In February 2006, leading beverage companies collaborated to develop the next-generation plastic closure only (PCO) 1881 finish. The idea was that a single global standard finish for the beverage industry would deliver significant financial benefits, simplify package designs and improve efficiency. Cross-industry collaboration was crucial to the success of the project.

In the grocery aisle, the competition can be fiercer than a finale of “Project Runway,” the fashion design reality TV competition. Products are lined up next to their competitors with little to no opportunity to express why they should be the consumer’s choice. In food, drug, convenience and mass merchandise channels, one of the best ways to grab the consumer’s attention is with packaging design.

When co-founders Martin Chalk and Peter Maher started developing their vision for New York-based Balance, their goal wasn’t to create a beverage company — it was simply to bring the homeopathic benefits of Australian flower essences to consumers, Chalk says.