Package Design - November/December 2014 - 33

whereas holiday themes usually focus on specific design elements that lose their luster after
the holiday has passed. Determining which is
more effective has a lot to do with buyer habits
and the product itself. Christine Mau, design
director, Europe, Middle East and Asia, at Kimberly-Clark, says, "There were years when we
tried general winter themes [ for Kleenex tissues] instead of overtly Christmas designs. It
turned out to be a self-fulfilling strategy. Winter
designs grab the consumer's eye in the same
way when competing with everything at that
time of year and therefore, less are sold and
more are left on the shelf after the holiday since
our product is consumed within weeks. We do

our best to produce the exact amount that will
be needed each season, but it's tricky."
A design that isn't overtly holiday themed
(think red and green for Christmas) sometimes
works out better and can even provide a design
and branding direction for the long run. Joel
Anderson of Anderson Design in Nashville, TN,
designed the packaging for Bang Candy's Sparkle Bark, which was introduced during the 2013
holiday season. Because Bang Candy is really
experimental and has crazy flavor profiles,
Anderson chose nontraditional colors for the
Sparkle Bark packaging. "We wanted it more
artsy and whimsical and to turn tradition on its
ear," Anderson explains. "In hindsight, I'm glad

ABOVE LEFT Death's Door
used football season to
introduce its Wondermint
Schnapps with Legacy
Chocolates Hot Cocoa mix, in a
Tailgate Pack. The pairing
encourages consumers to think
about both products whenever
they are in the market for hot
cocoa or schnapps.
ABOVE A whimsical visual
identity introduced for Bang
Candy's Sparkle Bark was so
successful that the confectioner
decided to make it a candy line
a year-round offering.

PACKAGEDESIGNMAG.COM

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Package Design - November/December 2014

Table of Contents for the Digital Edition of Package Design - November/December 2014

Package Design - November/December 2014
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Cultivating Creativity
Thirst for Change
Designing Holiday Packaging
Multi-Platform Performer
The Digital Shift
Design Tech Products
Product Focus
Index of Advertisers
Field Notes
Package Design - November/December 2014 - Intro
Package Design - November/December 2014 - BB1
Package Design - November/December 2014 - BB2
Package Design - November/December 2014 - CW1
Package Design - November/December 2014 - CW2
Package Design - November/December 2014 - Package Design - November/December 2014
Package Design - November/December 2014 - Cover2
Package Design - November/December 2014 - 1
Package Design - November/December 2014 - Table of Contents
Package Design - November/December 2014 - 3
Package Design - November/December 2014 - Editor’s Letter
Package Design - November/December 2014 - 5
Package Design - November/December 2014 - 6
Package Design - November/December 2014 - 7
Package Design - November/December 2014 - Front Panel
Package Design - November/December 2014 - 9
Package Design - November/December 2014 - 10
Package Design - November/December 2014 - 11
Package Design - November/December 2014 - 12
Package Design - November/December 2014 - 13
Package Design - November/December 2014 - Snapshots
Package Design - November/December 2014 - 15
Package Design - November/December 2014 - 16
Package Design - November/December 2014 - 17
Package Design - November/December 2014 - 18
Package Design - November/December 2014 - 19
Package Design - November/December 2014 - Cultivating Creativity
Package Design - November/December 2014 - 21
Package Design - November/December 2014 - 22
Package Design - November/December 2014 - 23
Package Design - November/December 2014 - 24
Package Design - November/December 2014 - 25
Package Design - November/December 2014 - 26
Package Design - November/December 2014 - 27
Package Design - November/December 2014 - Thirst for Change
Package Design - November/December 2014 - 29
Package Design - November/December 2014 - 30
Package Design - November/December 2014 - 31
Package Design - November/December 2014 - Designing Holiday Packaging
Package Design - November/December 2014 - 33
Package Design - November/December 2014 - 34
Package Design - November/December 2014 - 35
Package Design - November/December 2014 - 36
Package Design - November/December 2014 - 37
Package Design - November/December 2014 - Multi-Platform Performer
Package Design - November/December 2014 - 39
Package Design - November/December 2014 - 40
Package Design - November/December 2014 - 41
Package Design - November/December 2014 - The Digital Shift
Package Design - November/December 2014 - 43
Package Design - November/December 2014 - 44
Package Design - November/December 2014 - Design Tech Products
Package Design - November/December 2014 - 46
Package Design - November/December 2014 - 47
Package Design - November/December 2014 - 48
Package Design - November/December 2014 - 49
Package Design - November/December 2014 - 50
Package Design - November/December 2014 - 51
Package Design - November/December 2014 - 52
Package Design - November/December 2014 - 53
Package Design - November/December 2014 - 54
Package Design - November/December 2014 - 55
Package Design - November/December 2014 - Product Focus
Package Design - November/December 2014 - 57
Package Design - November/December 2014 - Index of Advertisers
Package Design - November/December 2014 - 59
Package Design - November/December 2014 - Field Notes
Package Design - November/December 2014 - Cover3
Package Design - November/December 2014 - Cover4
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