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The Revised Sunscreen Monograph to be approved by FDA May 2009. Expect major changes to all SPF packaging, includes ANY personal care product with sunscreen claims. Our Sunscreen Solutions Team of regulatory specialists and graphic experts ensure your packaging complies with these regulations and keeps brand identity.
Hirschhorn & Young Graphics
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Building successful brands since 1976, EDG is a full service strategy and design firm. We believe in creating responsible designs that not only preserve our natural resources but also sustain our clients’ value in the marketplace.
Evenson Design Group
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The camera doesn’t lie. So when you need hero packaging for shoots trust Comp24 to deliver picture perfect packages in just a matter of days. You’ll always portray your product in great light, and it’s usually much cheaper than retouching or digital post work.
Comp24
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Innovation, print options, value-added services.
Fort Dearborn Company
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New YUPOClear In-Mold Label Substrate is here! Whether you need a no-label look on colored or clear bottles, YUPOClear is sure to grab your attention. Available in grades for both offset and flexo printing.
YUPO Synthetic Paper
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There's a reason why 3400+ companies are listed with us, because it works!
Popon
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Shelf Impact! Advisory
Board
Eric Ashworth
Chief Strategic Officer
Anthem Worldwide
Laura Bix, PhD
Assistant Professor, School of Packaging
Michigan State University
Marie Curi
Brand Consultant
Curiousity, LLC
Dennis Furniss
Vice President, Strategic Branding
BrandScope
Robert Hall
Vice President of Brand Development
Boston Beer Co.
Michael Livolsi
Brand Identity and Packaging Design Consultant
Brian Wagner
Vice President and COO
Packaging & Technology Integrated Solutions
Rob Wallace
Managing Director
Wallace Church, Inc. |
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Redesign sets the stage for mic brand's heritage story
By Jim George
Shure's SM 57 Instrument Microphone has been used on every president's lectern since Lyndon Johnson, and the company's SM 58 Vocal Microphone is a mainstay among touring musicians.
Coming off such success—and also record sales in 2008 for some models in its SM line—why would the Niles, IL-based microphone manufacturer want to invest in new packaging? Foremost, to simplify the product-purchase decision in stores. But Shure also took the opportunity to tell the brand's story and gain economies of scale in the packaging materials.
Shure, working with design agency MiresBall, centered the refresh of the SM brand on the tagline "Legendary Performance." Imagery on the carton's outer graphics sleeve, made of SBS board, brings the brand to life on all four sides by displaying the SM microphones in their natural setting. The microphones were photographed resting on scratched and weathered stages, amplifiers, and instrument cases.
"It speaks to what Shure products have been about for 84 years: Quality and performance are paramount," says Peter Herr, Shure's manager of integrated marketing.
Packaging cements the bond between product and shopper at retail guitar centers and other specialty stores, Herr explains. The SM 58 microphone, for example, is a mid-tier standard microphone retailing at about $99. "Veteran musicians trust it, and Johnny Guitar aspires to it," he says. The new design features a black-and-gray background to present the product as a "working man's" microphone, with a gritty, tried-and-true look and feel, Herr says.
"What we tried to capture with this packaging look was to put the microphones in the world in which they are used, to embody authenticity," Herr adds. "We think the new package design sets the bar a little higher."
Sleeves labels for the SM 57 and SM 58 are printed by General Converting in four-color process plus two spot blacks—one to enhance the black background and the other to sharpen the product detail, without "plugging up," or presenting a muddied look, says John Ball, partner and creative director at MiresBall.
Shure also used the brand refresh to improve packaging economies for the SM line. The brand dropped its former two-piece "shoebox" and in favor of a one-piece corrugate carton, from PCA to hold the microphones. The sleeve slides over the carton to help keep it closed. |
Package Design Workshops focus: Providing value for today's consumers
 Shelf Impact!'s one-day Package Design Workshops have resumed in 2009 with their popular fast-paced, roll-up-your-sleeves interactive format in an intimate setting.
Upcoming workshops will be May 20 in Tarrytown, NY, June 17 in Chicago, IL, and Oct. 21 in Cincinnati, OH.
This year's workshops will focus on understanding consumers' shopping motivations in the current economy and creating value to hook them on your product through packaging. The workshops also will include multiple hands-on, interactive sessions.
