Package Design - January/February 2014 - 4

FROM THE EDITOR

by LInDa casEy

Welcome Returns

he memory is as crisp as the sun was that Saturday afternoon. My
partner and I were finishing up the grocery shopping at Target. At the
end cap, I found familiar friends from my childhood- Toucan Sam,
Tony the Tiger, and Snap, Crackle and Pop, dusted off and ready to be
reunited-courtesy of the vintage-inspired cereal boxes from Kellogg's.
When I left the store, I was determined to learn the story behind the
packaging and deliver it to Package Design's readers. With the help of the
design agency responsible for this retro-yet-fresh look, Package Design was
able to start a dialogue with Kellogg's about the design.
The result is "Modern, Vintage, Hip," which starts on page 18. In this
beautifully written case study, author Dianna Borsi O'Brien explores why the
cereal giant was compelled to create the special promotion for Target,
discusses design principles that can apply to both packaging refreshes and
vintage package designs, and sheds light on how to strike a perfect balance
between preserving brand heritage and presenting a modern, hip look.
With this issue, I'd also like to introduce our new publisher-Gerri
Brownstein. Some of you may recognize Brownstein as the former publisher
of BrandPackaging. During her tenure there, Brownstein helped reposition
the brand, debut a hardcover design book and launch events. Most recently,
Brownstein was executive director of Retail Leader, which serves seniorlevel executives in the retail food and allied industries.
We are thrilled to have Brownstein on board and eager to see how her
experience and expertise will play in the continuing evolution of the Package
Design brand. Stayed tuned, exciting changes are afoot.

11262 Cornell Park dr.
Cincinnati, oh 45242

Editorial dEpartmEnt
EditoR-iN-ChiEF
Linda Casey
linda.casey@stmediagroup.com
EditoRiAL AssistANt
Kara dunford
kara.dunford@stmediagroup.com
ARt diRECtoR
don heyl
don.heyl@stmediagroup.com
PRodUCtioN CooRdiNAtoR
Linda Volz
513-263-9398
linda.volz@stmediagroup.com
SalES dEpartmEnt
PUBLishER
Gerri Brownstein
973-731-1984
gerri.brownstein@stmediagroup.com
CorporatE Staff
PREsidENt
tedd swormstedt
AUdiENCE dEVELoPmENt diRECtoR
Christine Baloga
PACKAGE dEsiGN sUBsCRiPtioN sERViCEs
P.o. Box 1060
skokie, iL 60076
P: (847) 763-4938
F: (847) 763-9030
Pd@halldata.com
REPRiNts / E-PRiNts / PLAqUEs
matt Neiderer
Content sales specialist
717-632-3535 Ext. 8265
matt.neiderer@sheridan.com

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JANUARY/FEBRUARY 2014

PacKaGE DEsIGn (Issn 1554-6772) is published 9 times annually by
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Package Design - January/February 2014

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