CONTENTS DECEMBER 2012 VOL. 10 NO. 10 COLUMNS 9 SUSTAINABLY SPEAKING By Victor Bell What those confusing recycling logos really mean, and how to utilize them correctly in your packaging. 10 STUDENT SHOWCASE By Linda Casey Specialty packaging for the Vienna Symphony Orchestra is designed to be a cut above. 18 FEATURES 12 32 FIELD NOTES By Linda Casey Is this functional-beverage’s packaging equally as effective as the product? Magic in the Details By Linda Casey The wait is over! We reveal the winner of the 2012 Makeover Challenge, sponsored by Hazen Paper Company. DEPARTMENTS 4 5 7 EDITOR’S LETTER FRONT PANEL SNAPSHOTS 16 Set to Sell By Ted Mininni Six signs that a licensed brand’s packaging is headed for disaster. 25 PRODUCT FOCUS: DIGITAL PRINTING 31 DATEBOOK 31 INDEX OF ADVERTISERS 18 Burning Bright By Patrick Henry With zero ink yet vibrant appeal, foil stamping sets this candle packaging apart. 5 22 Working on the Railroad By David Litwak Out with the old and in with the new. Outdated train packaging gets the ‘caboose.’ ON THE COVER With Czech folkart inspired color combinations and baking utensil graphics, Makeover Challenge competitor Pulp+Wire took a familial direction by paying attention to details. This year’s competition is sponsored by Hazen Paper Company and competing design firms included Bailey Brand Consulting, DiDonato Design, Jenn David Design and Pulp+Wire. Read more on page 12 24 Structural Engagement By Stuart Leslie Done right, shape and structure can fuel brand loyalty and sales. 2 DECEMBER 2012