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
June 11, 2026
We’ve spent the summer watching how brands would handle America 250. Here’s who brought the fireworks and what it says about seasonal packaging strategy.
BELL’S BREWERY REFRESH: SNEAK PEEK
News Release BELL'S BREWERY REFRESH: SNEAK PEEK Kaleidoscope March 31, 2016 We are very excited to share a sneak peek into our Bell’s brand and packaging refresh, to be launched officially later this year! Working closely with Bell’s, our team strived to preserve the...
THE 2016 PACKAGING CONFERENCE: 6 KEY TAKEAWAYS
Henderson Nevada was the site for the recent Packaging Conference. Global economics, sustainable packaging, “Back To The Future,” health and wellness; these trends and more offered a thought-provoking line-up that will help us better serve our clients. Here are our...
GETTING THE CULTURE RIGHT
If there is one topic everyone can agree on, it’s that no one can agree on the subject of organizational culture. Sure, we know it’s important; great culture not only attracts talent, it keeps your employees motivated, engaged and loyal to the company. However, there...
PACKAGE DESIGN MATTERS CONFERENCE: 6 KEY TAKEAWAYS
The Package Designer Matters Conference has left my mind spinning. In the days since, I’ve reflected on a number of the topics. They’ve forced me to challenge my own thinking and look at our clients’ challenges from a different perspective. Gerry O’Brion’s Grand...
ALDI EARTHLY GRAINS WINS PAC AWARD
Exciting news for ALDI and Kaleidoscope! The winners of the PAC Global Leadership Awards were announced over the weekend, and ALDI Earthly Grains received a Silver Medal in the category "Brand Marketing New Brand, Food &...
BREAKFAST REVOLUTION
Several years ago, I made some predictions about the breakfast revolution. I looked at trends in cold cereals and RTE innovations with an eye on on how breakfast, as an all-day consumable, would impact the marketplace. Before seeing how these predictions held up,...
What Leading Brands Can Teach About Marketing to Millennials
Whether we call them GenY or Millennials, people born between 1980 and 2000 are about 92 million strong in the U.S. alone. By 2017, their spending power will be greater than $200 billion annually. This translates to roughly $10 trillion throughout the lifetime of...
Sustainable Packaging: A Holistic, Collaborative Design Challenge
There are many opportunities for the design industry to play a bigger part in product sustainability. Case in point: Many of the technological advancements in sustainable packaging suffer from issues that could be tackled through partnership with strong design...
Validation Research: Why Courage is Your Best Bet
As a design consultant and inventor, I have always struggled with the mandatory of validation research as part of the stage-gate process. Many large manufacturers, particularly in the CPG industry, require validation research prior to new product launches to assess...
2015 Sweets and Snacks Expo: The 6 things you need to know.
By: Alexandra Goff and Bridget Litzinger From seaweed snacks to beer-flavored jellybeans, the 2015 Sweets and Snacks Expo was a Willy Wonka display of confections and savories; four acres of on-trend delights from the farthest corners of the globe. What were the key...
Sustainable Packaging Design: 3 Things You Need to Know
Our CapabilitiesPrototypingWith some of the most comprehensive capabilities in the country, our prototyping team leads the industry in brand packaging support services. From proof of concept through execution at shelf, we work collaboratively with our clients and each...
Hot Trends and a Celebration at the 2015 Housewares Show
By: Audra Bielskus and Jennifer Bae Grab Your Oven Mitt – Here are the Hot Trends Colors were dazzling and products ran the gamut from fun new twists on traditional kitchenware to DIY kits for wine and beer drinkers. The array was beyond big, but here are some of the...