Packaging
Kodak Sponsors Package Design Makeover Challenge, Recognizes Outstanding Design Work in the Packaging Field
Thursday 29. January 2009 - Conceived and managed by Package Design Magazine and sponsored by Kodak, the 2008 Package Design Makeover Challenge pitted four high profile design teams against each other in assessing and redesigning an existing consumer package. For the fifth annual event, competitors took on the Dashing Diva brand of cosmetic and nail care products, and the winner was announced in a cover feature in the November 2008 issue of Package Design Magazine.
“As digital technology continues to improve in the packaging market, designers are pushing the boundaries of quality and producing exciting new looks and features,” said Alison Malloy, General Manager, Operations, Marketing Workflow Solutions Group, Kodaks Graphic Communications Group. “Package Design Magazine has had great success with this event, and sponsoring it gives us an opportunity to better understand the needs of this community and ensure that our solutions remain on target as consumer tastes and graphic arts technologies evolve.”
Participating design teams included Atomica Design Group, Beyondesign, Display Pack, and John Waski Design. Each team submitted its interpretation of the package redesign, and readers of the magazine voted for their favorites on the magazine website. The Dashing Diva brand is at a pivotal point in its growth, transitioning from a specialty boutique store brand into broader line extensions and more diverse retail strategies. The timing for a redesign was ideal.
The Makeover Challenge design teams paid close attention to the Dashing Diva design philosophy and history and reinterpreted the package designs in order to take the brand to a new level. As in previous Makeover Challenges, each team took the package design in remarkably different directions. Defining what “Diva” might convey to consumers was the starting point for most, but each team took unique tacks in blending tradition with modernity, functionality with sensuality, and iconic shapes with ergonomics.
“We are always excited to see the variety of concepts teams come up with,” noted Chris Lyons, Group Publisher, Package Design Magazine, “and this year was no exception. Each design was truly unique, and our readers were very vocal in their evaluation of the entries. The consumer product market is increasingly competitive, meaning that the appearance of the package is more critical than ever.”
Atomica Design Group of Morrisville, Penn. was selected as the winner by Package Design Magazine readers and the companys story was told in the November 2008 feature article.