Makeover Challenge

Base Beauty Creative Agency www.basebeauty.com “Jodi and I, we speak the same language,” says Kelley Quan, the woman behind Kelley Quan New York—this year’s Makeover Challenge brand, of Base Beauty...
Spring Design Partners www.springdesignpartners.com For Spring Design Partners, understanding the brand’s needs went far beyond reading the very detailed, 12-page creative brief submitted by Kelley Quan, founder of...
This year’s Makeover Challenge brand, Kelley Quan New York, aspires to fundamentally change the product’s category. “I was so disturbed when I found out how the hair for makeup brushes is harvested,”...
Vegan, artisanal, made in New York, emotional benefits such as ‘kinder on the soul,’ and synthetic benefits of the product itself make up the brand persona of Kelley Quan New York,” says Gary Seve Esposito...
“Most of the time when we embark on discovery with smaller clients, we find that they haven’t thought through a lot of branding questions yet,” says David Smith, president, Envision Creative Group. “...
Base Beauty Creative Agency www.basebeauty.com THE FIRM Base Beauty Creative Agency (BBCA) is a full-service creative agency dedicated to the beauty industry. The agency’s next-generation aims to eliminate divides...
Turtle Wax is renowned the world over, a brand recognized and respected for its heritage and iconic brand signature. By the end of the ’90s, however, intense competition in the car care category forced Turtle Wax to...
Package Design Magazine's sixth annual Makeover Challenge is now complete. The popular vote winner, Estudio Ray, is the subject of this issue's Cover Story. The popular vote was also confirmed by a full-service...
The founder of Estudio Ray, Joe Ray, is an artist as well as a designer. This year, his paintings were shown at galleries in Los Angeles and Madison, WI. In the design studio, Joe plays the creative director and president...
Here are this year's entries in the Package Design Makeover Challenge, sponsored by EskoArtwork. Click the design firm links below for more details and close-up pictures of each firm's entry, or click here to vote...

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