Issue link: http://digital.copcomm.com/i/376390
64 / the tasting panel / september 2014 PACKAGING A n unfortunate side effect of advanc- ing technology is that focused concentration is becoming a lost art. As consumers' attention spans con- tinually dwindle, we are left to wonder whether they will wind up in a museum, like so many other extinct artifacts. In a sector with such intense competition as spirits, the odds quickly stack up against individual brands when it comes to on-shelf recognition—especially for new brands looking to make it big. The ability to cut through the clutter strongly predicts which expressions will win and which will die on the shelf—or simply put: "If a consumer doesn't pick up your bottle, it doesn't matter how good your spirit is," notes David Lyon, VP Branding and Design at Big Sky Global Packaging Resources. Big Sky Global Packaging specializes in capturing these eyeballs, ensuring that spirit brands get noticed by retailers, shoppers and bartenders alike—as well as working with the fragrance, beauty and home/hotel amenity markets. But in our industry, accomplishing this task requires finding that delicate balance between a stunning bottle and one that allows mixologists to easily store, pick up and pour. Face Value WHAT "JUDGING A BOOK BY ITS COVER" MEANS TO BIG SKY GLOBAL PACKAGING RESOURCES by Emily Coleman ILLUSTRATION COURTESY OF BIG SKY GLOBAL PACKAGING RESOURCES ILLUSTRATION COURTESY OF BIG SKY GLOBAL PACKAGING RESOURCES The final product: a beautiful package that will have customers doing a double take. Once Big Sky approves sketches with their clients, they create a rendering to develop a better understanding of how the bottle will function and look.