Package Design - June/July 2014 - 56

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brand. Also, it got to market in half
the time of their internal process,
because we are able to provide
ideation, alignment, prototypes,

When Design Meets
Manufacturing...

creation and validation without
having to throw the project "over
the wall" to execute it.
JUSTIN EAKES: Another example
of this integration in action is an
entrepreneurial concept that

application of mold engineering

on several projects where a brand

involved pre-ﬁlled glasses of wine

and ﬁnshed product manufactur-

manager wanted a change, the

stacked to form a "bottle." To

ing. We are able to bring in our

team spent months and up to a

create that package, we had to

engineering and manufacturing

quarter million dollars and then

ensure top-load strength and a

experts early on, during the inno-

took it to the manufacturer, only to

footprint that works for retail. That

vation and ideation phases of the

have them say no, that it wouldn't

bottle began distribution in

process, to bring great design

work. At R&D/Leverage, one

Southern California and is now all

ideas to life - and to market. That

example of this more effective

over the U.S.

value proposition is very

integrated approach was the

PACKAGE DESIGN: How would

PACKAGE DESIGN: Turning a

important.

redesign of a 20-ounce soft drink

you describe the current pace of

vision into a reality is one thing.

JUSTIN EAKES: We really offer

bottle with Dr. Pepper Snapple

new product development?

But being sure that reality is in line

the full design piece. As speed to

Group. They had tried working just

JASON HUSK: We are working on

with your vision is quite another.

market becomes more crucial, we

with a design ﬁrm before, but the

other major development projects,

How does R&D/Leverage work

are able to talk the language of

ideas didn't go anywhere because

including packages for major food

with CPG companies to ensure

design but can speak just as well

there was no connection with

and beverage, home care and

that their end product meets the

to the technical side. Instead of

manufacturability. We had

personal care companies.

package design goals - both

having to partner with a

something different to offer them,

MATT HUTCHERSON: More and

effectively and cost-effectively?

manufacturer, for example, we're

with ideas and methodologies

more brands are looking at

JASON HUSK: Because R&D/

able to have 50 engineers right

from the consumer side and

packaging to offer something

Leverage is essentially a merger

there, at any given time.

proprietary tools from the mold

unique that stands out on the shelf.

between a design ﬁrm and mold

PACKAGE DESIGN: Can you

side, to help them design a bottle

We are helping these companies

manufacturer, we offer the front-

share examples of how you have

that would function in the

grow their business by

end creative design, consumer

helped bridge vision and

consumer's life. It worked and we

encouraging consumers put the

research and ideation capabilities

functionality?

ended up that launching that

product in their cart. It's not just

that you'd expect from a design

JASON HUSK: In my previous

bottle about a year and half ago

the graphics -- shape and structure

ﬁrm combined with the practical

work in the CPG industry, I worked

across almost every DPSG drink

can be iconic.

R&D/LEVERAGE
MATTHEW HUTCHERSON
INDUSTRIAL DESIGNER
JUSTIN EAKES
SENIOR INDUSTRIAL DESIGNER
JASON HUSK
DIRECTOR OF BUSINESS DEVELOPMENT

With ofﬁces in the Kansas City metro area and in the United Kingdom, R&D/Leverage provides structural brand development and mold manufacturing for
the food, beverage, home, personal care and healthcare industries. Visit www.rdleverage.com for more information.

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