Package Design - May 2015 - 26

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Talking with...

Scott Jost

Vice President of Innovation & Design
Studio One Eleven

Do you have a packaging Sherpa?
Package Design: Many

PD: So you think a

scramble of a mom and her

companies tout their

no-compromise

children will be the person who

expertise in package

solution exists?

visualizes creative solutions for her,

design, but what skills or

SJ: Absolutely. The

builds the CADD databases and

resources might they be

word "Sherpa" comes

even oversees the first parts' runs at

lacking?

to mind. You want an

the molder. At other design firms,

Scott Jost: For many,

expert partner with

that's usually not the way this

being a "packaging

you on the journey,

process is done.

In a project that exemplifies the

design firm" means that

like hiking Mount

"sherpa approach" to package

the agency specializes in

innovation, Studio One Eleven

developing branding

worked with Patricks, a high-end

graphics that happen to live on

someone for whom their survival is

package design?

men's hair styling line to create a

packages. That's clearly an

tied with yours. If our clients can't

SJ: We recommend building a solid

package that looks, feels and

important part of the final package;

make it to market and do well, then

foundation with an accurate

even sounds like a durable goods

in fact, our visual branding practice

- as a partner in design and

understanding of where, how and

product.

group has played a key role in many

commercialization - we fail along

for whom a package must perform

Company founder Patrick Kidd

of our clients' successes. But

with them. On the other hand, if we

and making sure you're weaving

wanted a "beautiful little object"

branding a package

make it to the mountaintop with

commercialization and the supply

that would intrigue first time buy-

isn't packaging design per se, and

design solutions that make

chain requirements into the

ers and evoke personal electron-

drawing pictures of a new structure

economic sense, we all succeed.

solution. You want to ensure that

ics and automotive cues.

isn't the same as delivering a

Highlights of the finished pack-

solution.

age include a solid rectilinear

Everest with a Sherpa

I think what is generally lacking

PD: What are some ways to ensure

who is an expert -

Scott Jost

a successful business model for

you are working with partners and
PD: How does Studio One Eleven

advocates who understand the

bring this to life and meet client

DNA of your brand and are looking

structure, silk screened aluminum

in most firms' processes is a focus on

needs?

out for your best interests. Studio

plate accents and a rubber gas-

commercialization. A true

SJ: From the start, we create

One Eleven is a perfect example of

ket integrated into the base for

packaging design process should be

solutions with a commercial

these premises in action. We don't

sonic solidity. Soon after launch,

founded on the premise of a product

endpoint in mind. Everyone here

charge our clients for our world-

the sleek package was placed in

going into the marketplace in

has experience from ethnographic

class design services; instead we

luxury retailers such as Neiman

a reasonable amount of time in a

research all the way through design

offer our support in exchange for

Marcus and Mr. Porter and fea-

package with structure and

engineering. The same person who

our clients sourcing packaging

tured in GQ magazine.

branding that makes economic

crawls around the back of a

business from Berlin Packaging.

sense.

minivan documenting the morning

To learn more about building a successful package design experience, visit Studio One Eleven's recently refreshed
For more information, visit www.rdleverage.com or www.hugheslink.com.
website, studio111design.com. You can also view a white paper on the topic at studio111design.com/delight-loop
26

MAY 2015


http://www.berlinpackaging.com http://www.studio111design.com http://www.studio111design.com/delight-loop

Package Design - May 2015

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

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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