Package Design - August 2014 - 4

f rom the ediTOR
by Lin da c ase y
11262 cornell Park dr. cincinnati, OH 45242

Celebrating Change,
in Print, Online and in Person

he response to our magazine's redesign is amazing. Thank you to everyone who gave us
feedback, including Christopher Durham, founder of My Private Brand, who
comments, "I received the latest issue of the magazine, and I have to say I am stunned.
You have created the standard for the modern trade magazine."
Terri Goldstein, CEO of The Goldstein Group, echoed the sentiment, in an email to publisher
Gerri Brownstein and me, "Your new format (so deliciously large) and the paper and graphics and
content blew my mind!"
Brian Schultz, founder of Brian Schultz Design and whose agency was a competitor in the
2013 Makeover Challenge, also praised the work of our art director Don Heyl noting the
magazine now has "a great, fresh, new look!"
This year's Makeover Challenge, sponsored by FiberMark North America, has the potential to
do more than just transform a brand. It could change a category.
The brand, Kelley Quan New York, sells premium, vegan, makeup brushes. Competitive audits
by the four Makeover Challenge agencies show most high-end makeup brushes are made from
fur not vegan materials, and packaging innovation for the category is lacking.
The competitors worked with Kelley Quan, a professional makeup artist and the woman
behind the Kelley Quan New York brand, to create concepts, shown on pages 24 to 31, that would
bring excitement at the retail level, market the product after it's left the makeup counter, and
protect the end-user's investment beautifully.
The focus on breakthrough strategy continues. Jennifer Adams of design firm SGK, expresses
her excitement about the upcoming Design Matters video interview with the vice president of
breakthrough innovation at Kraft Foods Group, Barry Calpino, and head of design at Kraft Foods
Group, Peter Borowski. "Peter and I worked together at FRCH,"
she remarks. "Peter is so talented, funny and just a great guy."
Couldn't agree more, Jennifer. Find a sneak peek of the video
interview on page 10.
These videos are just the beginning. The speaker
proposals for our inaugural Package Design Matters
Conference to be held in Naples, FL, in January, are awe
inspiring. I can hardly wait to share some of the innovative
work that will be featured as well as the striking strategic
discussions plan. We hope you can join us, January 12
to 14, 2015. And, as always, thank you for reading.

AUGUST 2014

Editorial dEpartmEnt
Editor-in-ChiEf

linda Casey

linda.casey@stmediagroup.com
Editorial assistant

Kara dunford

kara.dunford@stmediagroup.com
art dirECtor

don Heyl

don.heyl@stmediagroup.com
ProduCtion Coordinator

linda Volz

513-263-9398
linda.volz@stmediagroup.com

pUBliSHEr
Gerri Brownstein

973-731-1984
gerri.brownstein@stmediagroup.com

CorporatE Staff
PrEsidEnt

tedd Swormstedt
audiEnCE dEvEloPmEnt dirECtor

Christine Baloga

PaCkagE dEsign subsCriPtion sErviCEs

p.o. Box 1060 Skokie, il 60076
p: (847) 763-4938
f: (847) 763-9030
pd@halldata.com

rEPrints / E-Prints / PlaquEs

matt neiderer

content sales specialist
717-632-3535 ext. 8265
matt.neiderer@sheridan.com

Want your oWn CoPy?

Subscribe at
www.packagedesignmag.com/subscribe
priority code: issue
stay in touCh With us by:

Email: linda.casey@stmediagroup.com
linkedin: Package design Magazine
facebook: PackagedesignMag
twitter: packagedesignmg (no "a" in "mg")

PacKaGe desiGn (ISSN 1554-6772) is published 9 times
annually by ST Media Group International Inc., 11262 Cornell
Park Dr., Cincinnati, OH 45242-1812. Telephone: (513) 421-2050,
Fax: (513) 362-0317. No charge for subscriptions to qualified
individuals. annual rate for subscriptions to non-qualified
individuals in the U.S.A.: $46 USD. Annual rate for subscriptions
in Canada: $77 USD (includes GST & postage); all other
countries: $101 (Int'l mail) payable in U.S. funds. Printed in the
U.S.A. Copyright 2014, by ST Media Group International Inc.
All rights reserved. The contents of this publication may not
be reproduced in whole or in part without the consent of the
publisher. The publisher is not responsible for product claims
and representations. POsTMasTeR: Send address changes to:
Package Design, P.O. Box 1060, Skokie, IL 60076. change of
address: Send old address label along with new address to
Package Design, P.O. Box 1060, Skokie, IL 60076. For single
copies or back issues: contact Debbie Reed at (513) 263-9356
or Debbie.Reed@STMediaGroup.com. subscription
services: PD@halldata.com, Fax: (847) 763-9030, Phone:
( 8 4 7 ) 7 6 3 - 4 9 3 8 . N e w S u b s c r i p t i o n s : w w w.
packagedesignmag.com/subscribe.

Package Design - August 2014

Table of Contents for the Digital Edition of Package Design - August 2014