So you (think you) want a new design firm
Three points to consider before you walk away.
you, it's me...
Things just are not working out...
We need something
Have you heard these words before? Have you said them in the
context of your design relationships?
Relationships between brands and
design firms are as diverse as the people who interact within them, and as
diverse as the skills and experiences used throughout them. But, let’s face it,
despite this diversity, a common occurrence in the design business is changing
design firms. Very common.
In fact, 87% of brand owners have changed a
key design relationship in the last year, according to a survey conducted by A
Better View Strategic Consulting (more on the survey later in this article), and
rises to 100 percent in the last two years. And when asked if they have changed
more than one key design relationship in the last year, 58 percent of
respondents said they had.
These findings merely confirm what we all
know and experience every day. Change is normal. Change is frequent. Change is a
way of life in the package design business. It is, you might say, constant.
For the full story, check out Sou you (think you) want a new design firm?
Insight for innovation: The trigger spray
No product delivery system has transformed the household cleaning ritual quite
like the trigger sprayer.
Decades ago, lifestyle shifts were emerging
and leaving us with less time to clean, and placing cleaning lower on the
priority ladder. The trigger sprayer promised consumers convenient cleaning
power and eliminated their guilt about dedicating less time to cleaning.
Since then, the trigger spray delivery system has been adopted for more
surfaces and more cleaning occasions. Today’s all-purpose cleaning formulas put
demands on the package structure that the simple days of glass cleaning did not.
And while there have been ergonomic improvements, I don’t think anyone has truly
re-evaluated the performance of the trigger spray bottle in light of its greatly
That’s where this column comes in. My purpose is to
illustrate that every category, no matter how mature or overlooked, has a
potential innovation story to tell.
Read on at Insight for innovation: The trigger
the full story of the trigger sprayer.
SunChips' new look tells sustainability story
Even as skyrocketing gas prices ease slightly, there is no
denying the fact that green consumerism is here to stay.
becoming increasingly educated, and proactive, about the types of products they
are buying and how those goods are sourced and manufactured. And many brands are
using packaging as the primary vehicle to communicate this information on-shelf.
SunChips, Frito-Lay’s popular brand of multigrain chips, is among the
first national consumer packaged goods brands to include the “Green-e”
on packaging across a full line of snacks. The updated design will feature the
Green-e logo, a designation from the Center for Resource Solutions-a national
non-profit that works to increase the amount of renewable energy used worldwide.
“Including the Green-e on the SunChips line of snacks gives the brand an
opportunity to communicate its commitment to support green energy, and hopefully
will remind and encourage consumers to take their own small steps to make our
world a brighter place,” says Gannon Jones, vice president of marketing,
Frito-Lay North America.
SunChips brand communications will focus on the
“small steps” concept as part of the brand’s “Live Brightly” campaign. One of
those small steps is the support of green energy through the purchase of
renewable energy certificates to match 100% of the electricity needed to produce
SunChips in the United States.
Five Innovative Efforts in Cosmetics Packaging 1. Lip Service
Scoring sumptuous lips on-the-go is simple with
Urban Decay’s Commando lip compact. Beauty convenience at its best, this
dog-tag-style compact is loaded with two lip glosses and hangs from a chic
silver chain. The reflective lavender Zamac material (zinc, aluminum, magnesium
and copper) is embossed with skull and heart graphics that speak to the brand
promise “Beauty, with an edge.” Compact material: HCT Packaging (www.hctpackaging.com
2. Back In Black
The MAC Holiday Collection features the brand’s signature look-black-making the
line the perfect accessory for any occasion. Packaging incorporates various
fabrics and textures to emphasize the “formal black” theme, and the fabric
element is carried through on bags, compacts and plastic cases for lipsticks and
nail lacquers as well.
3. Where Beauty Meets Technology
Freeze 24-7 & Go is a colorless cosmetic designed to instantly eliminate the
appearance of fine lines and wrinkles. Housed in a sleek, metallic, pod-like
package that includes a removable mirror for optimal on-the-go application, the
product can be applied over or under makeup without smearing or smudging.
4. Now You See It...
L’Oreal takes the concept of minimalist design
to a new level with its Shu Uemura line of cosmetics. Following the brand’s
strategy of “sophisticated simplicity and modernity”, packaging for the line
incorporates thick, translucent materials from Rexam (www.rexam.com/beauty
achieve a unique look. Both products are virtually transparent, save for a shiny
hot stamped logo.
5. On The Road Again
Not to be left in the lurch when traveling,
today’s grooming-conscious man can opt for eShave’s colorful line of travel
brushes made of fine badger hair and hand-turned ergonomic Lucite handles. A
modern, silver canister protects the brush from being damaged-and also doubles
as a brush stand. The canister is ventilated on top so that the brush can
breathe and dry properly, no matter where life takes you.
Procter & Gamble has launched Dawn Simple Pleasures in a bottle with a
separate air freshener that is attached to the base and activated when consumers
release a tab.
"We are always looking for innovative ways to offer
consumers products that will make their everyday tasks more enjoyable," says
Dawn’s Glenn Williams.
Dawn Simple Pleasures has been introduced in
three scents-Water Lily & Jasmine, Apple & Pear and Lemon &
Tangerine-and is part of P&G's restaging strategy for Dawn, which divides
the brand's SKUs into a base, plus or premium tier. Simple Pleasures falls into
the premium ranking.
Avon launched its ANEW Clinical Spider Vein Therapy in an angular, shallow tube
and cap that reinforce the "clinical" positioning of the product.
by World Wide Packaging (www.wwpinc.com
), the lean tube mimics the appearance of a
medical device and is topped by a push/pull cap that is said to be one of the
"most complex ever produced". The claim is bolstered by the fact that it took 14
different machine processes just to apply metal over the polyprophelyne
The cap also features a flexible pintel, a closure mechanism, which
squeezes back into the tube when the cap is closed and, once inside, expands to
create an especially tight seal.
Each time one of Memorex’s Renew brand of electronics is purchased through the
end of November, the company will make a donation to the Arbor Day Foundation.
The new brand took a lifecycle approach to environmental product design
and manufacturing and packaging processes, making choices to use partially
recycled plastics, recycled cardboard and interior “egg carton” trays made from
100 percent recycled paper; restricting hazardous materials like mercury and
lead; and including educational inserts for consumers.
decisions combined with the replanting of trees-each of which may remove more
than one ton of carbon dioxide from the atmosphere in its lifetime-help offset
the carbon footprint of the products," said Sergio Castillo, director of Imation
Electronics’ [Memorex’s parent company] products division.