The Finishing Touches

The Teams:

• Atomica Design Group
• Beyondesign
• Display Pack
• John Waski Design

Creating a More Dashing Diva

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.

The Dashing Diva brand is on the verge of extending its reach in retail lines. They were lucky enough to have four firms propose highly refined design platforms.

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.