Package Design - March 2014 - 4

FROM THE EDITOR

by LInDa casEy

Straight from the source

n this issue, we explore how Glenmorangie is working with its fans on
product and packaging development. The story, titled "Winning Ways"
and starting on page 18, describes how the whisky distiller is able to
enhance its package design by using a combination of crowdsourced
creativity and professional services.
Like Glenmorangie, Package Design magazine is inviting the community to
be part of our process. When we relaunched our website, we created a tool
called Readers News. Noting the effectiveness and popularity of
crowdsourced news such as CNN's iReport, we knew that providing our
community with a tool to share their projects, thoughts, research and more
would enable us to move the dialogue between our design magazine and our
community to include true conversation, between readers and editors as well
as from industry peers to industry peer.
Sometimes, readers' posts from our site also inspire and become part of our
print edition. Such was the case with the first can from Fort George Brewery's
integrated marketing program, which also became part of the "Winning Ways"
article about package design in the integrated marketing mix.
Allison Krug, who represents Crown Beverage Packaging North America,
which supplied the beer cans for the project, shared with fellow readers how
the brewery partnered with Tender Loving Empire, a consignment shop,
screen printer and record label representing artists in the region. Her post, at
www.packagedesignmag.com/Tender-Loving-Empire, noted how Andrew
Sloan collaborated with Josh Berger of Plazm design for the beer cans primary
graphic, and, of course, how Crown helped translate these artistic renderings
into a final design.
Hornall Anderson Partners used the tool to share how it helped Seattle's
Best Coffee to gain steam down the coffee aisle (www.packagedesignmag.
com/gain-steam-coffee-aisle), and Alex Goff at Kaleidoscope shared a thoughtleadership piece that shares observations on how private label brands are
addressing niche brand needs (www.packagedesignmag.com/
private-label-gets-personal).
Daily, I'm amazed at the smart, creative conversations sparked by our
magazine and the many wonderful posts on PackageDesignMag.com. To
learn more about how to become a contributing member of Package Design
magazine's online community, visit www.packagedesignmag.com/
website-contributors-intro.

sTay In TOucH wITH us by:
Email: linda.casey@stmediagroup.com
LinkedIn: Package Design Magazine
Facebook: Packagedesign Mag
Twitter: packagedesignmg (no "a" in "mg")

MARCH 2014

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
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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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Package Design - March 2014

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