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
November 3, 2026
Five days, five buildings, and thousands of exhibitors made one thing clear at Pack Expo: every step in packaging connects, from EPR to innovation to the consumer.
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...
Brand Trends: How To Set Strategic Growth Targets
Part One: Setting strategic growth targets Delivering consistent quality that consumers can trust. The mission of private brands is no longer centered on finding ways to make a few extra cents by giving consumers less expensive, look-alike alternatives to national...
Moving Downstream Intelligence Upstream
Article Published in Packaging Digest MagazineSeptember 2011 Issue Designing with the end-in-mind reduces production bottlenecks, speeds time-to-shelf and disrupts the market in the process. In today’s crowded markets, differentiation is increasingly important to...
Dyson's new all season fan. We think it is cool, but some think it is HOT.
The makers of the bag-less vacuum cleaner are at it again with their blade-less fan. Not only is the new Dyson Hot unique in its form and function, but the innovative design resembles that of a portal in which could be used for transport to another world. The design...
This is heavy! Nike Unveil's Marty McFly's Shoe from Back to the Future II
If you are a fan of the Back to the Future series, you will recall the space age and futuristic kicks adorned by Marty McFly in part II of the trilogy. Sometimes fiction doesn't always stay fiction. Nike has just stepped back in time, or is it forward in time? The...
Budweiser’s New Bowtie: Will the brand still be the Clydesdale or become the goat?
Thoughts by Guy Gangi, Director of Brand Strategy, Planning and Design Budweiser this week unveiled a new can design, which has only been modified 12 times since it first hit the market in 1936. The new face of the brand is causing shockwaves through the design...
Iterative Design and Prototyping Illustrated Through Paper Air Plane
Kaleidoscope welcomes two new hires!
Kaleidoscope welcomes Matt Clemens as Design Director to the design department and Adara Ralston as Account Strategy and Planning to the account team! Full name: Matt Clemens Job title and department: Design Director, Design Where were you born? Rockford, IL....
All together now: Iterative design thinking and client co-creation
The scenario is all-too familiar among marketers. After all the planning, competitive intelligence gathering, revenue projections, pricing, channel requirements, inventory management and consumer research are completed a Request for Proposal is issued. A packaging...
Kaleidoscope at The Dieline Conference
Kaleidoscope at The Dieline Conference Kaleidoscope will be learning, teaching, exploring, exhibiting and recruiting at The Dieline Conference in Chicago today through Friday, June 24th! We are looking forward to a great conference with our fellow creatives in the...