BXP - June/July 2017 - 18

A D V E R T O R I A L

In the age of noise, how does the voice
of a premium spirit brand get heard?
Kate Stites, Senior Designer at Brown-Forman
Beverages, demonstrates the power of quiet.
The competition for consumer attention on shelf has reached a new level
of din, as brands employ packaging and messaging techniques to stand
out from each other. What's a traditional, premium brand to do? We spoke
recently with Kate Stites about her experience designing secondary packaging for leading spirit brands like Jack Daniel's, Old Forester, Chambord,
el Jimador Tequilas and others. In her words, "I try to think of Coco Chanel
who said that it was always better to be slightly underdressed."

design. Give us your take on them.
} Dyed-through folding board:

"I love the dyed-through board. It offers finishing
that is really difficult to achieve with SBS (solid
bleached sulfate). With a dyed-through board, the
substrate is part of the design, not just something
that needs to be covered up. Even better, the finish
is so rich we end up using fewer varnishes because
we don't need to protect the color. It's really good at
resisting scuffing, and it doesn't take fingerprints.
There's a lot to love."
} Custom-colored folding board:

"We work with NEENAH Packaging to develop cus-

BXP: Tell us what you mean by underdressed.
KS: "I try to use simplicity to get attention. People

tom colors for most of our projects. We occasionally

are so bombarded with visual noise that they are

create our own unique board."

use stock colors, but are very fortunate to be able to

drawn to a quieter execution-a place where their

} Stability of the board:

eyes can rest a bit, and they absorb one or two

"It has to be solid as a rock. We once had a

important things on the package. With a brand like

minimum of 26pt specified for SBS used in our

Jack Daniel's, I can usually make a case for simplic-

secondary packaging. When I first started exploring

ity. I think of Coco Chanel. She said one should get

dyed board, we needed to have two sheets of 13pt

all dressed up, turn quickly to face a mirror and

board laminated together to meet this threshold.

remove one accessory. For this reason, I always try

I didn't consider that the strength added through

to finish a design concept and walk away from it for

lamination is significant. One of the very first things

at least 24 hours, so that I can come back and edit

the board. This results in a highly refined package.

I learned about paper was how important weight

with fresh eyes."

The uncoated appearance of the board gives a

is when trying to convey quality-even more so in

beautiful matte background for varnishes, foils

folding cartons. A strong carton can convey quality

BXP: You are highly recognized for package de-

and silkscreen printing. Again, elegance is in the

more convincingly than words."

sign. How long have you been working for Brown-

simplicity."

Forman and what is your secret sauce?

BXP: Everybody wants sustainable packaging.

KS: "I've been designing for Brown-Forman for

BXP: What are some of your best practices when

How does your package design align with this

nearly 12 years. I started doing production design

it comes to designing secondary packaging?

brand mission for Brown-Forman?

and moved into working on secondary packaging. It

KS: "We take great care in crafting our spirits-

KS: "We have an internal sustainability team,

has been my focus for the past five or six years now,

from our master distillers and the coopers who

and we moved much of our secondary packaging

and it's really where my heart is. I work primarily

make our barrels to the folks filling the bottles. It

to NEENAH Packaging dyed-through board. "We

on the Jack Daniel's Family of Brands. I think that

is critical that the same level of care is reflected

were able to remove the plastic window film, which

communicating a brand's essence through ma-

in the secondary packaging. We want the people

helped us save on materials and lower costs. This

terials and finishes is preferable to using words in

who enjoy our product to see the pride reflected

created an environmentally friendly carton that I'm

secondary packaging."

in every detail-how it opens and closes, how the

very proud of."

contents show through an aperture, how strong it

BXP: What are some of the ways you elevate

is and what it feels like during unboxing. Attention

your brand's shelf presence?

to detail and restraint are the two greatest tools, I

KS: "The substrate and decorating techniques we

believe."

use matter. For Jack Daniel's, the apertures, edges,
and seams show the black color all the way through

BXP: Here are some buzz terms in packaging

Read more customer stories at
www.neenahpackaging.com.


http://www.neenahpackaging.com

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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