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FUSE: Design & Culture / Brand Identity & Packaging

The FUSE community unites the leading brand strategists, designers, creative directors and trend forecasters to explore the meaning of brands in a new world, and the role of design and trends in keeping those brands relevant for consumers. Join us to celebrate our 15th anniversary.

IIR (Institute of International Research)

Call for entries-23rd DuPont Awards for Packaging Innovation

The DuPont Packaging Awards recognizes breakthroughs in packaging innovation, sustainability and waste/cost reduction. Use of DuPont material is not required, and there is no cost to enter.

DuPont

GlaxoSmithKline solves label challenge with on-pack coupon on narrow blister pack

See how GlaxoSmithKline solved a challenging over-pack labeling challenge by swapping out a p-s label for a WS Packaging on-pack coupon to cross-merchandise another product.

WS Packaging Group Inc.

Video shows labeler for small cylindrical products

Video from Quadrel shows pressure-sensitive labeler using horizontal rollers to apply wraparound labels to small cylindrical products such as lip balm or glue stick.

Quadrel Labeling Systems

Shelf Impact! Advisory Board

Our packaging experts help shape the content and provide independent analysis.

February 7, 2011
In This Issue

thumbLeverage package design to sell on the Web

Why is it that so often after a package is printed, none of what's been learned from the design process is shared with other facets of the product's marketing and promotion efforts?

thumb Video: Private label 2011 preview

Private Label Manufacturing Association President Brian Sharoff believes "2011 will be a green light for store-brand growth" after a solid 2010.

thumbPackage Gallery

Savvy marketers are leaning on value-added labels

By Jim George, Editor

Consumers are bombarded with marketing messages, and they want help sorting the need-to-know from the nice-to-know information. What is the product, what does it do, and why should they buy it?
Labels are an excellent but underutilized way to convey essential decision-making information quickly to shoppers. Among those that are doing a particularly good job of supporting brand sales efforts are those that communicate a "value-added proposition." Consumers may be more likely to pick up a product when the packaging presents them with an added incentive.

The following three examples show how these labeling trends work for specific product categories.

Life cycles for package redesigns are getting shorter as marketers are under increased pressure to continually deliver sales results—even when the brand is performing well. So marketers are responding to consumer desires for contemporary packaging that easily distinguishes between product varieties.

That was the case for Novamex, of El Paso, TX. The company's Jarritos fruit drinks target Mexican immigrants longing for home-country brands. The firm posted more than 20% annual sales growth for the past five years, yet the company was facing mounting pressure from competitors' nonalcoholic beverage brands. Novamex responded by contemporizing the brand with a new label and bottle and discarding the previous wraparound label, which distracted from the bottle contents.

"Our goal was to upgrade the brand's image to a cleaner, more up-to-date and premium look that would pop on shelf," says David Flynn, Novamex Marketing Director.

A key selling point of the 12 fruit-flavored drinks across the Jarritos line is their vibrant colors, which helps create the taste appeal. Novamex worked with Spear USA, which recommended a clear biaxially-oriented polypropylene face-stock label from Avery Dennison. The face stock was paired with a PET liner and an emulsion acrylic adhesive.

The new labels feature an image of Jarritos, or "little jugs," referring to the tradition of consuming water and other beverages from clay jugs. The eight-color label is printed UV flexo, with a combination of flexo and rotary screen-printing.

"Compared with the traditional labels used previously, the new Fasson pressure-sensitive film label provided more creative freedom to enhance product image and raise consumer awareness," notes Dan Muenzer, Vice President of Marketing at Spear USA.

Novamex paired the clear label with a straight-wall, lighter-weight bottle, and the result is a package that enables shoppers to see the vibrantly colored product at any angle on the shelf.

"This puts us on par with other beverages that have already made the switch to pressure-sensitive labels," Flynn says.

Read the complete article.

Photo

INTELLIGENCE ON DESIGN

Leverage package design to sell on the Web

By Jim Forward, President Forward Branding & Identity

Why is it that so often after a package is printed, none of what's been learned from the design process is shared with other facets of the product's marketing and promotion efforts?

It's true that both package and Web design occur on the fringes of marketing operations—with packaging on accelerated timelines prior to the rest of the marketing mix and Web implementation held hostage by its information technology underpinning. But this shouldn't preclude leveraging years of analysis and refinement of the art of package design when distribution channels include Web retailing.

Effectively applying a package designer's expertise to the Web could lead to higher sales and customer satisfaction for retailers and brands alike.

To help draw shoppers to the right offering, package designers use graphics, colors, and other visual cues to organize families of products for maximum billboard and shoppability. Once these elements have been created for the package design, equal care should be taken to extend these brand equities to the Web. The following example from Kodak illustrates practical application of this thinking, and you can read about how Kodak does it here.

The three packages in this example represent three groups of digital picture frames. Designers used color to establish the groups: white for entry-level, gray for all models designed to fit most existing picture frames, and black for the premium tier-wireless models made for sharing. When viewed at point-of-sale, consumers know at-a-glance that Kodak offers more than one variety of digital picture frame, enticing them to look closer.

You can read here about how Kodak succeeds in leveraging package design to sell on the Web.

Tearing down silos in designing for the Web

Video:

Private label 2011 preview



Private Label Manufacturing Association President Brian Sharoff believes "2011 will be a green light for store-brand growth" after a solid 2010. Among the reasons: Retailers are committing to new products, and there's evidence of new attitudes among retailers who previously showed some reluctance about stocking private-label products.

