Over 100 case studies celebrate the healthy tradition for experimentation in the field of packaging and package design. Looking at proportions, formats, materials, printing, folding and binding, "Formats" ...
By Ron Romanik
Review the 2011 Submissions and Vote for your favorite here.
The eighth edition of the popular Makeover Challenge, sponsored by Brushfoil, officially begins. The Makeover Challenge asks four design firms to reimagine an existing brand and redesign its packaging. This blue-sky exercise encourages experimentation in design concepts that will take the brand to a new level of awareness at retail and loyalty in consumers’ homes.
Here, we introduce the four competing design firms for 2011—one from each of the four contiguous U.S. time zones. The firms are: Murray Brand Communications, San Francisco; LeeReedy, Denver; CIULLA ASSOC, Chicago; and Little Big Brands, Nyack, NY. We introduce the firms on the following pages, each with a short case study of a recent makeover they’re proud of.
The real work takes place in May and June, when they have seven weeks to redesign four packages for the chosen brand (which will be revealed this month). By agreeing to participate in the Makeover Challenge, the design firms are also agreeing to provide their designs to the brand owner after the contest is over.
In the July/August issue, each team will have two pages to show off its designs and explain the strategy behind them. The firm that submits the most popular redesigned packages—determined by reader votes online and input from the Package Design Advisory Board—wins the challenge and will be featured in the November 2011 issue of Package Design.
Package Design would like to thank Brushfoil, a division of Interfilm Holdings Inc., for sponsoring the 2011 Makeover Challenge. Brushfoil is a world leader in graphic brushed label face stocks, laminating films, and paper stocks for the converting industry. Founded in 1982 by businessmen involved in the initial 1960s development of brushed films as an alternative to stainless steel, Brushfoil embraces the newest technology for metallic-looking films and papers.
CIULLA ASSOC
Chicago, IL
www.ciulla-assoc.com
THE MOTTO
Think. Create. Inspire.
THE FIRM
Founder Sam Ciulla left brand design firm Laga in 2005 when it had gone through too many changes that weren’t in line with his design philosophy. Having helped grow the business to over 200 employess, his dream was to build a more manageable firm with 20+ staff members. So he bought the 40-year-old firm MLR Design and repositioned it with his own goals in mind.
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