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Shelf Impact! Marie Mohan

MegaFlap® – Weatherchem’s Newest Innovation

Easy, convenient access and scoop retention. With a large embossing area for maximum shelf impact, the MegaFlap is ideal for nutritional powders, snack foods, and many applications. See it at SupplySide West Booth #16095 and PLMA Booth F5919.

Mold-Rite Plastics | Stull Technologies | Weatherchem

Essentra Packaging is a global provider of packaging products

Essentra's 'Packaging Resolved' positioning emphasizes the four core themes of Opening, Closing, Informing and Protecting - where its cartons, leaflets, foils, tapes, labels and seals can provide all or one of these benefits

Essentra 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, engineering, materials, equipment, workflow and logistics, you can lower costs, improve quality, promote sustainability and optimize the supply chain. Click this ad to learn more.


Flexible pouches and containers with 360° graphics

Ampac demonstrates a variety of high-density polyethylene pouches with easy-opening features, as well as convenient containers, which provide 360° graphics.


Hot melt adhesive with sustainability benefits

H.B. Fuller's advantra Encore hot melt adhesive provides increased "mileage" benefits, reducing adhesive consumption. Performs across broad substrate types and service temperature ranges.

H.B. Fuller

November 5, 2013
In This Issue

thumbLet your packaging be the ultimate brand storyteller

Storytelling is one of the most- discussed marketing initiatives these days, and marketers are using every platform they can access to tell their brand stories

thumb A 'counter-worthy' bottle design for new Trojan Lubricants

In debuting its three-product line of personal lubricants under the Trojan brand,

thumbPackage Gallery

Create a benchmark-busting private-label brand

By Todd Maute, Managing Partner, CBX

Are private-label brand development best practices beneficial or not? I say maybe not so much. Why? Well, let's start by looking at the definition of "best practice": a method or technique that has consistently shown results superior to those achieved with other means; and that are therefore used as a benchmark.

If you think about it, since their inception, retailers have been developing private-label product brands and packaging designs by following a "benchmark" that's been set by national brands. Historically, they benchmark product spec, and follow packaging spec and color cues, and even the communication hierarchy on packaging.

But just what has this yielded for private label? I'll tell you: on average, less than 20% to 25% of market share, depending on how you look at the numbers. Do you think that is a superior return on investment? I'd say probably not.

The issue is this: When it comes to brand development and package design, the process is really personal, emotional, and very specific to each individual brand. Of course there are some fundamental creative problem-solving processes that will help to develop great brands and great packaging—and if you insist on calling them "best practices," then be my guest and go ahead.

But regarding private-label packaging, the term "best practices" really describes a situation where everyone ends up following the same processes and ends up developing the same end result. Let's face it, brand and package designs that yield truly superior results are ones that have been developed "out of the box" instead of by following the leader.

So I’m saying that retailers need to take more risks by breaking the mold and doing things differently. This is the only way you will truly achieve brand status in the consumer’s mind—where brands have meaning and purpose, and where they stand for something. But a private-label brand will never reach that hallowed status by benchmarking itself against standards that other brands have already determined.

One retailer that dared to look at branding, package design, and structure a bit differently, and has achieved brand status, is the Duane Reade/Walgreens’ Good n’ Delish brand. From a product perspective, the fundamentals of this brand were “benchmarked” against other successful premium private-label brands. Yet the company did push the envelope by developing unique and differentiated products that were sourced from local as well as international vendors.

Read the full article



Let your packaging be the ultimate brand storyteller

By Ted Mininni, President, Design Force, Inc.

Storytelling is one of the most-discussed marketing initiatives these days, and marketers are using every platform they can access to tell their brand stories. I would argue that no communication platform is more compelling than packaging because it is right at the point of sale where consumers are making decisions about which products to purchase.

The brand story is told on packaging via two kinds of language: verbal and visual. Of the two, visual cues can be the most compelling, knowing that consumers, on average, spend precious few seconds scanning retail shelves. By using the right combination of package structure, color, imagery, iconography, background, fonts, and overall aesthetics, the story comes together in a way consumers can easily understand and digest.

Read the full article



A 'counter-worthy' bottle design for new Trojan Lubricants

By Anne Marie Mohan, Editor, Shelf Impact!

In debuting its three-product line of personal lubricants under the Trojan brand, Church & Dwight sought a custom package design that was premium, while meeting its cost-of-good requirements; gender-neutral; easy to use; and discreet and aesthetically pleasing enough to live on a nightstand. That's according to Sarah Palomba, client director for Product Ventures, the structural packaging design firm that engineered the sensuously sculptured, jewel-toned bottles that launched on retail shelves in April 2013.

"The biggest dance we had to do with consumers was maintaining that gender-neutral appeal," says Palomba. "We wanted the package to be sensual, but if it went too far in the female direction, and it looked like a perfume bottle or something like that, it would alienate males."

Through carefully considered form and color, as well as in-depth consumer research, Product Ventures designed a column-shaped, 3-oz custom PET bottle with custom polypropylene cap that is sensual without being tacky, "alluding to an intertwining of two shapes, twisting and turning in a passionate embrace," says Product Ventures CEO and founder Peter Clarke.

Read the full article

Package Gallery

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


Belt-buckle logo adorns western lemonade

Breaking out the "All Natural Giddy Up!," Jackson Hole, WY-based Dust Cutter Beverage Co. has launched a line of lemonade based on a lemonade-and-whiskey drink that used to be served on the founding family's former dude ranch to cut the ranchers' thirst "after a long day on the dusty trail," says Dust Cutter Founder and CEO Eric Green. Packaging for the product is a 16-oz aluminum bottle can, the Alumi-Tek from Ball. With an existing logo and packaging design in hand, Dust Cutter approached Cultivator Advertising & Design to build and create the rest of the brand. Convincing Dust Cutter to let them take a crack at a total update, Cultivator retained the original vision of a clean, simplistic look, while fine-tuning elements such as the belt buckle-style brand logo.


Coconut water for kids strikes the right balance

A recently launched line extension for Vita Coco Coconut Water brings fun and functionality to the children's beverage aisle with package graphics that marry the tropical heritage of the core brand with kid-friendly characters and humor, while appealing to health-conscious moms. To strike the right balance between Vita Coco's established brand identity and the new kid-focused line extension, Vita Coco worked with brand design and development firm Moxie TM. A new logo lockup features the existing Vita Coco logo with a beachfront restaurant-style sign hanging off the bottom, with the word "Kids" etched in a custom font resembling a child's handwriting. A tropical beach scene includes illustrations of palm trees, blue skies, and coconuts, along with real fruit photography to communicate taste. Each variety is also illustrated with its own flavor-specific animal character.


Commodity ingredient packs now provide home-cooking inspiration

A new package design from Slice Design for the Great Scot line of dry bean and grain products from U.K. manufacturer Whitworths puts the focus squarely on product presentation and taste, to move the "stock cupboard" product from commodity to "kitchen flair." Providing new package graphics for eight SKUs, Slice retained some elements of the Great Scot brand equity, while punching up the flexible film packaging with product shots and color coding. The logo was left intact, as it was only recently redesigned, as was the red plaid ribbon graphic running lengthwise across the front panel of the package. A solid green background was supplanted by a subtle green-plaid pattern. Appetizing prepared-food photography at the center of each pack provides meal and serving suggestions for at-home cooks.

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