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Marketing Metrics: Friend or Foe?
As the industry pushes for stronger packaging ROI, the former CMO of McDonald’s offers his thoughts on the role of metrics in marketing and design.

BrandInnovators 2010
Each year, we profile the people who are making the biggest impact with packaging. This year's group is using packaging to convey brand meaning and offer a point of view. And making lasting consumer and shopper impact as a result.

Sustainable Packaging Design Gallery
Packaging with a creative impact on the environment.

Brands under fire
Eco activists are finding creative ways to pressure brands to step up sustainability.

Return to Sender
Extended producer responsibility policies holding brands liable for their own packaging waste.


Informed choice
Taking the toys out of happy meals? Let's just use nutrition labels instead.

May 10, 2010 | Comments (3)


Who's Attending LEAP, Design Forward?

Method's packaging director Rudi Becker is attending. So are senior execs from Unilever, Kellogg's, QuakerKraft, Wrigley, ConAgra and Microsoft among others. Join them at LEAP, Design Forward for a half-day of small-group discussions on strategic design. More on LEAP here.  


Starbucks joins the Packaging that Sells lineup

Starbucks and Hornall Anderson are teaming up to detail their first-hand experiences in launching the VIA brand. They'll be examining how to use the brand as a master filter for insights at Packaging that Sells, September 16 + 17 in Chicago.


Heard!
Can Makes World Cup Debut
Glassphemy!
You Spin Me
Heard!
Häagen Dazs: A Taste-Full Redesign
Häagen Dazs hadn't updated their packaging in about five years, causing it to fall short of consumer expectations. The brand took this as an opportunity to contemporize its packaging and better call out the products’ benefits.

Urban Fruit
Since its January rollout, the redesign has rewarded the company with a base sales uplift across all customers, ranging from 27 to 100 percent.

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Multinational > Burger King
Inspired by Andy Warhol’s Pop Art movement of the 1950s, Burger King launched new global packaging.

UK > Yeo Valley Organic
Looking to reaffirm its position as a mainstream, more accessible brand, Yeo Valley Organic redesigned its entire product line, beginning with the yogurt pots.

Multinational > Me4Kidz
Me4Kidz relaunched its first aid kits and diapering accessories with refreshed packaging designed to appeal to a broader audience.

What’s the biggest challenge holding design back as a key business strategy? Is “design thinking” a term we should use to explain the power of design to the C-suite?
Paula Scher,
Pentagram

The biggest thing holding design back as a key business strategy has nothing to do with "strategy" or "design."
 
Mark Dziersk,
Brandimage

The biggest challenge for the profession is meeting the demand for Design leadership that is currently in play.
 
Judith Hoogenboom,
Frog Design

Is it true that design is being held back as a key business strategy? I don’t think so.
May 3, 2010 | Comments (1)

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