Blog: Interviews
Posted May 31, 2012 by in Interviews

Seeking Bottles Of Success

BevNET focuses on companies and people who craft beverages, brand them, and bring their product to market. For almost eight years, journalist Jeff Klineman has been submerged in the landscape of refreshments as the editor-in-chief of BevNET, the leading authority on the beverage industry. He gives me the scoop on how product personality affects its success.

Some of your stories touch on the branding of start-up beverage products. Is brand strategy and positioning necessary for the marketplace survival of new beverages?

Absolutely. That’s not to say that things like taste, price and function aren’t equally important, but it’s important to think about a product’s reason for being. It’s also incredibly important that, given the competitive nature of the beverage business, a product be able to answer a consumer need that they didn’t necessarily know they had. Brand positioning can often accomplish that by stirring the consumer ego.

How can a company use package design and shelf presence to appeal to their audience?

There’s a complicated interplay between packaging conventions and breaking the rules of those conventions, but it seems like no matter how important a proprietary package might be, it can really undermine margin and slow product development. I’d focus on label first unless I had a lot of money to burn.

Red Bull’s Slim Can

The functional beverage category is quickly becoming overcrowded. In what ways have you seen manufacturers successfully develop their packaging to balance both messages of health benefits and great taste?

Some of these products have really hit the nail on the head, like the slimcan for Red Bull and the apothecary bottle for Vitaminwater, but the best example of any package reflecting function and innovation would have to be coconut water’s use of Tetra Pak boxes. All three of these have had packaging that seems to reflect back on both function and style for the product.

Thanks Jeff. You can follow Jeff Klineman on Twitter @BevNET.
 

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Posted Jan 17, 2012 by in Interviews

Whimsical Illustration Helps To Communicate Brand Personality For A Non-Profit

PACE Energy and Environmental Services

While designing the identity for the Pacific Asian Consortium for Employment, we were immediately drawn to the lyrical and playful approach of Sarah McMenemy’s illustration work. Her work has been published in picture books, food packaging, posters, galleries, environmental graphics, and more… seen both Internationally and locally around London, where she resides. Sarah’s work seemed to complement the feeling we were seeking out for the PACE Web site, and we’re very happy with the outcome.

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Posted May 19, 2011 by in Interviews

Drawing On Her Experience

We first contacted Liz Wheaton because of her classic engraving-style and nostalgic work, which was perfect for the 2008 CWS Capital Partners Annual Report. Her work includes historic portraits and landscapes done in scratchboard and pen & ink. Liz focused on illustration while growing up in Northern California, graduated with honors from Art Center College of Design in Pasadena in 1980, and then returned to the Bay Area to develop her freelance business.

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Posted Jun 13, 2008 by in Interviews

Marketing The Luxury Lifestyle

Allison Kneubuhl Allimar Hospitality Marketing

For a certain breed of traveler, the luxury hotel stay defines the lifestyle. That means for a hotel to service their clientele, every facet of a hotel property must communicate the same message, from the initial phone reservation, to the check-out process and every amenity in-between. Allison Kneubuhl and her company Allimar Marketing assists some of the most notable luxury hotel brands in the world, by repositioning, marketing and upholding the lifestyle message consistent to appeal to the consummate traveler.

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