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Shelf Impact! Marie Mohan
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We can handle any curves.

High-performance shrink-sleeve label films from kp can handle the most challenging container profiles, offer the broadest range of shrinkage properties, and allow for maximum graphic appeal. With production sites around the world, Klöckner Pentaplast delivers brilliantly clear solutions wherever you need them.

Klöckner Pentaplast

On-pack environmental messaging ads value

Research shows that consumers consider environmental impact in their purchase decisions. Adding consumer-tested, on-pack environmental messaging to beverage cartons can: Increase brand loyalty, positively influence brand opinion and promote trial of new brands

Evergreen Packaging

xpedx is packaging expertise

xpedx helps you find smarter ways to market your products and generate profitable sales. By bundling together innovations in design, materials, equipment, workflow and logistics, you can lower costs, improve quality, promote sustainability and optimize the supply chain. Click this ad to learn more.

xpedx | xpedx.com

New square bottle, with shrink sleeve label, adds an edge to bottled water brand

TalkingRain Beverage Company created a stronger brand presence on- shelf for its ActiVWater® brand with new square bottle, full-body shrink sleeve label, and package redesign. Printed with metallic inks, the new label design has easy-to-read graphics, bold flavor-specific colors, and displays well at retail.

WS Packaging Group Inc.

How pressure-sensitive labels are converted and printed

This video from Weber Packaging Solutions provides an overview of its entire pressure-sensitive label manufacturing operation, including pre-press procedures and its use of both flexographic and leading-edge digital presses to print the labels.

Weber Packaging Solutions

Shelf Impact! Advisory Board

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

April 17, 2012
In This Issue

thumb INTELLIGENCE ON DESIGN

Narrowing the interpretation gap between design and commercialization

thumbPackage Gallery

Black label suits Miller Genuine Draft's global trade dress

By Jim Butschli, Features Editor, Packaging World

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Redesigned graphics that combine a nighttime "cityscape" with a golden flow of beer lend a simple elegance and appeal to packaging for Miller Genuine Draft in the U.S. Based on positive
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initial consumer test-group results, parent company MillerCoors is encouraged that the new packaging will help drive brand sales and market share.

The new look began hitting U.S. store shelves in November 2011, with a national transition to the packaging anticipated early this year. The "black label" graphics adorn labels on glass and plastic bottles, aluminum cans, and paperboard cartons. MGD is sold in 60 countries. With the new changes, U.S. packaging is now in synch with the product's global trade dress.

"The change was initially driven by the fact that Miller Genuine Draft internationally changed its secondary packaging," says MGD brand manager Jennifer Anton. "The primary packaging had incorporated the black label look, and the global brand had been performing really well in this new design. We wanted to get our packaging to the same level as the rest of the world's packaging. The design is one that we used years ago that we moved away from, so we're excited about it. We think it looks good, kind of sexy."

More importantly, perhaps, consumers who were tested on the potential new look during the first quarter of 2011 also liked the redesigned package graphics. "Consumers said it was simple, modern, and masculine, and we had a very good response from Hispanics," Anton says.

Read the full article

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INTELLIGENCE ON DESIGN

Narrowing the interpretation gap between design and commercialization

By Gordon Plotkin, Founder and Principal, and Lonnie Brawer, Vice President, Inwork, Inc.

Creative excellence requires pushing the boundaries of the design process. But, because package design is just as much art as it is science, there can be a wide interpretation gap between design exploration—what you see on the computer screen or a flat piece of paper—and the actual print run, unless you account for certain variables upstream in the process.

Making sure that design intent is realized is not the responsibility of one: It takes a village. It takes a village to synthesize the creative and the technical, supporting design intent from the earliest possible point of engagement. Narrowing that gap can make the difference between success and failure, and can turn the ordinary project into an extraordinary one.

Since every company has its own process and workflow in place, we'll start with the fundamental and logical. As early as possible in the design process, design management should bring in and consult with their partners who are responsible for taking the project from design to commercialization. To ensure that a particular design is suitable for the processes that procurement has already chosen, bring together pre-media and print partners. If questions are asked and answered upfront, it's much more likely you'll end up with the desired outcome, within budget and on time.

Once all these questions are answered, design management can determine a more optimal path for graphic execution without sacrificing creative intent—exploring and evaluating design options within the context of production feasibility. Designing within production parameters can enable great design.

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Champagne labels get regal redesign

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The rapidly growing number of wines from both new and traditional vintners, and from different countries of origin, has made for fierce competition at the shelf, with brand owners trying to capture consumers' attention and influence their in-store purchasing decisions. As a result, vintners have turned to quality labeling to express brand personality and promote products as an object of desire, as well as to stand out on a crowded shelf.

