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
April 17, 2026
Packaging that looks stunning on screen can fall completely flat at shelf. Explore why high-fidelity prototypes are the difference between packaging that earns placement and packaging that loses it.
Stay Ahead of the “Pack” In 2013: How To Plan For The Top Retail Packaging Trends
Working with retail and national brand clients every day at Kaleidoscope, it’s our job to think strategically and stay ahead of the latest trends in packaging and branding, so that we can best position our clients for success. The Private Label Manufacturers...
Observational Thinking Part 1 – Auburn is the New Black
It is amazing how many people seek to alter their physical traits surgically or cosmetically for reasons of perceived beauty, emulation, trends, fads, religion, rebelling, and/or a combination of psychological and cultural influences. When you really think about it,...
You Can’t Force Love: Why Developing a Great Brand Eludes Process
A great brand design agency understands that creating an identity is a bit like being a love-sick romantic. The emotional rollercoaster can feel like a tear-jerking chick flick. There’s a discovery phase, where you come to a new realization or understanding and life...
Deliver on Delight
**This is the first post in Kaleidoscope's Guest Post series. Occasionally, we partner with contributors who offer a unique point of view that is of value to our readers. Browse our Guest Post section for the full list of Guest Posts. ** Wants and needs. The nice to...
The Most Important Trends In Private Label Branding
We recently participated in #pckgchat, a monthly Twitter chat that discusses important issues in the packaging industry. The topic was private label package design and branding. At Kaleidoscope, we have a special interest in this area since some of our clients are in...
Is Packaging Part of the Product?
We’ve seen this question posed a lot lately. Great packaging can be the front door to a great product. Sometimes the packaging is the product – think travel cargo pants that zip out of one of the pockets. Other times, the packaging is integral to the product...
Naming a Brand: Top 5 Research and Selection Considerations
Brand Strategy TOP 5 RESEARCH AND SELECTION CONSIDERATIONS Kaleidoscope September 18, 2012 Naming research is tricky. It’s not quite the same as traditional advertising or even packaging design research. If you’re looking for a winner, then you will undoubtedly be...
Why Process is Threatening Creativity: Using Co-Creation & Iterative Design Thinking to Build Tomorrow’s Successful Brands
On Tuesday, October 2nd, 2012 our own CEO Gary Chiappetta, with Steve Jones, CEO of Fair Oaks Farms Brands, Inc. will be speaking at this year's Brand Packaging: Packaging That Sells Conference in Chicago, IL. Brand Packaging follows a mission to elevate the...
4 Ways To Land A Design Job From Your Summer Internship
Having real-world experience in your chosen field can be infinitely helpful when it comes to landing a job in the future. Not only does it inform your perspective employer that you have valuable work experience, but it also helps you grow as a designer. There is...
Welcoming Kaleidoscope's New Industrial Design Team!
Kaleidoscope welcomes Aldis Rauda as Director of Industrial Design and Product Development, Jihoon Kim as Industrial Designer, and Jennifer Bae as Junior Industrial Designer! Now let's get to know our new industrial design team a little better... Aldis’ educational...
From Grass to Glass
Shake It Up How do you create a stand-out brand in a sleepy category? How do you get consumers to notice something new in a category they’ve dismissed as a commodity or one that lacks innovation? How do you harness a multi-dimensional brand character in a single...
Inspired by FUSE: Design Thinking = Thinking Differently
Transcend the norm. Step out of your comfort zone. Change the conversation. Stop concentrating on how things are supposed to be. Discipline. Grit. This year’s FUSE conference invited us to open the door to new inspiration, new points of view and new ways of...
