Changing the Game

#IDSADetroit16 Speaker Featured in Plastics News

“This is really about changing the game. About delivering an iconic brand. Ultimately a health and wellness promise that is really changing the category," says Bryan Shova, IDSA, Kaleidoscope's industrial design director and 2016 IDSA International Conference speaker, about new packaging developed for a brand of milk that has 100 days of shelf life. “We wanted to form a structure that honors milk, knows what it is, but begins to dig deeper and answer why is it different? Why is it better?” he adds in the interview with Plastics News.

Shova has impacted brands across multiple categories—partnering with companies such as Coca-Cola, Procter & Gamble, World Kitchen, Chiquita, Bosch and Motorola. In Detroit this summer, he will discuss how A Model is Worth a Thousand Pictures. "Our virtual tools allow us to move faster and more cost effectively than ever, but are we sacrificing the necessity of user insights and problem solving through physically making models as the core to the industrial design methodology?" Shova ponders.

He will focus on making models early and often with the intent to break things while learning, and share how to get hands dirty with low-tech ways to test and prove ideas. Register now for #IDSADetroit16.