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.
Calphalon UNISON Structural Packaging Design Featured on The Dieline
We've recently been featured on the Dieline for naming and identity and structural packaging design work we did for Calphalon UNISON! We created a name and positioning that combines culinary achievement with dual technology, as well as sleek structural packaging...
3D Printing Technology: Prototyping in the Design Process at WestPack 2013
We’re excited to head West to Anaheim, CA to the WestPack seminars today! Global Managing Design Director, Jim Warner is speaking about 3D Printing Technology and how to integrate prototyping into the design process early on. The seminar, the fourth out of six being...
A Case Against QR Codes in Package Design
If you’re not familiar with QR codes – those black and white squares you find on advertisements, business cards, and packaging - they’re two-dimensional (2D) bar-codes that when scanned, connect consumers with digital content online. When you scan a QR code using an...
The Cause and Effect of Truth in Design Agencies
What shapes your ethical work standards? To understand this, you need to look deeply inward at how your code-of-conduct was formulated at a very young age and how it was enabled or deterred as it evolved over time to form your current ethical work standards that you...
Kaleidoscope Client Work Featured in Brand Packaging 2012 Design Gallery
Brand Packaging's Design Gallery Volume 10 is more than just a study in good design. It provides leading examples of packaging that successfully demonstrates structural and graphic innovation, makes a strong impact at shelf, conveys a brands story, and meets consumer,...
Observational Thinking: Global Visual Vandalism
There is an inane, primal need for people to be seen and heard. It is amazing to see how many people seek to make a more permanent, indelible mark within their environment. Many satisfy that desire in a socio-economic fashion by striving to garner a higher social...
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...