top tins contain 60 mints and are designed to sell consumers on an...

Following up on developing trends.(Brief Article)
July 1, 2005... Often, after we print an article in BRANDPACKAGING, we uncover added information on a trend we've identified. Here is more on a recent trend. SHRINK STEVE LABELS DELIVER SHELF APPEAL Disney chose a PETG heat shrinkable sleeve for I its...