Package Design - January/February 2014 - (Page 4)

FROM THE EDITOR by LInDa casEy Welcome Returns T 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 EditoRiAL AssistANt Kara dunford ARt diRECtoR don heyl PRodUCtioN CooRdiNAtoR Linda Volz 513-263-9398 SalES dEpartmEnt PUBLishER Gerri Brownstein 973-731-1984 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 REPRiNts / E-PRiNts / PLAqUEs matt Neiderer Content sales specialist 717-632-3535 Ext. 8265 Want your own copy? subscribe at Priority code: issue sTay In TOucH wITH us by: Email: LinkedIn: Package Design Magazine Facebook: Packagedesign Mag Twitter: packagedesignmg (no "a" in "mg") 4 JANUARY/FEBRUARY 2014 PacKaGE DEsIGn (Issn 1554-6772) is published 9 times annually by sT Media Group International Inc., 11262 cornell Park Dr., cincinnati, OH 45242-1812. Telephone: (513) 421-2050, Fax: (513) 362-0317. no charge for subscriptions to qualified individuals. annual rate for subscriptions to non-qualified individuals in the u.s.a.: $46 usD. annual rate for subscriptions in canada: $77 usD (includes GsT & postage); all other countries: $101 (Int'l mail) payable in u.s. funds. Printed in the u.s.a. copyright 2014, by sT Media Group International Inc. all rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. POsTMasTER: send address changes to: Package Design, P.O. box 1060, skokie, IL 60076. change of address: send old address label along with new address to Package Design, P.O. box 1060, skokie, IL 60076. For single copies or back issues: contact Debbie Reed at (513) 263-9356 or Debbie.Reed@ subscription services:, Fax: (847) 763-9030, Phone: (847) 763-4938, new subscriptions:

Table of Contents for the Digital Edition of Package Design - January/February 2014

Package Design - January/February 2014
Editor's Letter
Front Panel
Modern, Vintage, Hip
Design Tech Products: Metallized Packaging
Striking Gold
Product Focus: Transparent Packaging
Fiery Debut
Tear Down the Fences
Index of Advertisers
Field Notes

Package Design - January/February 2014