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NG DISSENY JUNY 2023

AMERICAN PACKAGE
DESIGN AWARDS
www.lagaspar.com

SPONSORED BY
NEENAH

NESQUIK REBRANDS
FOR DIGITAL FUTURE

U.S. ARMY PIVOTS TO

POSSIBILITIES

60TH ANNIVERSARY
TOP DESIGN SCHOOLS
LETTER FROM THE EDITORS
THE
ASCENT OF
PACKAGING
Welcome to GDUSA’s 60th anniver-
sary
American Package Design AwardsTM
edition.
It features more than 300 winning pieces that
exemplify and celebrate the importance of
packaging to advance the brand, tell the story,
amplify the experience, and create an emotio-
nal connection with consumers at the moment
of truth. Effective package design has always
added value, but it is now vital as an antidote
to the fragmented, cluttered and ephemeral
media world in which we live.
Packaging is a growth industry and its future
is being driven and shaped by myriad factors
— demographic and lifestyle trends, sus-
tainability concerns, the rise of online and
direct-to-consumer purchasing, the integration
of smart technologies. Each deserves attention.
But, in the end, the ascent of packaging is first
and foremost a graphic design story: talented
creators and producers developing smart and
aesthetic visual communi- cation in the service
of human connection. GK
YOU KNOW IT DON’T COME EASY
Many of the news stories we cover these
days involve companies, organizations and
brands seeking to reposition themselves as we
emerge from the pandemic, and it’s legacy of
short-term disruption and long term cultural
transformation. The individual challenges pre-
sented by each project or campaign are case
specific but there is one unifying truth: the suc-
cessful rebrandings, reimaginings and refreshes
dig deep to fundamentally understand what
has shifted, to address and communicate its
meaning in relevant ways, and to capture the
sensitivities of the audience and the zeitgeist of
the era. This is hard work and, frankly, some
are better at it than others.
For example, the U.S. Army rebranding
reported in this print edition is, in my view, a
success because the client and creative team
clearly confronted uncomfortable questions
about the Army’s role in today’s society, and
forged a promising, hopeful
and nuanced verbal
and visual mes-
sage that can
resonate
with
po-
4
tential recruits. Similarly, the Ford Foundation,
in a story you can find on our website, felt the
need to redefine its mission going forward,
and responded with a visual identity that
strips away institutional pretensions and cedes
the spotlight the grantees on the front lines
of social change. It is modest, moving and
meaningful.
In contrast, beleaguered New Yorkers were
recently presented with a hackneyed revision
of the iconic “I Love (Heart) New York” —
morphed into a clunky “We Love (Heart)
NYC” sequel — that, we are told, will “bring
us all together” to revive a struggling city. In
his New York Magazine review of the new
“Milton Glaser: Pop” anthology, Adam Gop-
nik reminds us that the original symbol “is the
closest thing there has ever been to a logo that
changed social history.” This shabby update
reminds us that clients and creators sometimes
take the easy way out. Again, you can read
more about it on our website. GK
HIGHEST HONORS
As part of GDUSA’s 60th anniversary, we’ve
compiled a list of our favorite schools and pro-
grams that prepare students to work as creative
professionals. The mix is unique: it includes,
of course, the traditional prestige institutions
dedicated to art and design; a number notable
university communications and design majors
throughout the country; and several innovative
and flexible online or hybrid programs for
graduate, undergrad or continuing education.
The selection is based on both objective and
subjective factors, and is admittedly influenced
by our own decades long relationships with
designers, educators, hiring managers and
recruiters. The list is alphabetical. The reach is
national. The theme is that education is critical
and worth special attention in 2023 — as
the lines blur between the classroom and the
studio, the academy and the office, the campus
and society. SKW
GORDON KAYE AND SASHA KAYE-WALSH ARE
EDITORS AT GDUSA
Comments, suggestions and letters can be sent to
editorial@lagaspar.com
CONTENTS
10 FRESH
The U.S. Army repositions in response to
challenges and change in the culture, not to
mention recruiting shortfalls; Nesquik reimagi-
nes Quicky (it’s longtime mascot) for a digital
future and the next generation; Design Army
builds a distinctly non-traditional real estate
campaign featuring Warhol and Magritte;
SMAKK tackles a taboo to promote women’s
sexual health; a monumental wordmark decla-
res that socks matter; dramatic placemaking
puts New York’s new Grand Central sta-
tion-within-a-station on track; Walmart finds
joy in new intimates and sleepwear private
label brand; and much more.
24 HIGHEST HONORS
Last edition, we featured our annual Students-
to-Watch selections. This time around we offer
GDUSA’s favorite graphic design schools and
programs that excel in teaching the hard and
soft skills necessary for success, in nurturing
talent and expanding minds, and in preparing
the next generation of creative professionals
to build a dream career in the real world.
Included in the list are traditional centers of
excellence dedicated to art and design, as well
as a carefully curated selection of wonderful
public and private university departments,
6
136 AD INDEX
and several select online-first programs that
serve undergrad, graduate and continuing To learn more about the meaningful messages
education students. You can also access the list, and offers in this edition, please view the ad-
as thousands already have, on our website at vertisements and connect with these important
lagaspar.com suppliers and services.
38 PACKAGE DESIGN AWARDS
The 60th anniversary package design showcase
is among our largest ever. More than 300
winning projects and campaigns from talented
design firms, agencies, inhouse departments
and institutions, scaled more than ten times
the entries. Why is package design so vital and
vibrant? Makers, marketers and sellers are cha-
llenged as never before to convey the message,
tell the story, advance the brand, provide the
experience, make the sale — and packaging
done right is suited to provide all of the above.
Our competition celebrates beauty and style,
of course, but most importantly, the power of
design to forge an emotional link with the bu-
yer at the moment of truth. And this is taking GDUSA - Graphic Design USA Volume 001 / No. 9
place against the backdrop of a packaging May/June 2023
Kaye Publishing Corporation (ISSN0274-7499/USPS227020).
industry expected to see record growth and Published 6 times a year with combined issues in January/
innovation in the coming decade despite, or February, March/April, May/June, July/August, September/Oc-
tober, November/December. Executive, editorial and advertising
perhaps because of, the tension between insto- offices at 89 Fifth Avenue, Suite 901, New York NY 10003.
Phone: 212.696.4380, Fax: 212.696.4564,www.lagaspar.com.
re and direct to consumer channels. SUBSCRIPTION: Domestic, $72 one year. International, $140
one year. Periodicals postage paid at New York NY and additional
mailing office. POSTMASTER: Send address changes to GDUSA
- Graphic Design USA, PO Box 3072, Langhorne PA 19047.
Permit #224.
 8

