BXP - June/July 2017 - 27

take any sort of risk. In fact, brand managers are
tasked with one thing...don't screw up the brand.
They have to justify every dime they spend and ensure ROI. As a designer I have to ask, at what point
are you going to lose loyal customers because they
no longer have the same relationship with your
product?"
BXP: So what do you do about it?
TN: "I believe you need to look at design as an

it's to deliver a more even spray or sustainable

'on-call in-house design.' This isn't about account

investment, not a cost. Again, it goes back to

qualities. What's important is not looking at the

services, but can be used for project kick-offs,

listening to what the real or perceived problem

category with tunnel vision. It's critical to know

new product launches, idea sharing and market

is. Clients often say, 'We really need to redo the

the trends. I've had automotive, food and cleaning

analysis. Our server is in the cloud, so we can work

packaging, it's not working anymore.' That's an

clients ask, 'Why are you going to Luxe Pack?'

anywhere. And the coffee is always brewing."

expensive proposition. I've found that sometimes

Because all the experts in aerosol and packaging

it's a smaller problem. For instance, if appetite

finishes are going to be there. Some of the sexiest

appeal isn't working, a new photograph or slight

branding is done in this area. We bring those ideas

BXP: What disciplines does FORCEpkg
offer?

graphic adjustment could be the right fix. Design-

into mainstream brands, whether it's retailer-spe-

TN:"We do brand development and packaging de-

ers always want to make it better, but if the whole

cific promotions or a line extension. We can even

sign, POP/POS display and the materials that sup-

thing isn't broken, sometimes a subtle tweak can

translate ideas to value brands. You may not have

port those disciplines. We all have deep research

make a huge difference. I've spent the bulk of my

$5 million to spend on packaging equipment, but

experience and access to best-in-class tools. And

career fixing big problems with minor tweaks."

what if we change the cap and the label to achieve

of course, clients can count on us for mock-ups,

your objectives? Now we're solving problems."

prototypes, material recommendations, and an

BXP: How do you come up with your

understanding of the various printing processes.

ideas?

BXP: You recently launched FORCEpkg

Where FORCE will make its mark is in our ability

TN: "I resist staying within the confines of a cat-

to form relationships. I am very straightforward

egory. Over time I've found that my experience in

to answer many of the challenges we've
spoken about. Tell us about it.

food can be relevant in the automotive category.

TN: "Relationships are key in this business...even

cess, you need to look elsewhere. We challenge our

Another good example is luxury. Many times, I've

more so than creative. You can't say 'We're the

clients with visuals...not a thesis. We'll show what

taken ideas from cosmetic and personal care and

most creative.' There's a lot of talent out there. Cre-

works in other categories and provide concepts

brought them over to cleaning products, whether

ativity is parity, not differentiation. You need to be

that cut through the clutter at retail. We'll invite

a problem solver-that means working collabora-

you into our mobile office and hammer out a solu-

tively with your client. So right now, FORCE is de-

tion together."

veloping a mobile office. It's actually a temporary
office space in a remodeled recreational vehicle.
Everybody laughs at first, but when I explain how
much we accomplish, they get it. Nobody else in
our business is doing this. We can pull up and
park in your lot for a few days, bounce ideas off
each other and solve problems. It's more personal
than working offsite and more efficient. We call it

with clients. If you're looking for the trendiest pro-

To continue the conversation, call FORCEpkg at
717-949-3152. The new FORCE website launches
soon. Watch for it!



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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