Package Design - May 2015 - (Page 58)

▶ Waxing Kara's signature honey packaging combines a sense of nostalgia with adventure. rugate edges being used as a design element. The notion of building in more ruggedness, has been seen more just in the last few months." Paper and paperboard often are used to convey the message of handcrafted and handmade. CARRYING THAT COMMITMENT THROUGH When designing for her brand, Kara Brook, creative director for Waxing Kara, first created a very rudimentary one-page business strategy document in which she wrote down her mission, who her audience would be, what she intended to accomplish by launching the brand and who her "pie in the sky" wholesale customers would be. Brook then purposely went out and found a package designer, whose focus was working with small indie American made brands because she wanted to draw on a designer up with the times to help her shape the visual brand. "I prepared for the project by creating 'Image Attributes,' a series of five words that evoke the essence of the Waxing Kara brand. This process took me several tries and I involved friends, family and former colleagues," Brook says. "Later, when reviewing designs, I revisited the document and weighed each design against the established image attributes to compare the words with the designs. This drove my final choices." She also prepared a photo essay on the East- 58 MAY 2015 ern Shore to give the designer a real feel for the region-including pictures of her with the bees and bottling, and the beautiful waterfront views. The resulting brand identity has one foot rooted in a nostalgic past and the other pointed toward an adventurous future. In its package design, the brand identity is often executed with biobased materials such as paper labels and tags. "We are committed to high quality hand craftsmanship and innovative design where form follows function," Brook says. "We believe that nature can inspire and be a healing force that allows us to grow without limits." The need for well-thought-out design and packaging and the investment in professional help is directly related to the impression Brook hoped to make on her prospective customers. "For anyone serious about selling product, if you're going to make the emotional, physical and financial investment required to produce that product, it is my belief you must be prepared to carry through that same level of commitment to marketing-a key element of which is stellar design and packaging," she says. "It just so happened that our look and feel reflects premium handcraft goods. We were not striving to follow a trend, or create one. We followed our hearts to get where we are." l For articles on similar topics, visit the Design Principles channel on PackageDesignMag.com http://www.PackageDesignMag.com

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
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Package Design - May 2015 - 73
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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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