Bill McCool
Other · Editor In Chief
Studios:DIELINE
In their own words
We spoke with Denomination CEO and co-founder Rowena Curlewis about designing the brand extension for Tread Softly and all of the sustainable attributes they’ve built into the new gin brand.
Articles & interviews
- Betty Crocker Unveils New Packaging and Cake-Themed Handbags
Flama Design House created packaging for Vitruvius's Pink Yuzu sparkling water flavor after previously working on the brand's sparkling-water portfolio. Building on the existing packaging architecture, the studio used vintage soda labels as inspiration for a bright pink design with a bubbly wordmark.
- Derek&Eric Turn Eton Mess Packaging Into Bold British Maximalism
Tecate has refreshed its packaging and visual identity with design agency Bulletproof to better connect with working-class beer drinkers. The redesign returns the ingot motif, refines the brand's flight-ready eagle emblem, and updates its typography and color blocking.
- Instagram Unveils First Brand Refresh in 10 Years
Sapone is launching a plastic-free, sulfate- and paraben-free 2-in-1 shampoo contained in a functional bottle made from melt-away soap. Founded by Paulius Buivydas as a school project, the brand uses an embossed, marbled soap vessel with a corked cap and positions the product as a salon-grade, zero-waste alternative to conventional plastic shampoo bottles.
- e.l.f. Hair Debuts With Pastel Packaging at Target and TikTok Shop
The article announces the launch of e.l.f. Hair, a new six-product haircare line from e.l.f. Cosmetics. The collection features pastel-colored packaging and debuts on TikTok Shop and Target, expanding the brand’s affordable, Gen Z–focused beauty offerings into haircare.
- Coors Light’s ‘Tallerboy’ Can Is Ridiculous and Brilliant
The Dieline article by Bill McCool humorously covers Coors Light’s new 'Tallerboy' can, a playful and exaggeratedly tall beer can concept. The piece frames the design as both absurd and clever, highlighting the brand’s willingness to experiment with unconventional packaging ideas.
- Coca-Cola and ASSC Launch New Summer Streetwear Capsule
Coca-Cola and Anti Social Social Club have teamed up once again for their 2026 Summer Capsule collection. The collaboration merges Coca-Cola’s iconic branding with ASSC’s streetwear aesthetic, featuring graphic tees, hoodies, tank tops, and shorts adorned with both brands’ logos and playful summer motifs like polar bears in sunglasses.
- Iran War Ink Shortage Pushes Calbee to Monochrome Packaging
The article reports that Japanese snack manufacturer Calbee will switch to black-and-white packaging starting in May 2026 due to an ink shortage caused by the Iran war and disruptions in petroleum exports. The move is a temporary response to rising manufacturing costs and material shortages affecting Japan’s packaging industry.
- Brands Must Rethink Packaging as Plastic Prices Rise
The article discusses how rising plastic prices and ongoing tariffs on metals are forcing brands to reconsider their packaging strategies. It highlights Coca-Cola’s decision to extend its sustainability goals and rely more on plastic due to cost pressures. The piece calls for brands to rethink their material choices amid economic and environmental challenges.
- Garage Beer Revives Stubby Bottles and 24-Can Buckets
The Dieline article by Bill McCool highlights Garage Beer’s revival of the classic stubby bottle and introduction of a 24-can bucket. Backed by the Kelce brothers, the brand aims to appeal to drinkers seeking a straightforward, unpretentious beer experience while standing out in a market dominated by tallboys and long-necks.
- Fantom Flower Will Slither Its Way Into Your Cold, Black Heart (But in a Good Way!)
The Dieline article profiles Pavement’s award-winning packaging design for Fantom Flower, a luxury cannabis brand and lounge in West Hollywood founded by Patricia Arquette. Featuring intricate illustrations by Kathleen Lolley, snakeskin textures, and premium materials, the project embodies a mystical and high-end aesthetic that stands apart from typical cannabis packaging. Designer Michael Hester discusses the creative process, inspirations, and the brand’s commitment to quality without budget constraints.
- South Australia Bans Fish-Shaped Soy Sauce Containers
The article reports that South Australia has banned the use of fish-shaped soy sauce containers, known as 'shoyu-tai', as part of a broader prohibition on single-use plastics. The move aims to reduce plastic pollution and encourage more sustainable packaging alternatives for takeaway food. The ban highlights growing environmental awareness and regulatory action in the packaging industry.
- High Noon Recalls Vodka Seltzer Mistakenly Packaged in Celsius Cans
The article reports that High Noon issued a recall after some of its vodka seltzers were mistakenly packaged in Celsius energy drink cans. The mix-up occurred when a packaging supplier sent the wrong empty cans, leading to alcoholic beverages being sold in energy drink packaging across several U.S. states.
- JFC There Are Microplastics In Metal Bottlecaps, Too
The article by Bill McCool highlights a surprising environmental concern: even metal bottle caps, often seen as a sustainable alternative to plastic, can contain microplastics. It briefly discusses the implications for beverage brands seeking eco-friendly packaging solutions.
- Tesla Diner Packaging Revives Memories of Tesla’s Biggest Brand Flop
The article reports on the opening of the Tesla Diner and its packaging design, which evokes memories of Tesla’s past brand failures. It contextualizes the diner launch within Tesla’s declining reputation and Elon Musk’s controversial public image. The piece is more of a cultural commentary than a design analysis.
- Friday Wrap-Up Covers Florida, Packaging Competition Show, and AI Concerns
This Dieline Friday Wrap-Up by Bill McCool highlights a new reality competition show focused on packaging design, likened to 'Project Runway' for the packaging world. The piece also touches on broader design culture topics, including concerns about AI’s growing role in creative industries and a nod to Florida’s design scene.
- Pack of the Month: Denomination Does Anything But Tread Softly (Even For Gin Brand Tread Softly)
The article spotlights Denomination’s packaging design for Tread Softly Gin, a brand extension of Fourth Wave’s wine line. The design maintains visual continuity with the wine range while leveraging a clear bottle to showcase Robert Thornton’s artwork. Denomination’s CEO Rowena Curlewis discusses the sustainable features integrated into the new gin packaging.
- Contact DIELINE for Support, Submissions, and Collaboration
The Dieline Contact page provides information on how to reach the publication for support, submissions, and collaboration. It includes contact details for general inquiries, project submissions, editorial pitches to Editor-in-Chief Bill McCool, and an introduction to DIELINE Studio, the platform’s in-house packaging design agency. The page also links to related resources such as awards, jobs, and subscriptions.