SOQUEL

McDill redesign featured

The work of McDill Associates for client Obentec is showcased in the January/February issue of Brand Packaging.

It is posted at http://www.brandpackaging.com/articles/84395-bentoware-becomes-better-than-brown-bagging.

McDill revamped messaging and packaging for the Bento-Ware line of waste-free containers for meals and snacks created by Santa Cruz moms Amy Hemmert and Tammy Pelstring to appeal to adults as well as children. The redesign is credited with increasing sell-through rates 20 percent and has earned McDill a Hermes Award and Davey Award.

"The project is a great example of how much impact packaging can have on our clients' sales and marketing," said Melissa McDill, creative director for McDill Associates.

The revamp emphasized the Bento-Ware name, downplaying the "Laptop Lunches" brand, to address the confusion about the products.

CAPITOLA

Shoreline School names manager

Sharon Jones-Tomaro has been promoted to program manager for the Shoreline School of Cosmetology, 1550 41st Ave., a division of Goodwill Industries of Santa Cruz, Monterey and San Luis Obispo counties.

She was originally hired by Goodwill in 1998 to create and lead a new retail readiness training

program, and most recently was as lead employment services specialist. She also has been a classroom instructor with the Santa Cruz County Office of Education and worked in management at The Gap in Monterey after graduating from Cal State Chico as an economics major specializing in fashion merchandising.

Shoreline offers courses to prepare students for jobs as aestheticians, stylists, colorists, makeup artists and manicurists.