Package Design - June/July 2015 - (Page 6)

f rom the EDITOR BY LIN DA C ASE Y 11262 Cornell Park Dr. Cincinnati, OH 45242 EDITORIAL DEPARTMENT EDITOR-IN-CHIEF Linda Casey Hold and Stretch W e're so excited to unveil the concepts for Package Design's 12th annual Makeover Challenge, a blue-sky contest, sponsored by FiberMark North America Inc. and Caps57, that reimagines a real-world brand. This year's four design-firm contestants-BrandFirst, Gelcomm, Galileo Global Branding Group and Porchlight-explored package design and visual identity options for TELUS Communications Company. TELUS is one of the largest brands to participate in the Makeover Challenge to date. With approximately $12 billion Canadian dollars of annual revenue, TELUS is very careful about how it approaches branding and design projects. Brand equity is something that the editors understand and respect, and we believe the contest's inclusions of real-world brands with great reputations to upload and business restrictions to protect those relationships helps differentiate the Makeover Challenge from other blue-sky competitions. But we also know that redesigning a package that already is serving its brand well, under the company's current brand guidelines, is difficult. So we decided to take a different approach this year, and encourage all four competing firms to submit an on-brand or closer-in concept in addition to a stretch concept. This has even further increased the creativity diversity for the contest, and I think you'll find the variety fascinating. Turn to page 24 to learn more about the competing business strategies and concepts, and don't forget to vote online at for your favorite team. The most popular concept and visual branding strategy, determined by votes by the Package Design community, wins the challenge and will be featured in the issue preceding our 2016 Package Design Matters Conference, to be held at the Hyatt Regency Coconut Point Resort and Spa in Bonita Springs, Florida, on January 20 to 22. And be sure to check out this issue's thought leadership interview starting on page 14, with John Hall, founder of Goose Island Beer Company, and see how walking away from a successful 20-year career in corporate America to start a brewpub minutes away from a notorious public housing project was the best career move he ever made. ART DIRECTOR Don Heyl PRODUCTION MANAGER Linda Volz 513-263-9398 PUBLISHER Gerri Brownstein 973-731-1984 CORPORATE STAFF PRESIDENT Tedd Swormstedt SENIOR VP/GROUP PUBLISHER Murray Kasmenn PUBLISHING & BRAND SERVICES COORDINATOR Christine Lewis AUDIENCE DEVELOPMENT DIRECTOR Christine Baloga PACKAGE DESIGN SUBSCRIPTION SERVICES P.O. Box 1060 Skokie, IL 60076 P: (847) 763-4938 F: (847) 763-9030 REPRINTS / E-PRINTS / PLAQUES Matt Neiderer Content Sales Specialist 717-632-3535 Ext. 8265 WANT YOUR OWN COPY? Subscribe at Priority code: Issue STAY IN TOUCH WITH US BY: Email: 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 Subscription Services:, 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. 6 JUNE/JULY 2015

Table of Contents for the Digital Edition of Package Design - June/July 2015

Package Design - June/July 2015
Table of Contents
Editor's Letter
Front Panel
Package Design Matters Series: John Hal
Makeover Challenge Concepts Revealed
Rebranding Brews Sales
Debate & Discuss: Building, Supporting and Managing Creative Teams
Product Focus: Active & Smart Packaging
Index of Advertisers
Field Notes

Package Design - June/July 2015