BrandDirections to Participate in National Package Design Challenge

NEENAH, Wis., June 20, 2017—BrandDirections is one of three agencies invited to participate in Brand Experience (BXP) magazine’s 2017 Makeover Challenge. In its 14th year, the competition provides an opportunity to showcase packaging design expertise from around the country and demonstrate the power of design and its influence on how consumers experience brands.

“This is a friendly competition with no cash reward, nor is it a spec project in which the winning team gets the work,” said Kris Sexton owner and president, BrandDirections. “It’s really an educational exploration to see how three different firms approach the makeover of a product working off the same creative brief and parameters.”

The competing agencies will redesign the top three spirits products for Indiana-based Huber Winery’s Starlight Distillery business. The agencies will develop a visual identity that can be extended from the primary redesigned products to the complete product line.

The magazine will feature the redesign concepts in its August issue. Readers will vote and comment on which concept and strategic approach they think best meets the objectives and displays a unique design solution. The winning design is featured in the magazine’s year-end issue.

Says Sexton, “We’re excited and honored to be participating and look forward to the opportunity to show the power of design thinking and help the team at Starlight Distillery achieve their brand goals.”


BXP, Brand Experience magazine (formerly Package Design Magazine), elevates the value of innovative and collaborative brand design as a strategic business competence to ultimately help brands deliver more relevant experiences that win new brand fans and maximize brand loyalty.