PENTAWARDS 2008: THE WORLD’S MOST BEAUTIFUL PACKAGING

31 October 2008
Brussels (Belgium) - The international jury for the Pentawards, the first worldwide competition devoted exclusively to Packaging Design, presided over by Gérard Caron, have announced their 2008 list of winners.
Brussels (Belgium) - The international jury for the Pentawards, the first worldwide competition devoted exclusively to Packaging Design, presided over by Gérard Caron, has announced their 2008 list of winners. The Pentawards are an Icograda-endorsed award scheme.

The Piper Heidsieck Rosé Sauvage champagne bottle, signed by the Dutch designers Viktor & Rolf, presented to the competition and produced by Sleever International, wins the Diamond Pentaward for Best of the Show 2008.

The Platinum Pentawards, which crown the best packaging in the 5 major categories, are:
  • Beverages Category: Turner Duckworth, USA, for Coca Cola Aluminum
  • Food Category: Pemberton & Whitefoord, UK, for Tesco Tortilla Chips
  • Body Category: DesignBridge, Holland, for Schwarzkopf Professional OSiS+
  • Other Markets Category: Aekyung, Korea, for Spark
  • Luxury Category: Dentsu Kyushu, Japan, for Yaoki Sake

27 Gold Pentawards have been awarded, as well as Silver and Bronze Pentawards. All the winning designs can be seen on the site www.pentawards.org

The winners received these global prizes during a special ceremony held at the Luxepack exhibition in Monaco (France) on 30 October 2008. The award-winning creations will be displayed in various locations including Paris, at the new DesignPack Gallery in January 2009, and the Shanghai Luxepack exhibition in March 2009.

“For this second edition, we recorded nearly 700 entries from 39 countries, an increase of over 35% compared to last year” explains Brigitte Evrard, co-founder of the Pentawards. “A number of the largest packaging design agencies, principally from England, France, the USA and Japan, participated. We also received entries from packaging producers and Brand Owners leaders such as Coca-Cola, Procter & Gamble, Sony, Aekyung, Suntory, Danone Waters, etc.

The goal of the Pentawards is to reward designs originating from all markets, from mass market to luxury. This is why there are 5 large groupings (Beverages – Food – Body – Other markets – Luxury) encompassing over 40 categories. The Pentawards reward luxury packaging as well as mass-market products; as proof, this year the highest prizes go to a champagne with a worldwide reputation, as well as own-brand chips and even a box of laundry detergent.
This is what makes the Pentawards special!”

Gérard Caron, editor of the site www.admirabledesign.com, president of the Pentawards jury, adds: “The goal of the Pentawards is to recognise the best in packaging design at the global level. What is exciting for me is having professionals from around the world at my side. My jury is composed of 12 specialists in packaging design, designers and marketers, based in England, Russia, the USA, China, Brazil, Japan, France, Switzerland, Holland and Australia. This international panel allows a broad appraisal that takes account of the cultural and economic specificities of each participant. Our mission is to reward the creativity of all the world’s packaging designers. It is striking to note that the winning packaging was distinguished by a large majority of the jury members, regardless of its geographical origin and that of the competing products; proof that exceptional designs rise above cultural differences and have an international scope.”

“This year, a new category devoted to limited editions was very successful. It is evident that brands dare to show more creativity when it is a matter of short-lived editions,” specifies Jean Jacques Evrard, co-founder of the Pentawards. “We noted the participation of packaging designers from the emerging countries as well as from “distant” countries such as South America, Australia, New Zealand, Russia and of course the countries of the new Europe.

The four large markets (England, the USA, France, and Japan) represent over 60% of the participants; the emerging or distant countries sent us splendid designs. This confirms the dynamism of the designers and the high level of maturity of these markets.”

A propos the Best of the Show – Diamond Pentawards 2008
PIEPER HEIDSIECK Rosé Sauvage by VIKTOR & ROLF - Upside Down…
A bottle that rests on the neck, the neck and front labels and cap foil reversed!