THANKS CREDITS Jay Lewis

Jeffrey Rosenberg
PHOTOGRAPHY

TO
Gordon Kaye
Ron Andriani
PUBLISHER
Ilana Greenberg ADVERTISING SALES +
CREATIVE DIRECTOR INTEGRATED MARKE-
Sasha Kaye-Walsh TING +
EDITOR | WEBSITE + BUSINESS DEVELOP-

NEENAH
SOCIAL MEDIA MENT
Gordon Kaye 201.669.9884
EDITOR | PRINT 212.696.4380
Althea Edwards randriani@gdusa.com
Milton L. Kaye
READER SERVICES
1921– 2016
Angelo Abbondante
FOUNDER COPYRIGHT
ACCOUNTS MANAGER 2023 BY KAYE
A special thanks to Neenah for sponsoring GDUSA’s package design Jennifer Hoff PUBLISHING
awards program for nearly two decades now. It is especially appropriate Scott Sczcypiorski CORPORATION
because . . . INTERNET SERVICES
Maliya Malik
For more than 100 years, Neenah has been a partner in the creative DESIGN + SOCIAL
process providing paper- based solutions that transform ideas into MEDIA INTERN
results. The Neenah signature portfolio includes market-leading brands
such as CLASSIC®, ENVIRONMENT®, NEENAH® Folding Board,
ESTATE® Label, NEENAH IMAGEMAX® Paper Card, and the new
NEENAH ENVIRONMENT® Mailer. With multiple manufacturing

ABOUT
facilities, Neenah is proud to devote significant efforts to increasing sus-
tainable premium paper production by implementing responsible fiber
sourcing standards, conservation efforts, and focusing on our products’
recyclability.

New this year: the Neenah Gold Award for the best use of paper in a

THE
packaging project. Selected by Neenah’s in-house creative team, the
winner will be announced on our website in the coming days. And will
be prominently featured on Idea Shop, Neenah’s one-stop destination to
find inspiration for your next project by seeing the endless possibilities of
paper-based materials. For ideas, information or to order samples . . .

