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Makeover Challenge

BXP’s 2021 Makeover Challenge – Meet the Competitors

BXP continues its spotlight on the three fantastic agency-teams participating in the 18th Annual Makeover Challenge.




BXP’s 2021 Makeover Challenge – Meet the Competitors

THE 2021 ANNUAL Makeover Challenge marks the competition’s return to its roots as a blue-sky exercise of the power of package design and designers to transform the brand experience, and BXP is delighted to accept the applications of three extraordinary agency-teams and an eco-minded brand for spotlighting.

Bryson Industries’ vice president of brand development Steven O’Neill’s application wooed us with the story of the brand’s eco-minded CitruSafe BBQ Grill Cleaner, noting, “It’s our flagship product, and the product our company was founded.”

Three spectacular teams—JDA, Inc., Levitskie Creative LLC and Spark–Brighter Thinking—will be working with O’Neill to discover opportunities to reposition the product within the welcoming parameters of an academic exercise. In the last issue of BXP, we introduced you to the first agency-team—JDA. Here’s a quick recap:

BXP’s 2021 Makeover Challenge – Meet the Competitors

Often playfully incorporated, the brand logo ensures the packaging is fun and promotional.

JDA, Inc., Retail Ready Design

JDA supports companies’ branding and retail efforts with a Unified Omnichannel Marketing approach by building integrated, engaging graphic design and messaging throughout the purchase process to create brand advocates for products. The firm’s clients hail from a variety of CPG verticals and range from household names such as Kenwood to boutique brands such as historic, traditionally farmed and harvested Japanese-style rice brand Koda Farms.

In the May/June issue of BXP, JDA detailed the agency’s four brand focuses. This approach has won awards for the firm and helped JDA’s clients’ products capture shoppers’ attention online and in-store.


One of the examples shared of JDA’s work in action was for the launch of Voxx’s EarBudeez. Armed with consumer research on the tween/teen market, JDA created a brand name, logo and package designs that transform the electronics accessories into “characters,” who engage the target market. Clever widowing leverages the two buds to create “eyes” for the relatable characters—Bodie, Emo, Jay D, ill, Skully-Rojo and Zoie Jane. The package design also directly addresses the end-consumer with a “me” graphic that encourages brand loyalty by enticing shoppers to use the packaged products to express their individuality, thus tying the product more closely to an end-customer’s own brand identity and attracting new brand fans.

To learn more about JDA, its philosophy and work, please check out pages 34 and 35 in the April-May 2021 issue of BXP. To learn about the Levitskie Creative LLC and Spark–Brighter Thinking teams, turn the page.

BXP elevates the value of innovative and collaborative brand package design as a strategic business competence across the omni-channel path to purchase, to ultimately help consumer facing and retail brands deliver more relevant experiences that connect with shoppers, win at shelf, own the moment of sale and maximize brand loyalty.

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