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Miller Brewing shares the story of its brand revitalization
Chuck Hardinger, Miller Brewing Company's director of brand identity and packaging is going public about the yearlong journey with Bagby & Co. that revitalized the Miller Lite brand. What began with a label and bottle design exploratory grew into a new brand identity and integrated marketing campaign that has impacted every touch point for the brand, Hardinger
 says. Presenting at BRANDPACKAGING's
Packaging that Sells conference
(October 2+3 in Chicago), he'll analyze the multi-faceted role of packaging within a larger brand vision: from reaching out to product distributors and consumer loyalists to understanding the boundaries of manufacturing, logistics and cost control, to the importance of consistency over flexibility in bringing the new identity to market.
more
GETTING IT RIGHT>There's Substance to Recycling
After a baptism by fire into the sustainability movement, many CPGs
have responded by making significant changes in the way they produce
goods. These modifications have taken various forms, including
reductions in energy use and improved supply chain efficiencies, but
packaging has remained center stage. more
A Natural Move for St. Ives
The olives look real enough to take a bite. The sunflower beckons its
viewers to reach  out and smell. The light dancing through the crystals
paints a picture of serene beauty. And the sun appears warm and
inviting. These images are not part of a photographer's portfolio;
instead, they grace the packaging of the new St. Ives Elements
collection, a line of five products that launched earlier this year. more
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PACKAGING THAT SELLS
Celebrity Chef Understands Home Cooks' Needs
 DCI Cheese Company has introduced a line of cheeses from celebrity chef
Mario Batali in a freestanding, gusseted bag that lets home cooks
access the bag freely while cooking. "The package design strongly
differentiates from anything else going on in the shredded cheese
segment," says Martha Seidner of Smith Design, the brand design firm
responsible for the project. more
Mobile Headset Brand Redesigns
Consumer electronics company GN-Networks revamped its
 Jabra JX20 Pura
brand of mobile phone headsets to re-establish it as a Bluetooth
technology innovator. Chicago-based creative consultancy Kaleidoscope
identified the brand's European heritage as the source of inspiration. more
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NEXT + NOW
BK bags send environmental message to kids
Burger King is introducing the industry's first 100 percent
post-consumer recycled bag this  month. Part of the company's U.S. Kids
Meal packaging, the bags raise the bar for the sector, which is said to
use, at best, about 30 percent recycled material for bags. more
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| BNP Media
2401 W. Big Beaver Rd., Suite 700
Troy, MI 48084
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