Shelf Impact! Editor-in-Chief Jim George and Associate Publisher Jim Chrzan lead this year's workshop discussion, which will contain substantially new information from the 2008 workshop series. They will present the latest information on trends and best practices in package decoration, materials, consumer and store insights, and sustainability. They also will invite audience participation to make the workshop an interactive learning experience. The midday lunch will feature a guest speaker.
Because these workshops include breakout group discussions, seating is limited. Workshop price is $425.
To view the complete program agenda and to register, visit www.shelfimpact.com/pdw.
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Research: Green positioning undertapped in body care
If your body-care product uses earth-friendly packaging, and your creative team is considering how to position your brand, consider a green message. In a six-month review period ending in December 2008, only 5% of products in the category came in packaging positioned as environmentally friendly, according to Mintel, a market-research company.
One marketer taking the green route is Organic Essence, which introduced Organic Shea Cream under the Organic Essence brand. The product functions as a body moisturizer, massage cream, and makeup remover. Organic Shea Cream comes in a biodegradable organic jar.
Mintel expects the percentage of body-care products focusing on a green marketing message to increase. The market analyst firm cites many recent government initiatives designed to reduce packaging waste, encourage recycling, and make packs more biodegradable and less damaging to the environment.
Body-care packs that are going green include those made from 25% post-consumer plastic and up to 90% post-consumer recycled material. Packaging sourced from well-managed forests is gaining momentum, too, Mintel says.
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Package Gallery
A closer look at the newest trends in today's packaging.
Dole snack pack provides squeezable pouch, safer cap
Kids are drawn to food packaging that provides fun in addition to containing the product. One product introduction that provides a notable recent example is Squish'ems!, a vitamin-enriched fruit snack from Dole Packaged Foods Canada. The flexible, squeezable stand-up pouch with a built-in straw encourages kids to make on-the-go consumption nutritious and fun.
The hot-filled, twice-pasteurized fruit snack uses a multilayer film laminate from Hosokawa Yoko Co. that enables high-quality, eight-color gravure printing on the outer layer. The film also provides barrier properties and shock- and pressure-resistance.
The pouch design is a side-gusseted package that is easy for little hands to grasp.
Besides fun for kids, the packaging also provides peace of mind for parents. A patented cap from Gualapack S.p.A. is difficult to swallow and is designed with vents and holes on the top to prevent throat obstruction if accidentally ingested.
Peter Stewart, Senior Business Development Manager for Dole Canada, says that if the product launch is successful in Canadian retail and club stores, the packaging format could extend to other Dole divisions worldwide. |
Sugar stays soft in premeasured pouches
"Clumping" sugar long has been an issue for at-home bakers. Imperial Sugar Co., Sugar Land, TX, believes it has eliminated that frustration with Redi-Measure Light Brown Sugar in premeasured pouches. Introduced in stores in the South and Southeast U.S., Redi-Measure is marketed in 12-pouch cartons. Each pouch contains 1/4 cup of sugar.
"We reviewed hundreds of recipes and found that one-quarter-cup increments addressed 80% plus of the required amount in those recipes," says Hyuna Lee, Imperial Sugar Brand Manager.
In the highly commoditized sugar category, packaging provides the added value for the Redi-Measure brand. Pouches are made of a two-side, heat-sealable polypropylene from Plastic Suppliers and printed by Poly Plastics.
The carton, printed in a golden brown color, is a clay-coated, SUS board with an easy-open zip strip and a reclosable, tuck-in feature. Die-cut windows on the front and side panels of the carton allow consumers to see and touch the pouches.
A 12-pack carton has a suggested retail price of $1.99 to $2.49, and distribution will be in Southern states, Lee notes.
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Tea features compostable film
Twinings, a beverage marketer in the U.K., had the objective of finding a sustainable and compostable packaging film to wrap its Everyday tea product. "As a company, we are always looking at ways to lessen our impact on the environment," says David Parkes, Twinings spokesperson.
The company selected NatureFlex™ film from Innovia Films as the inner wrap for the Everyday packs. A major benefit, Parkes says, is that the film is compostable, reducing packaging disposal.
The cellulose-based film begins life as a natural product—wood—and breaks down in a home composite bin within weeks. The film also offers advantages such as anti-static properties, high gloss and transparency, resistance to grease and oil, and gas and aroma barriers.
A.S.P Packaging Ltd. provided the certified compostable printing on the package. |
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