Package Design - June/July 2013 - 12

SPONSORED BY

MAKEOVER CHALLENGE

May the Best

Team Win!
By Linda Casey

T

his issue unveils the
package redesign concepts for our 10th annual
Makeover Challenge—sponsored by Hazen Paper Company. Four competing design
firms—Brian Schultz Design,
McHale Design Inc., One
Zero Charlie and QNY Creative—brought their individual consulting and design
approaches to reimagine
packaging for NOW Foods.
NOW Foods is no stranger
to change. NOW’s director of
marketing and strategy Beth
Pecenka explains: “Elwood
Richard took over his father’s
soy protein business when his
dad died. To learn a little bit
more about the challenges of
owning a retail store and trying to price products competitively, Elwood opened up a

12

june/july 2013

Ready for your review
and vote, the competitors’
concepts are unveiled.

retail store. Elwood then
started producing his own
products for the store and
that, in 1968, was the start of
NOW Foods.”
The private-label line
morphed into a nutritional
supplement line that’s sold to
more than 6,000 retail customers today. Driving NOW
to each stage of its transformation was a commitment to
its existing customer base
and openness to new business. This philosophy was
also at the foundation of the
creative direction given to
the design firms.
“We want the package to
still be recognizable to the
existing customers,” NOW’s
product marketing manager
Jim Ritcheske explains, “At
the same time, the redesigned
packaging should be warmer,
friendlier and more inviting.
“When we entered the
contest, we didn’t quite know
what needed to change but

we know the package needs
to change,” he adds. “Then
the design firms came out
with dramatically different
designs. It’s pretty amazing.”
These amazing designs
are featured on pages 14 to
21. You decide which design
and development approach
was best by voting either
online at www.packagedesignmag.com/makeoverchallenge now or in
person September 23 to 25
at Pack Expo Las Vegas.
Package Design thanks Hazen
Paper Company, the sponsor
of the 2013 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.
Package Design - June/July 2013

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