Package Design - March 2015 - 4

f rom the EDITOR
BY LIN DA C ASE Y
11262 Cornell Park Dr. Cincinnati, OH 45242

Too Big to Fail

W

hile the phrase usually applies to financial institutions that embrace risk too warmly,
too big to fail is also a theory that helping smaller brands eat the big guys' lunch. In the
consumer packaged goods' landscape, entrepreneurial brands such as Method and The
Honest Company have been able to innovate and take significant market share from companies with a
wealth of brand equity. Across these companies, one characteristic is common: a more
accommodating environment for risk in package and product design as well as in the overall branding
and marketing campaigns.
Let's be clear, I'm not saying that every creative product launch will be a success. I realize that a slim
portion of product launches actually succeed. But ignoring the most successful of these
entrepreneurial brands and not looking at how they deliver buzz-worthy products would be akin to
turning away opportunity.
During my interview with Tim Hankins for the article that starts on page 12 and the video that airs
on our website on April 2, 2015, I asked The Honest Company's creative director about the role that risk
plays at the company.
"If you're feeling uncomfortable, you're probably in the right place because you are challenging
yourself," Hankins answers. "Whenever there's room to try out ideas, we embrace that as much as
possible because I think it's hugely important to the process. I tell my team, 'You have to keep trying.'"
Hankins sums up this philosophy neatly in one sentence: "You can only truly learn through failure."
But he also admitted that directors and other managers need to exercise great patience and discipline
to foster experimentation in the marketplace.
Managers with this patience and discipline can reap rewards, across specializations. For this
edition of Debate & Discuss, we invite three business leaders from the CPG world and one designer,
who works outside of packaged goods, to share tips for developing amazing design and branding
teams. Kelly Jura is creative director at HealthFleet Inc., a cloud
computing company dedicated to bridging the technology gap
between healthcare payers, providers and patients. Jura designs
custom interfaces that maintain the cloud computing
company's clients' brand integrity and creates design solutions
to promote engagement.
The fast-paced tech world, like packaged goods, faces tight
turnarounds, and the health care industry knows strict
guidelines well. But Jura says the best branding and design
teams push the limits. "Encourage designers to have fun
and step outside of their comfort zones," she advises.
"Know that everyone appreciates one out-of-the-box
idea, even if it isn't what he or she chooses for the
brand in the end. This freedom helps everyone grow."
Turn to page 28 to read more tips on how to
build superstar branding teams from Jura,
Kimberly-Clark's senior global design
manager Barry Markwick, Tea Forte's chief
brand officer Stuart Avery Gold and The
Hershey Company's senior director and global
head of design Ron Burrage.

4

MARCH 2015

EDITORIAL DEPARTMENT
EDITOR-IN-CHIEF

Linda Casey

linda.casey@stmediagroup.com
ART DIRECTOR

Don Heyl

don.heyl@stmediagroup.com
PRODUCTION MANAGER

Linda Volz

513-263-9398
linda.volz@stmediagroup.com

PUBLISHER
Gerri Brownstein

973-731-1984
gerri.brownstein@stmediagroup.com

CORPORATE STAFF
PRESIDENT

Tedd Swormstedt
SENIOR VP/GROUP PUBLISHER

Murray Kasmenn

PUBLISHING & BRAND SERVICES COORDINATOR

Christine Lewis

AUDIENCE DEVELOPMENT DIRECTOR

Christine Baloga

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Package Design - March 2015

Table of Contents for the Digital Edition of Package Design - March 2015

Package Design - March 2015
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Tim Hankins on Hope, Chance and Preparation
Cut Above the Rest
Creating Superstar Branding & Design Teams
DIY Packaging
Product Focus: Marijuana Packaging
Index of Advertisers
Field Notes: Measured Improvements
Package Design - March 2015 - Intro
Package Design - March 2015 - BB1
Package Design - March 2015 - BB2
Package Design - March 2015 - Package Design - March 2015
Package Design - March 2015 - Cover2
Package Design - March 2015 - 1
Package Design - March 2015 - Table of Contents
Package Design - March 2015 - 3
Package Design - March 2015 - Editor’s Letter
Package Design - March 2015 - 5
Package Design - March 2015 - Front Panel
Package Design - March 2015 - 7
Package Design - March 2015 - Snapshots
Package Design - March 2015 - 9
Package Design - March 2015 - 10
Package Design - March 2015 - 11
Package Design - March 2015 - Design Matters Series: Tim Hankins on Hope, Chance and Preparation
Package Design - March 2015 - 13
Package Design - March 2015 - 14
Package Design - March 2015 - 15
Package Design - March 2015 - 16
Package Design - March 2015 - 17
Package Design - March 2015 - 18
Package Design - March 2015 - 19
Package Design - March 2015 - Cut Above the Rest
Package Design - March 2015 - 21
Package Design - March 2015 - 22
Package Design - March 2015 - 23
Package Design - March 2015 - 24
Package Design - March 2015 - 25
Package Design - March 2015 - 26
Package Design - March 2015 - 27
Package Design - March 2015 - Creating Superstar Branding & Design Teams
Package Design - March 2015 - 29
Package Design - March 2015 - 30
Package Design - March 2015 - 31
Package Design - March 2015 - 32
Package Design - March 2015 - 33
Package Design - March 2015 - 34
Package Design - March 2015 - 35
Package Design - March 2015 - 36
Package Design - March 2015 - 37
Package Design - March 2015 - 38
Package Design - March 2015 - 39
Package Design - March 2015 - 40
Package Design - March 2015 - 41
Package Design - March 2015 - 42
Package Design - March 2015 - 43
Package Design - March 2015 - DIY Packaging
Package Design - March 2015 - 45
Package Design - March 2015 - 46
Package Design - March 2015 - 47
Package Design - March 2015 - 48
Package Design - March 2015 - 49
Package Design - March 2015 - Product Focus: Marijuana Packaging
Package Design - March 2015 - 51
Package Design - March 2015 - 52
Package Design - March 2015 - 53
Package Design - March 2015 - 54
Package Design - March 2015 - Index of Advertisers
Package Design - March 2015 - Field Notes: Measured Improvements
Package Design - March 2015 - Cover3
Package Design - March 2015 - Cover4
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