Package Design’s Makeover Challenge

Damen Jackson is one of three agencies selected to participate in a redesign competition featuring Choice Organic Teas.


Package Design magazine selected Damen Jackson as one of three agencies to complete in their 13th annual Makeover Challenge, a blue-sky package design contest that reimagines a real-world brand.

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The Makeover Challenge was created to “educate the entire industry of consumer facing brands on the power of design and expose the industry to the diversity of strategic and artistic vision represented by the Package Design community.”

This year’s makeover client is Choice Organic Teas, based in Seattle. As pioneers in the organic tea movement, they were the first exclusively organic tea company in North America, the first to offer Fair Trade Certified tea in the U.S. and the first to obtain Non-GMO Project Verification.

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The assignment was to redesign the packaging for Choice Organic Teas’ original line of teas. Layout, communication strategy and a reimagined brand mark were completely up for grabs.

Damen Jackson utilized our proprietary five-step process called Market Action Plan (MAP) in approaching this assignment, and the results were very successful.

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“Our MAP process provides a flexible yet consistent approach to any type of branding program, from the initial strategy through to the market launch and beyond,” said Ron Farnum, Principal at Damen Jackson. “While this competition wasn’t technically a ‘real-world’ program, we still applied our MAP process to accomplish the best results for Choice Teas.”

The redesigned concepts from all three firms are now featured in Package Design’s June/July issue.  Learn more about Choice Organic Teas’ internal team’s reaction and the process and strategy behind the designs.  And be sure to vote for your favorite concept!

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Damen Jackson would like to express our appreciation to both Choice Organic Teas and Package Design Magazine for including us in the competition, and Iron Design, Inc. and Turner Lee for their participation, great ideas and creative fellowship.

Damen Jackson