This new book provides readers with a thoughtful packaging primer that covers the challenges of designing packaging for a competitive market. The book addresses all aspects of the creative process, including ...
By Linda Casey
It’s time to review the submissions and vote for the best design makeover.
We’ve invited four design firms to reimagine an existing brand and redesign its packaging. This year, we chose Brazil Gourmet as the brand to be redesigned.
See each design firms’ entry by clicking on the company names and then pick the one that best repositioned the brand to take it to the next level.
The brand owner of Brazil Gourmet, Liberty Imports, was founded in 1983 as a mail order business serving the Brazilian community, dedicated to bringing superior quality Brazilian products to the U.S. In 2000, Liberty Imports decided to discontinue the many exclusive Brazilian products it offered and focus solely on bringing the authentic taste of South America’s tropical fruit to the U.S. juice market.
The design firms had seven weeks to redesign four Brazil Gourmet packages in this largely blue-sky challenge. The toucan icon was the only visual element of the current branding and packaging system that the brand owner believed had equity with loyal customers, but even that was open to reinterpretation.
Each firm took a different tack on realizing the company’s vision for growth into mainstream grocery channels in the U.S. Liberty Imports thought a key element of expanding distribution would be package designs that both targeted upscale consumers who sought out all-natural products and preserved Brazil Gourmet’s unique heritage and authentic point of difference.
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.
VOTE NOW
Cast your vote now HERE. The firm with the most popular redesign—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.
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