BXP - January/February 2018 - 35

35
of Huber Winery, adds, "I have to admit, my first thought was,

She encourages next year's brand to take full advantage of the

'do we really need a brand re-do?' but I was super impressed

contest by remembering that this is an academic exercise and

by the manner in which these designers took us out of our

to allow the firms to reimagine brand assets even as precious

element with their packaging recommendations. Now I am

as company logos. That said, she encourages brands to be

seriously considering these other possibilities. "

vocal on the guidelines that keep the concepts realistic such
as bottle shapes that will run on your filling machinery and any

All the designs gave Huber Winery insight into the impor-

legally required copy.

tance of the design process and how each design firm offers a
distinctive perspective and creativity to their brands-despite

Thomas also advises the firms to visit the brand, if possible,

all working from the same creative brief. But only one team's

and was not surprised that the top two teams in this year's

concept and process won the hearts of our readers-Brand-

challenge were the firms that visited Huber's corporate head-

directions-which leveraged its BrandAlignment process that

quarters as part of their discovery. Expressing his gratitude

focuses on brand discovery, determination and definition, as

for the ability to visit, Chip Ryan, creative director and brand

essential foundation steps to external deliverables such as

strategist at Branddirections, says, "We know the timing was

package design.

very difficult for Ellie because they were moving their offices,
but they were more than accommodating to allow us to come

Before creating even one of the design elements, Branddi-

for a couple of days to tour the place and talk to the people of

rections embarked an overall brand discovery process with

Huber's." Echoing both Thomas' and Ryan's sentiments, Lori

Thomas that led them to establishing Huber's brand archetype

daun, creative director and designer at Branddirections, says,

as royalty, which not surprisingly focuses on lineage, tradition,

"My recommendation to next year's agencies is to go meet the

family and history. Several design elements and corresponding

brand in person, even if they initially push back. It was crucial

copy were then created to reference the brand's regal history,

for us to go down to Indiana and meet the brand to under-

including a hang tag, which spotlights the company's seven

stand what they're up against, to see their facilities and to talk

generation tradition and its local pride, and the brand signa-

with their people."

ture, which connects each product to members of the Huber's
family, especially their ancestors.

Sue Geniesse, project manager at Branddirections, adds, competitors shouldn't be tempted to take shortcuts. "We handled

The results are concepts deemed "classy" by more than one

this project just as we do all other projects," she recalls. "We

voter. Alexis Culotta, a voter from Chicago, notes, "It speaks to

brought it into our systems; we planned it the way we would

the product: timeless yet modern and classic yet contempo-

do a normal project with all of our milestones. Following our

rary. This is branding that could last the company for years."

process really helped us meet the deadlines." deborah Rice,

Amy Bellcourt Essity of Philadelphia says, the Branddirections'

art director and designer at Branddirections, advises teams to

concept "looks more traditional but with a cool retro feel. It's

work collaboratively with the brand and "do something that's

artisan, which feels current." Theresa Schuler, a U.S.-based

producible-even if this is a blue-sky exercise."

marketing director and 'fan of Huber's and a long standing
member of the wine club,' remarks, "The first concept from

The Branddirections team plans to receive its Makeover Chal-

Bear Rabbit was unique and intriguing, but did not fit the

lenge award in southwestern coastal Florida in February at the

Huber brand in my opinion. The second design from COHO felt

very first BXPLive! conference. The team also expressed that

less sophisticated, but I did like how they pulled the history into

it hopes to meet some of the voters at the event to share their

the label. The third concept from Branddirections fit the Huber

experiences with the contest. To register and learn more about

brand the best." Schuler also, like some of our other voters,

the conference, visit www.bxplive.com

such as david Lukenbill, expressed a preference for Starlight's
current labeling over any of the concepts.

Brand Experience magazine is grateful to Thomas and all of
our readers for their continued, active participation in our

Thomas notes that participating in the Makeover Challenge

editorial projects. We are currently working on a very special

paid off in ways she anticipated and delivered some happy sur-

edition of the Makeover Challenge, which will stand apart from

prises. It highlighted some of Thomas' creative and branding

previous iterations of the competition, and are eager to finalize

expertise to her peers and superiors at Huber's, and the oppor-

the details to share with you. This will be an especially exciting,

tunity also revealed how she could maximize her expertise by

challenging and rewarding competition.

working with an outside design firm.

BXPMagAzine.com


http://www.bxplive.com http://bxpmagazine.com

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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