COVER
Visit neenahpaper.com and theideashop.com

NG DISSENY JUNY 2023

This Barbie bee from Mattel reigns as queen of her enchanted garden
AMERICAN PACKAGE and a winner in our 60th anniversary package design awards. She arrives
DESIGN AWARDS
www.lagaspar.com
in premium packaging designed with artwork by Mark Ryden, dubbed
“the god-father of pop surrealism” by Interview magazine. The2023
package design showcase starts at PAGE 38.
SPONSORED BY
NEENAH “COVER PAPER CREDIT: The cover of this special
NESQUIK REBRANDS edition of GDUSA is printed on FSC-certified Kallima
FOR DIGITAL FUTURE Coated Cover C2S, part of the Kallima Paper family
U.S. ARMY PIVOTS TO of FSC-certified coated cover paperboard, manufac-
POSSIBILITIES
tured by the Tembec Paper Group. A leading advoca-
60TH ANNIVERSARY
TOP DESIGN SCHOOLS
te of sustainability, Kallima has a distinct low-den-
sity high-bulk construction resulting in less trees
used and signficant costsavings to the customer.”

Contact: kallimapaper.com and 1.800.411.7011

FRESH 10 11

AN ARTFUL ESPECIFICACIONS
REAL ESTATE TÈCNICAS
CAMPAIGN
Tipografia Justificat a l’esquerra
Baskerville Bold Baskerville Bold
55/70 pt 47/45 pt
Justificat a l’esquerra Justificat central

Baskerville Bold Baskerville Semibold

9/10,8 pt 17/20,4 pt
Justificat a l’esquerra Justificat a l’esquerra
Justificat Central
Baskerville Regular
8,5/10,2 PT Baskerville Bold
Justificat a l’esquerra 20/24 pt
Pàgina Mestra C
Espaiat posterior 3 mm Justificat a l’esquerra Marges 15 mm
Espaiat posterior de 8 mm 3 mm de sangs
Times New Roman Bold Baskerville Bold Italic
7/8,4 pt 10/12 pt
Justificat a l’esquerra Justificat central
Espaiat posterior de 1 mm
Times New Roman Regular
6/7,2 pt
Justificat a l’esquerra Composició
Baskerville Bold Marges 15 mm
55/65 pt 6 Columnas con medianil de 5 mm
Justificat a l’esquerra Baskerville Bold
Baskerville Regular Pàgina Mestra D
Baskerville Bold Times New Roman Bold Marges 15 mm
10/12 pt Times New Roman Regular 6 columnas con 5 mm de medianil
Espaiat de 2 mm Baskerville SemiBold 8 filas con 5 mm de medianil
Justificat a l’esquerra Justificació a l’esquerra
Justificació central
Baskerville Regular Color: C=0 M=100 Y=0 K=0
9/10,8 pt
Justificat a l’esquerra Pàgina Mestre A
Marges 15 mm
Baskerville Semibold 6 columnas con 5 mm de medianil
8,5/10,2 pt 7 filas con 5 mm de medianil
Justificat a l’esquerra 3 mm de sangs

WASHINGTON DC
While most real estate campaigns
focus on price, location, and number
of bedrooms, Design Army decided to
focus on artistic appeal for a new DC
apartment building called Gallery 64.
The building shares a courtyard with
the Rubell Museum of Contemporary
Art, known for its avant-garde exhi-
bitions and contemporary collection.
Says Pum Lefebure, Design Army’s
chief creative officer and co-founder:
“The property is also surrounded by
15 other brand-new developments
with similar amenities, features and
fees – all targeting the same demo-
graphics. Design Army was tapped to
bring their wild creativity to help Ga-
llery 64 stand out in DC’s hyper-boo-
ming real estate market.” Lefebure
says that the building’s branding is
intended to be expressive, artful, and
Baskerville Bold
20/24 pt Pàgina Mestra E
Justificació central Marges 15 mm
6 columnas con 5 mm de medianil
diverse. Many variations of the nume- to Magritte’s surreal paintings and Baskerville Bold 10 filas con 5 mm de medianil
ral 64 are used to represent all aspects Alex Katz’s color-blocked portraits. 39/47 pt
of art from textile design to break-dan- Even Andy Warhol’s slightly skewed Justificat a l’esquerra
cing, while curated photography color palette becomes the basis of the
visuals were concepted as modern campaign. “This feels anything but Baskerville Bold
“pop-art.” The colors are primary yet traditional,” Pum concludes. “The vi- 8/9,6 pt
polished, and the patterns are said to suals are over-the-top weird, artful and Espaiat a 1mm Pàgina Mestra B
allow for a controlled graphic volume pique your curiosity, yet totally makes Justificat a l’esquerra Marges 15 mm
based on application. Whimsical ad- sense with the progressive museums 3 mm de sangs
vertising plays on familiar iconography proximity.” Baskerville Regular
from the art world with knowing wink designarmy.com 7,5/9 pt