An Organized Effort...GLS helps M.O. with Product Packaging Launch

OK, it's official. Clutter is no longer cool...especially since M.O. Inc. has come up with such stylish alternatives. Their products add a splash of sophistication to formerly ho-hum tasks like filing, presenting, writing and organizing.

“Nick is really my one source for buying print—especially for M.O. Nick knows what’s involved in getting the packaging together; he is basically our consultant ... and an important member of our team.” — Pam Tidona, –Associate Product Manager, –Smead Manufacturing

GLS has been involved in the packaging development for M.O. products from the start. Officially launched in January 2005, M.O. Inc. was formed when two Minnesota-based companies, Smead Manufacturing and russell+hazel, teamed up to provide the office supplies industry with hip, high-function tools for independent workers.

The relationship between GLS and M.O. may be new, but GLS has been partnering with Smead for many years. In the late 1990s, GLS Account Executive Nick Herschi began working with Pam Tidona, an Associate Product Manager at Smead who is also part of the M.O. marketing team. Since GLS had delivered great results on many of Smead's printing, mailing and fulfillment projects, Pam knew Nick could help build a strong packaging campaign for M.O.

"Brand building is such a hot topic," Pam says. "Involving Nick and GLS from the start has really been helpful. Nick brings efficiency; he understands how we operate. He can foresee things and prevent problems from occurring."

Based in Hastings, Minnesota, the M.O. team worked with GLS and Minneapolis agency Kilter to design a packaging brand as consistent, bold and fresh as the products themselves.

Pam recalls that there was good input coming from many different angles—Smead, russell+hazel, GLS, Kilter, and other vendors. However, it was a lot of information to juggle.

"Nick was like the common thread," she says. "He brought us all together and really streamlined that process. He covered the bases with everyone."

Along the way, Nick and GLS created different packaging solutions for each part number in the M.O. product line. They worked with Kilter to design J-card or C-card packaging components for each SKU. The GLS team also devised a way to get the silver UPC bars (normally black) to scan properly.

Color was another important aspect of this project. Several rounds of color-matching were required to achieve M.O.'s trademark orange. GLS recommended a special aqueous coating to enhance the color even further, and to give each piece a more finished sheen.

Even the clear cellophane wrapping is notable—crisp and sturdy, yet easy to open. All together, the packaging makes a smart impression.

Nick says, "We want to make sure that when customers unpack their new box of M.O. merchandise, the presentation is as great as the products themselves."

Pam summarizes, "Nick is really my one source for buying print—especially for M.O." She adds, "Nick knows what's involved in getting the packaging together; he is basically our consultant—and an important member of our team."

From Nick's perspective, the process of packaging a new brand is all about teamwork. "There are a lot of details to coordinate," he says, "but the end result is very exciting."

M.O. may be young, but it's growing fast. Just a month after its launch, M.O. product designers were interviewed in Twin Cities Business Monthly magazine. In March, the company landed national press coverage with a feature in Real Simple magazine. Even as online sales increase, M.O. products are popping up at select Twin Cities retailers such as Bibelot and the University of Minnesota Bookstore. M.O. is also available in several retail locations on the East Coast, and has the interest of stationery retailers throughout the country.

So what's next for M.O. and GLS? Whatever comes, it's sure to be well-organized ... and fabulous.