CONTENTS JULY/AUGUST 2012 VOL. 10 NO. 6 COLUMNS 16 CONVERTER’S CORNER By Marcus Magnusson Turn shoppers into buyers with creatively manufactured packages. 18 SUSTAINABLY SPEAKING By Minal T. Mistry Understanding the eco impacts of a package requires designers to take a holistic view. 24 FEATURES 20 44 FIELD NOTES A “measured” approached wakes up the sleepy category of instant oatmeal. A Few Good Bottles By Danielle Beurteaux Local history helps Few Spirits usher in a new era for a Chicago suburb. DEPARTMENTS 4 6 EDITOR’S LETTER FRONT PANEL 24 Voting opens for the 2012 Makeover Challenge, sponsored by Hazen Paper Company We reveal the four firms’ competing concepts for our annual design contest. 10 SNAPSHOTS 38 PRODUCT FOCUS: METAL PACKAGING 43 DATEBOOK 43 INDEX OF ADVERTISERS 34 Love at First Sight By Amina AlTai Tap into how the consumer mind works to increase shelf impact. 34 36 Innovation Incubator Luxe Pack Monaco to spark the imaginations of creatives from around the globe. ON THE COVER The fountain illustration on Few Spirits’ rye whiskey bottle pays homage to the Chicago World’s Fair of 1893, which helped usher in a new era for city after the fire destroyed much of Chicago in 1871. By opening its distillery in Evanston, IL, Few Spirits aims to bring that same celebration of change to the oncedry Chicago suburb. 2 JULY/AUGUST 2012