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.
Protected: A Fresh Perspective
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The Medium Is The Message
We process information differently based on the medium through which we consume content. The exact same information seen on a screen is interpreted differently than on the pages of a paper-bound book. The same can be said about your product. By putting your product in the hands of consumers, you are offering a more real and vivid product experience. This is a vital tool when trying to produce sales.
When Attendees Become Believers
Outdoor Retailer is organized and managed by the Outdoor Industry Association (OIA), which hosted the same show I attended this past November. However, this show was different. The atmosphere was high energy. Loud music played through-out the convention center and beer was handed out at the end of the day. I could tell everyone was happy to be there. Rewind two years ago and this was not the case.
Lost In Translation
People in the trade community often joke that customs compliance wonks speak a different language than everyone else. But in a world where online sales are skyrocketing, and two-day shipping is an expectation instead of a luxury, the language barrier is no longer just an inconsequential jest.
The Future of Trade
With 40 new Democrats joining the House of Representatives, all eyes are on how the new majority will challenge President Trump’s ability to work across the politically divided government. Trade policy will be at center stage.
Are Top Leaders Hurting Their Bottom Line?
Leaders are assumed to be the ones that guide themselves and others to do the right thing. They inspire others while most importantly building trust. However, while mapping out the direction in which the brand needs to go, they can sometimes take the wrong path. Design Director, Bart Laube, explores seven ways leaders can ultimately end up hurting their brand more than helping it.
The Power of First Impressions
Package design is all about visual, on-shelf impact. Whether that impact stems from product recognition, appealing aesthetics, or eye-catching design, it should come as no surprise that imagery plays a huge role in creating these visual influences. Imagery can also help explain what the package contains, convey a level of value or quality, and even evoke a subconscious emotional response or connection to a product.
Kaleidoscope Promotes Fred Richards to Chief Marketing Officer & Partner
Kaleidoscope is thrilled to announce Fred Richard’s promotion to Chief Marketing Officer & Partner alongside CEO, Gary Chiappetta and COO, Bert Hodapp.
Hairy Who?
The Art Institute of Chicago has organized the first-ever major survey exhibition dedicated solely to the Hairy Who artist group on display through Jan 6, 2019.
Driving The Change
Kaleidoscope is proud to announce its most recent office opening in the Over The Rhine neighborhood of Cincinnati. Much like the neighborhood itself, Kaleidoscope celebrates a uniqueness that has driven its rise and success in the branding and design industry over the past several decades, and is excited to have a long-lasting impact on the area’s vibrant arts community.
Top 4 Sustainability Trends to Watch for in 2018
This year, SustPack continued its role as the leading sustainable packaging event in the industry as individuals, companies, and brands gathered to discuss their passions for making a difference. Coming out of the conference, here are our top 4 trends to watch for in 2018.
Top 4 Houseware Trends to Watch in 2018
The Home and Housewares Show provides a unique opportunity to highlight up and coming trends in home, environmental design, and lifestyle technology. We captured four of our favorite trends from this year’s show.
