This book examines the aesthetics of good package design, and points out in specific detail, exactly what makes each design sing -- what makes it really good.
Four internationally acclaimed designers ...
By Ron Romanik
Package Design Magazine's fifth annual Makeover Challenge now enters the peer review stage. Entries have been submitted from our four design teams—Atomica Design Group, Beyondesign, Display Pack, and John Waski Design.
The subject of this year's Challenge is the Dashing Diva brand of cosmetic and nail care products. The 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 management at Dashing Diva is very excited about the Challenge and hopes to promote the Challenge with new products in package designs from the entries you will see hear.
Vote for your favorite
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. Like previous 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.
Now it is your turn as an avid reader of Package Design Magazine. Let us know which package design makeover presents the best overall package design direction for the Dashing Diva brand by voting on our website. The deadline for online voting is September 30, and the winner will be announced with the publication of our November issue, where the winning team will be profiled in a cover story feature.
Morrisville, PA
www.atomicadesign.com
The Atomica Design Group developed a retro design approach for the Dashing Diva Makeover Challenge. The desire was to emulate the era of classic movie stars in the '40s or '50s, and the glitz and glamour of the golden age of cinema became the benchmark. The designs are meant to capture the theatricality and dramatic impact of that lifestyle, because many consumers today still define glamour in those terms and in those fashions.
After category research in stores like Target and Ulta, the Atomica Makeover team tried to define a specific prototypical purchaser of the product. They found inspiration in New York fashion hipness and the glamour of martini bars. They thought: "Wouldn't many users of Dashing Diva products be fans of Sex and the City?"
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