CONTENTS APRIL 2013 VOL. 11 NO. 3 COLUMNS 11 CONVERTERS CORNER By Kim Hensley Celebrate your brand’s differences without negating how your package performs. 32 FIELD NOTES By Linda Casey Find out if designers are hot or cold for Karim Rashid’s distinctive vodka bottle design. 8 DEPARTMENTS FEATURES 18 EDITOR’S LETTER Healthy Competition 6 FRONT PANEL By Linda Casey Package Design unveils the brand and the four agencies competing in the 10th annual Makeover Challenge, sponsored by Hazen Paper Company. 12 4 8 SNAPSHOTS 20 DESIGN TECH PRODUCTS: PROTOTYPING EQUIPMENT AND SERVICES Ideation Vivace 28 PRODUCT FOCUS: GLASS AND RIGID PLASTIC By Pat Henry and Linda Casey Design technology that boosts creativity and saves time and money. 24 Attention Grabber By Jeff Fleischer How Mederma’s packaging went from a bottomshelf shadow of a product to a shelf popper. ON THE COVER Packaging protection can sometimes become a hindrance for brands. In this issue, we explore how Little Big Brands tackled a plethora of hurdles that premium skincare line Mederma was facing. Read more on page 24. 2 APRIL 2013 18 31 DATEBOOK 31 INDEX OF ADVERTISERS