Package Design - August 2012 - 24

MAKEOVER CHALLENGE

REVEAL
BEFORE
ith this issue, we kick start the peer review stage of the ninth annual Makeover Challenge—sponsored by Hazen Paper Company. The four competing design rms—Bailey Brand Consulting, DiDonato Design, Jenn David Design and Pulp+Wire— have put in hours of consulting, design and analysis to create packaging concepts for Klara’s Gourmet Cookies. The resulting designs, featured on pages 26 to 33, show how different agencies can reimagine the same brand. You decide which agency created the best design by voting either online at www.packagedesignmag.com/makeoverchallenge now or in person October 28 to 31 at the Package Design booth (#5631) at Pack Expo International in Chicago. The competitors directly consulted with Klara Sotonova and Jefferson D. Diller, the wife-and-husband team behind Klara’s Gourmet Cookies, to learn the couple’s business and branding goals. In those consultations, each rm brought their own information discovery style and conceptual process. The starting point of the package-design project was the same—the company’s existing packaging.

NOW FOR THE
W

The competitors’ redesign concepts are unveiled. By Linda Casey

Most of Klara’s products are sold in goldand silver-foil standup pouches with large product photos on the front label. The foil pouches are an improvement over the 8-oz. paper bakery bags with tin-tie tops used to launch the product. They helped the Massachusetts-based bakery expand its distribution to Connecticut, New Hampshire, New York, Pennsylvania and Vermont, in addition to the more than 60 outlets in Klara’s Gourmet Cookies’ home state. Although Sotonova and Diller are enjoying good growth, they wonder whether a new approach to the company’s packaging could help strengthen the its position as a regional bakery wholesaler. As a blue-sky exercise, the Makeover Challenge doesn’t require the brand or the competitors to implement the designs. But Sotonova and Diller were excited by, and sometimes delighted with, the designs that follow.
Package Design thanks Hazen Paper Company, the sponsor of the 2012 Makeover Challenge. Hazen Paper is a paper converter specializing in custom holographic originations; film, foil and paper laminations; specialty and gravure coatings; and rotary embossing. Founded in 1925, Hazen Paper is based in Holyoke, MA with satellite facilities in Osgood, IN, and Housatonic, MA.

24

JULY/AUGUST 2012



Package Design - August 2012

Table of Contents for the Digital Edition of Package Design - August 2012

Package Design - August 2012
Contents
Editor’s Letter
Front Panel
Snapshots
Converter’s Corner
Sustainably Speaking
A Few Good Bottles
Voting Opens for the 2012 Makeover Challenge, Sponsored by Hazen Paper Company
Love at First Sight
Innovation Incubator
Product Focus: Metal Packaging
Datebook
Index of Advertisers
Field Notes
Package Design - August 2012 - Intro
Package Design - August 2012 - Package Design - August 2012
Package Design - August 2012 - Cover2
Package Design - August 2012 - 1
Package Design - August 2012 - Contents
Package Design - August 2012 - 3
Package Design - August 2012 - Editor’s Letter
Package Design - August 2012 - 5
Package Design - August 2012 - Front Panel
Package Design - August 2012 - 7
Package Design - August 2012 - 8
Package Design - August 2012 - 9
Package Design - August 2012 - Snapshots
Package Design - August 2012 - 11
Package Design - August 2012 - 12
Package Design - August 2012 - 13
Package Design - August 2012 - 14
Package Design - August 2012 - 15
Package Design - August 2012 - I1
Package Design - August 2012 - I2
Package Design - August 2012 - Converter’s Corner
Package Design - August 2012 - 17
Package Design - August 2012 - Sustainably Speaking
Package Design - August 2012 - 19
Package Design - August 2012 - A Few Good Bottles
Package Design - August 2012 - 21
Package Design - August 2012 - 22
Package Design - August 2012 - 23
Package Design - August 2012 - Voting Opens for the 2012 Makeover Challenge, Sponsored by Hazen Paper Company
Package Design - August 2012 - 25
Package Design - August 2012 - 26
Package Design - August 2012 - 27
Package Design - August 2012 - 28
Package Design - August 2012 - 29
Package Design - August 2012 - 30
Package Design - August 2012 - 31
Package Design - August 2012 - 32
Package Design - August 2012 - 33
Package Design - August 2012 - Love at First Sight
Package Design - August 2012 - 35
Package Design - August 2012 - Innovation Incubator
Package Design - August 2012 - 37
Package Design - August 2012 - Product Focus: Metal Packaging
Package Design - August 2012 - 39
Package Design - August 2012 - 40
Package Design - August 2012 - 41
Package Design - August 2012 - 42
Package Design - August 2012 - Index of Advertisers
Package Design - August 2012 - Field Notes
Package Design - August 2012 - Cover3
Package Design - August 2012 - Cover4
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