Our Thinking
The World Through our Lens
Kaleidoscope is a CPG packaging design and prototyping agency headquartered in Chicago. We’re makers, thinkers, and opinionated observers of everything packaging. Here’s what’s on our minds — from design trends and sustainability to the forces reshaping consumer goods. For a deeper look at our capabilities, visit: strategy, packaging design, and prototyping.
Latest Perspectives
August 25, 2026
Packaging redesigns are one of the most debated topics in CPG. But the argument most people are having misses the more important question: what does it actually take to do it well?
2018 BXP Live: Key Takeaways
This past week, the Kaleidoscope team attended the Brand Experience Live conference in Bonita Springs, Florida. A healthy dose of Vitamin D wasn’t the only takeaway. Delivering consistent brand experiences for consumers, “the attention economy,” and purpose driven innovation; these trends and more offered a thought-provoking line-up that will help us better serve our clients. Here are our key takeaways.
WHY NEW TECHNOLOGY AND BRAND DESIGN MUST BE A PACKAGE DEAL
It’s no secret that ecommerce, smart devices and digital wallets are rapidly reshaping the focus that retailers and brands must maintain. As consumer expectations change, the strategies with which we meet them can’t stay stagnant.
THE MAGIC OF MOVIES: HOW GREAT FILMS INSPIRE GREAT DESIGN
The magic of great storytelling is a first-hand experience. And for anyone in the creative and design business, experiencing different types of storytelling isn’t just a good idea, it’s imperative.
NUTRITION FACTS UPDATE: WHY UPDATING IS A GREAT STRATEGY
Though 2021 could now be the new nutrition label deadline, there are advantages to updating sooner than later to reformulate ingredients & update brand design.
SIX EXCITING TRENDS IN CONFECTIONERY AND SNACK PACKAGING FOR 2018
There’s no guarantee for what the future holds, here are our top six trends in confectionery and snack packaging to keep an eye out for in the near future.
CAN YOU DESIGN FOR RETAIL WITHOUT COMPROMISING YOUR BRAND?
How do you address the problem, when the ask pushes you out of your brand’s comfort zone? What is the risk of not meeting the retail requirements?
WHY THE MAKER MOVEMENT IS IMPORTANT TO THE FUTURE OF BRANDING
The Maker Movement has gotten its hands on the wheels of innovation, and brand owners and their design partners are seeing a new paradigm emerge.
THE LOST ART OF THE OPENING CEREMONY
Our CCO, Fred Richards explores this lost art of the opening ceremony and how it can enhance a consumer’s experience with a brand.
The Ins and Outs of Shopping in China: An Expat Experience
Shopping in China offers a unique consumer experience — here’s what CPG packaging designers can learn from Beijing’s retail landscape.
HOW THE RISE OF PRIVATE LABEL IS AFFECTING BRANDS IN A BIG WAY
As private label brands continue to gain a larger presence on shelf, we explore how the shift is affecting CPGs in a big way.
THE MILKMAN IS BACK: THE NEW FACE OF HOME DELIVERY
A few years ago, in a piece I wrote about home delivery, I mentioned my childhood in North Wales where I made a bit of money delivering newspapers door to door. In fact, pre-Millennial U.S. children shared a similar rite of passage. Although we said good-bye to milk...
EMPLOYEE SPOTLIGHT: KELLY LIN & MISS POSSIBLE
In the spring of 2016, IDSA quarterly "Women in Industrial Design" featured Professor Joyce Thomas, an influential industrial design professor at University of Illinois at Urbana-Champaign. A couple standout senior projects from her tenure were also featured, and...