Founded in 1868 by husband and wife Victor Canard and Léonie Duchêne, the Canard-Duchêne champagne house is situated in Ludes, France, amid the pristine Montagne de Reims National Park. Family-focused and independent from the outset, Canard-Duchêne is dedicated to the winemaking process, producing two different lines of champagne: Authentic and Grandes Cuvées Charles VII. Granted the right by the Russian Imperial Family to adopt its coat of arms as the Canard-Duchêne family emblem, the regal, crowned two-headed eagle has been a prominent element of the brand's graphic identity, being displayed on every bottle of champagne since the end of the 19th century.

In 2011, Canard-Duchêne set out on a package redesign, with the goal of enhancing the positioning of its four varietals of Grandes Cuvées Charles VII—Blanc de Noirs, Brut Rosé, Blanc de Blancs, and Brut—as super-premium champagnes.

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The Beverage Roundtable Video Series
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Beverage Roundtable: Hold your liquor!
Will the Skinny Girl fade away? Is Absolut a victim of its own success? And what about the cap on that high-touch bottle of Oronoco Rum? They're all great, but if you designed them, would you change anything? Watch, then join the conversation in the comments thread below.
Sponsored by Owens-Illinois
O-I, makers of pure, beautiful, sustainable glass packaging, is proud to sponsor GlassIsLife.com
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Package Gallery

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

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Lip balm redesign 'fuels femininity'

Introduced in the 1980s as a cosmetic alternative to traditional lip balm products, the Softlips brand of lip conditioners from The Mentholatum Company was a big hit with teens upon its launch. But as its customers aged, so did its blister-carded packaging. So Mentholatum requested that brand design firm Dragon Rouge develop a design platform that would appeal to contemporary, young adults and would reflect a positioning built around "fueling femininity." Consumer research identified two core consumer groups: sophisticated teenagers and young women looking to assert their femininity. A first round of research helped identify the brand idea of natural expression, while a second helped determine which design cues—a greater use of white, crisp photography, more confident typography, and simpler, more contemporary cues—did the best job of communicating the brand idea. With color and photography variations used to reflect each of the brand's four lines' specific propositions, including flavors, tints, naturals, and therapeutics, the winning graphic design for the blister cards features high-impact, limited depth-of-field photography of natural ingredients and a contemporary identity with the brand name stacked in two lines.

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Simple hair care for all reflected in refreshed PERT label

A shampoo and conditioner in one product for use by all family members is an unusual find in the hair-care category, whose retail shelves are typically cluttered with countless brands and product variations. While PERT Plus, introduced in 1987 as the first 2-in-1 shampoo/conditioner on the market, can claim this unique distinction, until recently its on-shelf presence was less than stand-out. Says Ryan Lynch, managing partner of Beardwood&Co., "It looked and felt dated on the shelf. It was recessive, and consumers weren't considering it or picking it up." But a bold new brand identity developed by Beardwood&Co. for brand owner Idelle Labs now has the product popping off the shelves. Central to the package refresh is a bold and modern logo, positioned vertically on the label that consumers say demonstrates renewed confidence in the brand. A fresh, eye-catching bubble pattern on the label background "signifies that the product actively works, so people don't have to think about it," says Lynch. Bright colors differentiate five PERT Plus varieties and "express the confidence and upbeat attitude of a great hair day," he adds. A prominent, horizontal silver bar calls out the 2-in-1 proposition in a premium way.

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Clever combo kit extends Kraft cheese's reach

Convenience, taste, and freshness are the key qualities emphasized in packaging for Kraft Food's new line of Fresh Take meal solutions in six varieties. Fresh Take is a line of two-ingredient meal kits containing a special blend of Kraft Natural cheeses and seasoned breadcrumbs, that when added to poultry, meat, or fish, create a six-serving entrée in just five minutes. The Fresh Take line was introduced at retail in early 2011 in the shredded cheese section. To catch consumers' eye in this cluttered category, packaging consists of a two-compartment film pouch that transforms into a "mixing bowl," held in a die-cut, peg-hooked paperboard sleeve with vibrant graphics and food photography. Spring Design Partners crafted the vibrant sleeve graphics, with the goal of engaging consumers with the product proposition. "Hero photography grabs attention, while the hand-tooled logo reinforces the 'you make it fresh' benefits," says the firm. Copy reinforces the ease of preparation with "Mix, Coat, Bake" emblazoned across the front panel. The six product varieties are color coded through a bright banner across the front panel that holds the variety name. That color is then repeated over the entire surface of the inside of the sleeve. Copy in white print inside the sleeve also provides recipe ideas and a list of the line's other varieties. Additional recipes can be accessed via a QR code printed on the sleeve's bottom seam.

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