„Mutti“ is the diamond winner of this year's Pentawards. The design agency „Auge Design“ won what is now the twelfth edition of what it considers to be the most prestigious international competition for excellent packaging design. The Milan-based agency impressed with its design for a total of six different products made from processed tomatoes.
The Award ceremony gala took place at the beginning of September in Guggenheim Museum took place. In addition to the diamond „Best of the show“ award, the twelve-member jury presented five platinum awards for the overall winners in the categories of beverages, food, body, luxury and „Other Markets“. In addition, an „Nxt-Gen Award“ in gold was presented for the next generation of packaging designers. Finally, there were 41 gold, 84 silver and 90 bronze awards in 55 sub-categories.
280 representatives of the international packaging design scene attended the gala in New York. They were feverishly waiting to see which of the 2,318 designs submitted from 64 countries from all over the world would ultimately be crowned the overall winner. The jury was unanimous in its decision on the overall winner, reports the Pentawards-organisation. Eye design had left the judging panel virtually no other option than to award his work „Best of the show“.
Diamond Award: Tomato products in luxurious packaging
The manufacturer Mum had six products from its standard range designed by Auge Design for a limited edition. These included four tins for tomato cream, cherry tomatoes, date tomatoes and peeled tomatoes. A glass bottle for tomato puree and a tube for tomato paste were also designed.
The jury praised Auge Design for taking the classic graphic elements of the original packaging and combining them with contemporary design elements to create a sensational, modern design has brought together. The bright colours applied using a screen printing process contrasted perfectly with the ivory-coloured background. The discreet use of gold foil created a luxurious look.
Platinum Award, Beverages: Purity perfectly communicated
Oriental aesthetics are perfectly combined with references to the medical roots of the product, was the jury's verdict on the design of the product „Guocui Wudu“ from the manufacturer „YuXinLong“. The prize was awarded for the design of a blue Glass bottle by the agency „ShenZhen Lingyun creative packaging design Co.
Guocui Wudu„ is an alcoholic drink made from five traditional Chinese medicine ingredients from Henan province. The ingredients are brewed over a long period of time. The brand is characterised by its purity. After several filtering processes No foreign bodies back in the bottle.
This purity is achieved through the Bottle design communicated particularly well, according to the jury's assessment. Another special feature is the brand name hanging from the bottle cap as a label.
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How the Pentawards are presented
Packaging designers from all over the world can apply for the Pentawards. There are six categories in which they can submit their work. The entries are judged by a jury of twelve experts, headed this year by Brigitte Everard as the 13th member. Everard founded the Pentawards in 2007 together with her husband Jacques.
The evaluation process is a multi-stage process. The participants first submit their entries using standardised images. The jury then makes a pre-selection without knowing the identity of the participants. Creative and innovative aspects, brand communication and the quality of execution are assessed. The top five entries in each category will go through to the next round. In this round, the real products are then scrutinised.
The Pentawards ceremony is held in different cities on a rotating basis. Next year's ceremony will be held in London.
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Platinum Award, food: cute and extraordinary
Cute and extraordinary was the design of the product „Shirokuma no Okome“ by the agency Frame inc, was the judgement of the Pentawards jury. It is actually a simple Rice packaging, but which opens up all possibilities for the imagination.
The challenge was to build a bridge between the simple product and the polar bear logo. This was achieved through the use of friendly, likeable illustrations. The result was a new positioning of the rice product in the domestic market. This rice distinguishes itself from competitor products through its Emotional customer approach.
Platinum Award, body: special eyewear portraits
The winner in the body category was „Studio Kluif“ for its packaging design for the eyewear brand „Bloomdale“. The Dutch agency designed unusual packaging for the optical products. Contrary to what might have been expected, Studio Kluif did not use real photos of the products inside.
Instead, drawings were created, stylised portraits, which symbolised the different customers with the matching products. This emphasised the product claim „A Bloomdale for every face“. Opticians can now give their customers packaging with matching portraits of their glasses - regardless of whether they are women, men, boys or girls. The Glasses is placed on the packaging.
Platinum Award, Other: the simple cat litter
Cat litter of the Spanish brand „Gatuna“ secured victory in the other category. A design by the „Bold“ agency was honoured. According to the jury, the design approach of creating a special relationship between the unspectacular product sold in Spanish pet supply stores and its customers is worthy of the prize.
The design looks so simple because it is intended to make it clear to customers that cat hygiene is quick and easy with „Gatuna“. It saves time that can be spent with the cat.
Platinum Award, luxury: poetic fragrance dialogue
The French perfume brand „Diptyque“ agency „Servaire & Co“ has issued a Hourglass design was given. The Pentawards jury thought it was so successful that it won the luxury category.
Technically speaking, the Flacons The brand has a patented atomiser, which was launched on the market in 2012. A special feature is that the containers are refillable.
Servaire & Co has now relaunched the six fragrances. For each of the fragrances, a Own bottle mould and a special glass coating. According to the jury, this opens up a poetic dialogue between the dimensions of fragrance, time and home.
Nxt-Gen Award: from panda to skull and crossbones
One Cigarette packet, which draws attention to the dangers of smoking, received the prize for the best young talent performance. The winner was the „Panda Cigarette“. When packaged, the pack shows a cute panda bear on a transparent film. The more cigarettes are removed, the more clearly the black panda head turns into a Skull on a white background printed on the inside of the packaging.
Through the Exceptional design the jury hopes that the packet of cigarettes will have a better preventative effect, especially for younger smokers. The younger generation in particular is very fond of panda bears. Turning the cute panda head into an ugly skull sends a stronger message than the usual warnings.
[infotext icon]All award winners of the past two years in one bookWould you like to look at the various Pentawards winning entries in peace and quiet on the sofa? Every two years, Taschen-Verlag publishes an opulent volume with the Pentawards winning designs. The publication of „The Package Design Book 5“ about the Pentawards 2017 and 2018 has been announced for November. The illustrated book will cost 40 euros.
Information page on „The Package Design Book 5“ at Taschen-Verlag
