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Academic shares a unique design perspective
vogel_web

Craig Vogel's approach to design integrates teaching, research and consulting. He's the director of the Center for Design Research and a professor in the School of Design at the University of Cincinnati and he also consults on new product development and strategy for companies like Procter & Gamble. Craig is also fellow, past president elect and chair of the board of the Industrial Designers Society of

America and the co-author of two books: The Design of Things to Come: How Ordinary People Create Extraordinary Products and Creating Breakthrough Products: Innovation from Product Planning to Program Approval. Sit in for a compelling talk by Vogel, a keynoter at BRANDPACKAGING's Packaging that Sells conference (October 2+3 in Chicago). more

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COVERSTORY>
Protect + Deter
Chinese police raided a house in June where fake cigarettes were being produced and sold in packaging bearing the Beijing Olympic Games logo. And while it's true that China is widely considered ground zero of the counterfeit trade, it certainly doesn't limit phony products to its own geographic boundaries. The World Customs Organization estimates that counterfeiting accounts for five percent (or more) of global trade. more

Stay on Top of the Second Moment of Truth

Consumer culture is in transition. Today, consumers are less interested in purchasing products to meet their basic needs. They are much more interested in engaging with brands whose values satisfy them on an emotional level. Brand managers are beginning to understand that and they are positioning and packaging their products to meet this new consumer mandate. more

PACKAGING THAT SELLS

Lipton

Non-carbonated Pepsi brands lighten up
Pepsi introduced 500mL non-carbonated beverage bottles in May that reflect a 20 percent reduction in plastic, reportedly eliminating 20 million pounds of waste. The new bottles are launching in Lipton Iced Tea, Tropicana juice drinks, Aquafina FlavorSplash and Aquafina Alive brands. more

Cascade targets perfectionists with rebranding
Later this summer, Cascade Complete will appear as an entirely redesigned brand: from package graphics and structure to brand identity and product design. Debuting as Cascade CascadeComplete

Complete All in 1, the revamped dishwasher detergent brand will include liquid and powder forms and a single-use "ActionPac" format. more

NEXT + NOW

Coke testing 2L contour bottles
Coke

Coca-Cola North America is piloting its signature contour shape in two-liter bottle sizes in two

U.S.

markets this summer: Birmingham, Ala., and Chattanooga, Tenn. The company says the advantages for consumers go beyond "classic good looks," indicating that contour-shaped two-liter bottles are easier to hold and pour. more

NETWORK OF TITLES

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