Package Design - June/July 2013 - 4

FROM THE EDITOR

BY LINDA CASEY

The Power of
Reimagination
I

n this issue, we unveil the redesign concepts for our 10th annual Makeover Challenge contest—sponsored by Hazen Paper Company. Although
the competition is a blue-sky exercise, it is required that all competing firms
treat the chosen brand owner like a paying client. Designs should be financially and operationally feasible as well as beautiful.
This year, I learned that the brand from last year’s contest—Klara’s Gourmet Cookies—and from the year prior—Brazil Gourmet—were inspired to
complete the redesign of their brands. Brazil Gourmet worked with contest
champ Murray Brand Communications to finalize the concept used to win
the 2011 challenge. Terri Reedell, who leads Brazil Gourmet’s sales and marketing efforts, reports that the brand is introducing the new packaging as
older label stock is depleted. Reedell also reports that Murray Brands created
a new sales sheet and printed film for club pack in support of the new design.
At time of publication, Klara Sotonova and Jefferson D. Diller, the wifeand-husband team behind Klara’s Gourmet Cookies, were readying the
launch of its new packaging. The design was heavily influenced by the work
of 2012 Makeover Challenge competitor DiDonato Design.
During and after the competition, Sotonova and Diller were very
impressed by Peter DiDonato’s work and design development process—
although another competitor won the contest. The design Klara’s is rolling
out now might deviate from DiDonato’s concept, but the husband-and-wife
team is grateful for the inspiration that his firm and the Makeover Challenge
provided. In an email sent earlier this year, Diller wrote, “Thank you, Linda,
for the huge opportunity that this process has afforded our tiny company.”
To help your favorite design and team win this year’s contest, please
check out the teams’ concepts and read about their development processes
on pages 14 to 21. Then cast your vote either online at www.packagedesignmag.com/makeoverchallenge or in person September 23 to 25 at the Package Design booth (#6217) at Pack Expo Las Vegas.

STAY IN TOUCH WITH US BY:
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JUNE/JULY 2013

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Linda Casey
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Package Design - June/July 2013

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