BXP - January/February 2018 - 34

34

Meet the Teams
The first two teams are announced
ahead of the 2018 Makeover Challenge.
By Linda Case y

ahead of the 2018 Makeover Challenge, sponsored by sun

but at the same time balancing the wants and needs of our

Chemical with prototyping sponsored by Caps57 and Cog,

growing family business," dana Huber remarks. "Participating in

Brand Experience magazine is proud to begin competitor

the Makeover Challenge couldn't have been offered at a better

announcements for this year's contest. On the following pages,

time for our starlight distillery brand."

we profile the first two competitors-MBn design and designtology-for this, the 15th year, of the competition.

Thomas agrees, noting that the spirits part of the business
is growing rapidly but is also fairly new, unlike the fruit wine

They will be joining the ranks of agency competitors such as

business. That's not to say that the business is nascent. starlight

Bear Rabbit design studios, COHO Creative and Branddi-

distillery was founded more than a decade and a half ago, but

rections, which participated in the 14th year of the Makeover

that's young compared to the rest of the business. Huber Win-

Challenge. For last year's contest, the teams worked with ellie

ery is a seventh-generation family-owned, farmer-first business

Thomas of Huber Winery on blue-sky, package design con-

that traces its roots back to simon Huber who started growing

cepts for Huber's spirits line and sub-brand starlight distillery.

fruit in southern indiana in 1843.

This isn't the first time that Thomas has applied to be part

The starlight brand is also receiving a lot of attention, right now,

of the competition. The premise of a blue-sky contest that

through awards won and earned media. For example, its apple

celebrates the power of design attracted her because "design

Brandy won a best in class award from The american Craft

is really important." she adds, "as a graphic designer, i look at

spirits association in the Brandy category.

everything every day of my life. i pick apart every product that
i buy. if i go out and have a beer, i look at the bottle."

Thomas and the Hubers originally participated in the contest
as an academic exercise, and continue to bring attention to the

Thomas took advantage of the opportunity to show others

growing spirits brand. Growing through this conceptualization

in the company, what's possible with more resources, both

process with the three teams has them reconsidering the poten-

time and people, when developing new brands and creating

tial branding benefits possible through an investment in design.

new designs. Thomas reports to dana Huber, vice president of
marketing and public relations at Huber's, who ultimately owns

Thomas shares, "Participating in the Makeover Challenge

marketing responsibility for everything from the distillery to the

opened up the minds of everyone here that maybe we do need

winery to the farms and from the orchards to the retail stores.

help and maybe we may have found a place that knows us and i

"in my role working with our off-site distribution efforts, i am

think understands us and would be willing to kind of help." Ted

always challenged to keep our packaging innovative, relevant,

Huber, master distiller of the starlight distillery and president

prototyping/comp sponsors:
s p o n s o r e d

b y

JAN/FEB 2018

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B r an d E x p e r i en c e



Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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