2017 BXP Makeover Challenge

The Makeover Challenge, sponsored by BXP Magazine (formerly Package Design Magazine), Sun Chemical, and Caps57, returned for its 14th year this summer. This blue-sky contest re-imagines a real-world consumer brand and is one of the CPG community’s most beloved editorial projects.

COHO Creative was proud to be selected as one of three competing design firms for this year’s challenge, and enjoyed working with Starlight Distillery (owned by Huber’s Orchard & Winery – Starlight, IN) to redesign their brand identity.

The Hubers originally chose to participate in the contest purely as an academic exercise and to bring attention to their growing spirits business. The experience turned out to be so much more for them. Participating in this conceptualization process with three different agency teams, now has them reconsidering the potential big business benefits possible through an investment in brand strategy & design.

You can read more about the 2017 Makeover Challenge here, and learn about COHO Creative’s collaborative and thoughtful approach to this exciting brand design challenge … and even cast your vote for the best work!