Well hello again. Summer is on its way out, fall is clearing its throat, and as always, change didn’t bother to check our calendars. This quarter brought us new beginnings, a few milestones worth celebrating, a moment to remember someone extraordinary, and a rather dramatic reminder that even the things we think we have securely fastened can take off without us. In other words, life happened, and we’ve got the stories to prove it.
We don’t usually open with a quote, but Alan Watts got this right: “The only way to make sense out of change is to plunge into it, move with it and join the dance.” So that’s the spirit of this edition: a little looking back, a little looking ahead, and a healthy appreciation for the wonderfully unpredictable business of living.
Pull up a chair, let’s catch up.
In Memoriam Of
CARLTON EDWARD VANDERWARKER II | A LIFE WELL LIVED; 1943-2026
That’s our Dad, Tony. He was something else, and kind of larger than life. He was a brilliant ad guy with a storied career, who later turned author (5 books) and land conservationist. He was whip-smart, ferociously creative, and admired by all. He played football at Yale, did time in the Marine Corps, Peace Corps and got a film degree at NYU. He became an ad guy (FCB, Needham/DDB, and then his own agency, BBV-Bayer Bess Vanderwarker) working on famous campaigns for McDonald’s twoallbeefpattieslettucecheese, Big Mac Attack and Gatorade’s Be Like Mike, among many others. He lived a big life and we were so lucky to be his kids. RIP, Dad.
In Celebration Of
LEO MCLELAND | LAUREA’S FAMILY EXPANSION
In happier news, our very own, Laurea and husband Ian, joyfully expanded their family by welcoming baby Leo into the world! Ten fingers and ten toes, and more hair than Bryan! The world needs more quality family units like this and we are absolutely gah-gah, over the moon for them! It’s a special time, and we wish them quality sleep, leak-proof diapers and lots of laughs through it all. “The days are long, but the years are short.” Welcome, Leo.
In Appreciation Of
DOVETAIL BREWERY | 10 YEAR ANNIVERSARY
To keep the celebration going… Cheers to Hagen and Bill and everyone over at Dovetail Brewery on celebrating their 10 Year Anniversary! Seems like only yesterday that we were sampling early brews in a garage with them. (Fun fact: we celebrated our own 10yr anniversary over at Dovetail 6 years ago). If you haven’t been, you gotta go and meet some of the nicest, geekiest beer people in all of Chicagoland. And the beers are damn fine, too. Prost!
In Honor Of
BIG LEAGUE CHEW & PLAYOFF BASEBALL | PLAYOFF POUCH LTO PACKAGING
“A one, a two, a three… Take me out to the ball game!” (Harry Caray)…. Just when the sun starts to set a little earlier and summer begins to wane, it’s time for playoff baseball! We designed this iconic, Limited Time Offer package to coincide with the run-up to Major League Baseball’s annual championship series, the Fall Classic (aka the World Series). Here in Chicago, it’s tough, but we had a good run with both the Cubs and Sox this year!
In Jubilation Of
GDUSA PACKAGE DESIGN AWARDS 2026 | +2 WINS: VICTORY LAP & BUTTER + SUGAR
Let the wins keep on a’ coming! The 2026 American Package Design Awards™ celebrate the power of creative packaging to tell the story, advance the brand, amplify the experience, make the sale, reinforce the decision and — most importantly — forge a connection at the moment of truth. It’s a nice honor, a little bling and a kick in the pants to keep going!
BTW—Butter + Sugar just started selling their cookies on their revamped website this week!
In Commemoration Of
YOM KIPPUR | GOLD’S HORSERADISH
Looking back on the quarter, we were reminded that Yom Kippur is the holiest day of the Jewish year — a profound 25 hours of reflection, soul-searching and empty stomachs. All that atonement is hungry work. To all our Jewish friends, G’mar Chatimah Tovah (May you be sealed in the Book of Life). May your bagels & sandwiches be piled high, your appetites restored, and your fridge always stocked with Gold’s Horseradish! (Eleven years later, we’re still pretty proud of redesigning this heritage brand).
In Providence Of
MORE CHANGE | BRYAN’S (FORMER) BACKPACK & LAPTOP
On a trip to Charleston, Bryan’s backpack somehow falls out of a moving car (faulty latch). He takes off like an Olympic hopeful, but a sedan gets to it first and drags it onto a highway at a high-rate of speed. He gives chase but can’t outrun a speeding car. A stranger stops: “Need help?” He says, “Only if you have a time machine!” A mile and a half down the road he finds the twisted, charred remains of his life scattered across a highway. (Pic: the gathered remains.) At lunch, he orders a tequila and laughs at the absurdity of life (sometimes).
In Consideration Of
BUDGETING & PLANNING SEASON | LOOKING AHEAD, GROWTH MINDSET
As we roll into/out of the traditional budgeting and operational planning season keep in mind that CPG budgeting and consumer culture are more dynamic than static. The best laid plans can be undone by Feb as you align to retailer category reviews, line reviews, space-allocation resets, promotional spends, marketing calendaring, etc. If we can can lend a hand, holler; budgeting assistance, consumer insights, retail Buyer meetings, product innovation, DAM upgrades/augmentation, LTOs, etc. We can help you grow in 2027.
“The performance is exceptional but not surprising given Seedhouse’s truly outstanding and consistent track record of engaging and effective design solutions.”
SASHA KAYE-WALSH, GDUSA AWARDS DIRECTOR IN A NOTE TO A CLIENT OF OURS
“…as person who ran two food companies and had Seedhouse redesign my almost 70 year legacy packaging … they do an amazing job and really helped me create a feel to each line that was authentic and valuable. If you’re not using this firm you should. If you’re using them, great choice and trust their input ..it’s valuable and critical to your success.”
BOB ABRAMOWITZ, CEO, PRISM WORLDWIDE
“Going over your team’s design work is one of my favorite parts of this whole process”
MAYA NOREN, CO-FOUNDER, BUTTER & SUGAR
P.S.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
– Maya Angelou, quoted in Will Guidara’s book, “Unreasonable Hospitality, The Field Guide”
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