Photo Photo

FUSE conference goal:

Sharing the extraordinary

If you're looking for package design and branding ideas, or even inspiration for your creative team, this year's FUSE: Design & Culture | Branding Identity & Packaging conference will provide a variety of topics to meet your needs. The conference, produced by the Institute for International Research, will be April 11-13 at the Westin River North in Chicago.

Shelf Impact! again is a media partner of this year's event.

This year's featured keynote speakers and topics are:

  • Jonathan Harris, Anthropologist and co-creator of We Feel Fine, “Humans + Technology = ?”
  • Michio Kaku, Futurist, Physicist, and TV personality, “What’s Next in Business, Commerce and Finance as Indicated by the Latest Research in Science?”
  • Karim Rashid, Designer, “The Importance of Design in a New Era.”
  • Ian Schrager, Chairman & CEO, Ian Schrager Co., “On Design and Inspiration.”

This year, PROOF: Market Research for Packaging & Innovation has been integrated as preconference symposia. PROOF and a preconference workshop are scheduled for April 11 at the Art Institute. FUSE begins April 12, and will be divided into the following tracks: creative and design, brand strategy, cultural anthropology and trends, and social media. These topic areas will include speakers from Coca-Cola North America, Kimberly-Clark, Bath & Body Works, Target Stores, Procter & Gamble, Frito-Lay/Pepsico, Coty, and Benjamin Moore.

In addition, the Creative & Design track will include "champagne roundtables" holding discussions on private label, app design, and iRetail design.

View complete registration and program agenda information.

Package Gallery

A closer look at the newest trends in today's packaging.

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Snack bags' single graphic message signals cholesterol reduction

Consumers are paying more attention to what they eat, and packaging can play a big role in helping steer them to health-conscious products. Great on-pack communication involves more than just the label, however. It extends to the graphics as well.

Corazonas Foods Inc., Los Angeles, offers a recent example of how this works in the snack aisle with redesigned packages for its Corazonas line of kettle-cooked chips and oatmeal squares. The product family's main selling benefit is reduced cholesterol, achieved by using plant sterols. Food and Drug Administration guidelines say that a daily intake of at least .8 grams of plant sterols may reduce LDL cholesterol levels by 5% to 14%. One Corazonas serving provides .4 to .8 grams of plant sterols.

Pillow bags across the Corazonas product family signal this benefit by anchoring a colorful illustration of a large heart in the center of the bag, supported with the tagline, "Love Your Heart, Love the Taste." Mouth-watering product photography ties into the tagline's taste message.

LeeReedy, which created the package graphics, explains that besides a powerful product-benefit message, the design also manages to make effective use of white space and the heart icon outline to simplify communications. The overall design, the agency says, manages "a necessarily crowded package, containing, in addition to brand and variety, a health claim, the health/taste icon tag, an ingredients message, an industry-standard 'whole grain' icon, and a unique 'fruits and vegetables' icon."

The premium line of Corazonas snacks includes five flavors of potato chips, three varieties of tortilla chips, and five types of oatmeal squares. The line is marketed in supermarkets and specialty stores in Western U.S. markets including Los Angeles; Seattle, WA; Portland, OR; Phoenix, and San Diego.

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Laura Mercier provides custom options for cosmetics pack

Customized packaging increasingly is becoming a requirement to distinguish individual retailers, and that's the case with the introduction of the Luxe Colour palette. Released as part of the Laura Mercier Holiday 2010 collection, the limited-edition palette contains all the essential colors and tools needed to create a variety of holiday looks in one convenient, travel-friendly palette.

HCT USA manufactured the vintage-feel packaging-increasingly popular in the cosmetics department by creating a custom insert for the palette that includes a magnetic clasp. Three designs were created and made available exclusively at SAKS (white palette), Nordstrom (brown palette), and Neimen Marcus (silver palette).

It's a stock palette, and the design flexibility is provided through alternative pan inserts and lid-embellishment options.

HCT created a custom palette insert that includes the magnetic clasp. The weighted compact creates a luxurious feeling in the hand.

"Our challenge when creating this particular palette was to capture the quality cues and fine attention to detail of compacts and 'objects d'Art' of yesteryear, while at the same time ensuring that it could blend seamlessly with the clean, contemporary brand aesthetics of Laura Mercier," says Rebecca Goswell, HCT Packaging Global Creative Director.

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Mars' COMBOS snacks get refreshed look

Mars Inc. has refreshed its COMBOS brand with an updated identity and new graphics on flexible-film bags of salty snacks.

Consumers told Mars that the brand's packaging, which had not been changed since 2004, looked dated. However, the company also wanted the new design to remain true to the COMBOS snacks identity. Mars leveraged the product's "real feel" qualities to compete with established competitors in the category, drive distribution ubiquity and household penetration, broaden the target audience, and increase usage occasions, while also improving package visibility and findability on shelf, and driving in-store presence.

A focal point of the design, created by CAG Brand First, is the new logo, which has a ripple-like effect. It retains the equity of the brand while also highlighting COMBOS snacks' oven-baked qualities.

Color contrasts are strong in the graphic design, with different combinations to signal the various snack varieties, and new product photography to improve appetite appeal. The graphics are reverse-printed on the bags to prevent scuffing on Metallyte 70 MET oriented polypropylene film from ExxonMobil. Mars would not release additional information on printing or on package structure or vendors.

Mars says the new graphic design scored high in nationwide testing, and it will appear on nearly 40 SKUs, as well as on shippers, pallet and point-of-purchase displays, and collateral materials.

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