Vote Now! Package Design Makeover Challenge

  • By Ron Farnum
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Package Design Makeover ChallengePackage Design Magazine selected Damen Jackson to complete in their package design Makeover Challenge. This blue-sky design contest pits three agencies against one other in an exercise to reimagine the packaging of a real-world brand. 

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

Package Design Makeover Challenge


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

Package Design Makeover Challenge
Damen Jackson utilized our proprietary five-step process called Market Action Plan (MAP) in approaching this assignment. This helped us identify a single, solid brand position for Choice Organic Teas.

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

The redesigned concepts from all three firms are featured in Package Design Magazine’s June/July issue.

Click here to Learn more about the MAP process and strategy behind Damen Jackson’s design, and to read the Choice Organic Tea team’s reaction to our design solution.

Package Design Makeover Challenge
Damen Jackson would like to express appreciation to Choice Organic Teas and Package Design Magazine for including us in the competition. And thanks to Iron Design, Inc. and Turner Lee for their participation, designs and creative fellowship in promoting packaging design within the industry.

Vote Now!

View Package Design Magazine Article >

View Strategic & Creative Presentation Deck >


Ron Farnum

Ron Farnum is the Managing Principal at Damen Jackson. With 25 years in design and brand development, Ron is passionate about creating exceptional brand experiences for our clients.

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