BXP - December 2017 - 20

A D V E R

Strategic brand revitalization
generates sparkling results
Jamey Wagner, Executive Creative Director of
Interbrand, shared a story that provides a window
into the process and results that can be achieved
with a brand reset incorporating strategic
packaging redesign.
Interbrand was hired to create a new core
package design for Chandon sparkling wine that
would help stimulate growth for the brand, which
was not doing as well as others in its category at
the time. The strategy was to bring prominence to
the brand by communicating its purpose through
packaging and integrated brand communications.
Chandon sparkling wine's identity is defined
as "born in France, raised in Napa Valley." To
communicate this concept, Interbrand created
graphics with a shooting star, as well as the
hills and vineyards of Napa Valley, on the label.
The new label incorporates a more vibrant,
youthful color palette to connect with the brand's
Millennial target and help the brand pop at shelf.

The Speakers and their Companies
Goodpaster, Senior Creative
Director, Trends and Foresight, LPK

innovation and creativity, LPK helps brands

Alison oversees Stylus' US-specific research. She
has more than 12 years' experience as an editor

Bryan Goodpaster is Senior Creative Director at

anticipating variables and meeting change head-

and analyst specializing in consumer attitudes. A

LPK-and he's spent his 20-year career looking

on. Together, they build future-primed solutions,

seasoned traveler, the breadth of her knowledge

to what's next. Synthesizing consumer insights,

designed to flex for the challenges of both today

stretches across multiple consumer industries,

trends forecasting and design thinking into

and tomorrow. For more information, visit www.

regions and demographics. Alison previously

strategic foresight, Bryan has helped some of the

lpk.com.

worked at forecaster WGSN and at Peclers Paris.

world's most prominent brands embrace future-

As a freelance designer, she has worked for clients

forward innovations-and translate them into

including Donna Karan, DVF and Victoria's Secret.

tangible business wins.

●

Alison Gough, U.S. Senior Analyst, Stylus

● Bryan

reconcile the enduring and the emergent by

company that helps businesses process global

has lent his deep consumer understanding and

Bergwall, Group President, Paper
Packaging & Services, Greif, Inc. and
member of Fibre Box Association's Board
of Directors

consumer lifestyle, product and engagement

disruptive design approach to a diverse body

Tim has served as Group President, Paper

insights, stimulating innovation and growth. Stylus

of work-from architectural systems, consumer

Packaging & Services at Greif, Inc. since 2014

provides proprietary research and advice to

electronics and user interfaces to commercial

and as President of Soterra Land Management

more than 500 of the world's leading consumer

and retail environments for global, design-centric

LLC, a Greif subsidiary since 2015. With a 29-year

brands, businesses and agencies. The company's

brands. Bryan holds degrees in both industrial

career in the paper packaging industry, Tim

team of 150 industry experts works across five

design and visual communications from Kendall

currently serves on the Board of Directors of the

continents, analyzing more than 20 consumer-

College of Art and Design. He has a penchant

Fibre Box Association, as the Chairman of the

facing industries. These include retail, fashion,

for French bulldogs and the well-folded pocket

Containerboard Sector at the American Forest &

beauty, health, automotive, travel & hospitality,

square. Find him on Twitter at @bryangoodpaster.

Paper Association and is a member of the Paper &

Stylus is an innovation research and advisory

technology, media, food & beverage, architecture,

Unbound by traditional methodologies, Bryan

LPK is a brand and innovation consultancy,

interiors and design. For more information, visit

shaping the now, near and next for businesses

www.stylus.com.

of all kinds. Through insights and foresight,

20

DECEMBER 2017

● Tim

Packaging Board.
Greif, Inc. Paper Packaging Group
has annual sales of $800 million and operates


http://www.lpk.com http://www.lpk.com http://www.stylus.com

Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
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https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
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