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FORUM 2023 Session Spotlight

Sunday, April 16, 2023
2:00 p.m. – 3:30 p.m.
Off the Shelf and into Your Cart

Session Chairs: Kristen Olberding, Olberding Brand Family and Jennye Scott, Berry Global

The Slate of Presenters:

FORUM 2023 headshot Kristen Olberding
Olberding
FORUM 2023 headshot Jennye Scott
Scott

Listening to consumers and understanding their needs is the most important aspect of everyone’s jobs—Yet it is often overlooked.

Imagine spending two years researching consumer buying habits and behaviors to create a product that fills a whitespace—a product that no CPG had explored yet! Kao Brands did just that as it prepared to expand its market at a large merchandise retailer.

With years of research and consumer trials, Kao Brands’ creative and marketing team was excited to kick off production for the exclusive launch. Necessary partnerships were established with Olberding Brand Family and Berry Global to link every element in the packaging development chain.

Once the initial design concept was set, comps were generated to hone-in on design direction. The exploratory resulted in a final comp, ultimately set as the visual target for production. As the teams united, it was quickly uncovered that a print trial was necessary to better understand how it would perform in a flexographic print environment, due to the complexity of the design.

Print trial one occurred… followed by print trial two… followed by production. Spoiler! The first production run did not go as smoothly as the team had hoped:

This set the stage for all three teams to collaborate on creative solutions to satisfy design intent, all while considering print limitations and deadlines. At the end of the day, open discussion, collaboration and teamwork resulted in a beautiful, printed piece that satisfied all elements of the design intent.

FORUM 2023 preview Jennye Scott
Jennye Scott chairs FORUM 2023’s “Off the Shelf and into Your Cart” with Kristen Olberding

Tune into FORUM 2023’s “Off the Shelf and into Your Cart
” where a panel will discuss how to:

Learn more about all FORUM 2023’s sessions and register to attend the conference at forum.flexography.org.