This product was designed to show how terroir (climate, geography, vine location) and the art of winemaking can influence what is perhaps the best Pinots in the world. We used actual earth samples, hand packed to reflect soil and rock content found in four distinct vineyards, housed in plexi holders. These were inserted into a wooden base that housed an iPad. Illustrated vineyard banners added additional branding and reflected the vineyard setting. The result … we delivered a true sense of place and resounding success for our client.
If you were to compare a typical day at the office to a movie, TV show or song, what would it be and why?
We love this question and the answers can live in a few places; the creativity and details found in Mad Men would be obvious, but without the drinking, sex and drama—but it is amusing to watch. Probably the answer is U2’s It’s a Beautiful Day. The great energy and passion of this song touches the pulse and rhythm found at our office. This song’s lyrics speak to challenges, new beginnings and a new perspective to look at everyday things. That is what we deliver every day. It is the idea that every day is a new day—a new sunrise, first day of baseball season—and with this comes
the promise of something great. The difference in the YouTube video and us … we don’t kiss at the end of every project.
When it comes to generating great ideas, what fuels the creative process? What or who do you and your team draw inspiration from?
Inspiration comes from everyday life: individual experiences, each other, social trends, the media and the market place. Looking outside of the box (and category) to define solutions. It really starts with the brand and project, to listen, synthesize and understand the problem before addressing the idea. Our goal is to define and apply innovation and new thinking in our quest for powerful creativity and solutions. We are often fueled by what is going on in the marketplace today and looking at tomorrow. Economics, competitive environment and the consumer experience play a role in every idea. We are asked to listen carefully and provide recommendations that provide differentiation and a unique selling proposition. “Me Too” solutions are sometimes asked for but that is not good enough in today’s changing marketplace … we strive to deliver more. Good ideas can truly change the world.
What most recent technological advancement has drastically changed the way you do business? What do you still do old school?
Social Media and the ubiquitous smart phone in general is a great example of a technological advancement that has dramatically changed the landscape of the consumer/ brand relationship and how our work must be integrated to the mobile experience. The stores are still filled with packaged goods as firms like ours continue to help define the brand and voice and there remains plenty of creativity in the world of retail. In the era of social media, the store is as much a relationship as it is a destination. The store (for whatever product) remains the playground for packaging and promotion. Many consumers are not predisposed to purchasing a product within a category. Using wine as an example, just look at the new and emerging brands that feed this competitive category and perhaps the winner lies in the power of creative, innovation in design and brand strategy that connects with the consumer to drive consumers to trial. Often, our ideas are communicated and begin with sketches, which may be considered old school but we find that method effective for delivering concepts. In contrast to precise renderings, sketches are understood to be ideas and create collaborative discussion rather being mistaken for finished works. The result is narrowing the focus on a concept, examining the design and strengths, and then delivering a final design that strikes the right note with our client and their customer. Contact: PACKAGINGARTS packagingarts.com + info@packagingarts.com
processnorcal.com
process
fall 2012
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