“How do you do something new with something timeless? We had only one answer: reverse the proportions” This is how the two Dutch fashion designers Viktor & Rolf express it.

And it is exactly this simple but oh-so-creative idea that won over the international jury of the Pentawards, the first worldwide competition devoted uniquely to packaging design.

For in fact, if there is indeed a domain in which tradition reigns, it is that of champagne.

So the designers kept all the traditional graphic features of champagne (bottle, cork, ice bucket, glass, and labels) but thought that if champagne could turn one’s head, it was only necessary to reverse all these visual elements to amplify this impression, and especially to differentiate the Pieper Hiedsieck brand from its competitors by recreating the packaging of the champagne.

It is this creativity in support of packaging, also expressed throughout the communication (the site will also spin your head around) that won over the Pentawards jury. The bottles of Pieper Heidsieck Rosé Sauvage signed by Viktor & Rolf were launched on the market at the end of October 2007 in several duty free shops and in exclusive bars and wine bars. This is therefore a limited-time edition.

The glass bottles are covered by a sleeve produced by Sleever International, a leading global company in this very innovative area of packaging design.

More information at
www.sleever.com
www.piper.viktor-rolf.com
www.viktor-rolf.com
www.pentawards.org


PENTAWARDS 2008: 5 platinum Pentawards, best of the category.
Besides the Diamond Pentaward, best of the show (Pieper Heidsieck Rosé Sauvage by Viktor & Rolf), the international jury, presided over by Gérard Caron, awarded 5 special prizes, one per category.



Above: 2008 Platinum BEVERAGES Pentaward - Coca-Cola aluminum bottle by Turner Duckworth. Photo: Pentawards 2008

The Platinum BEVERAGES went to the Coca-Cola aluminium bottle designed by the Anglo-American Turner Duckworth agency. Here is what Bruce Duckworth says: “As a successful brand becomes familiar, adding new graphics is the easy answer to keep it fresh. But over time the brand is diluted. Sooner or later you need to return to the basics. This is what we have done with Coca-Cola. You need only a slice of Coke’s script to know it. The bottle shape remains the same but in a very contemporary new material. The result is packaging that feels at once familiar and new.”

A good way of putting into practice the celebrated “Less is More”.




Above: 2008 Platinum FOOD Pentaward - Tortilla packaging by Pemberton & Whitefoord. Photo: Pentawards 2008


The Platinum FOOD was won by the Pemberton & Whitefoord agency of London for a range of Tortilla chips for the retailer Tesco. The agency created “the Bandito”, a comical character who changes outfit and accessories according to the type of chips, bringing a touch of humour to a product which is, after all, fairly mundane. He is dressed in a Hawaiian shirt with sunglasses and a portable phone for the Cool Bandito version, has a water bottle extinguisher and red cheeks for the Chilli Bandito version, etc. Moreover, the strong colour codes increase the display impact.



Above: 2008 Platinum BODY Pentaward - Schwarzkopf Professional OSiS+ packaging by DesignBridge. Photo: Pentawards 2008

The Platinum BODY goes to the DesignBridge agency of Amsterdam for the Schwarzkopf Professional OSiS+ range. These hairdressing gels are packaged in containers surrounded by cardboard printed with different textures which exemplify the different results obtained: matt, strong, rough, light, gloss… This packaging is simple, elegant and precise, reflecting perfectly the professional level of the products.



Above: 2008 Platinum OTHER MARKETS Pentaward - Spark packaging by Aekyung. Photo: Pentawards 2008

The Platinum OTHER MARKETS is awarded to Aekyung of Seoul for the Spark laundry detergent box. In the shape of a washing machine, this box speaks a universal language.

No need for further explanation to the consumer. He instantly understands the type of product and its use and furthermore he can see how much product is left in the box, making re-purchase easier. This package is multi-use as it can be filled again with a refill.



Above: 2008 Platinum LUXURY Pentaward - Yaoki sake bottle by DENTSU Kyushu. Photo: Pentawards 2008

The Platinum LUXURY goes to DENTSU Kyushu of Japan for a very elegant Yaoki sake bottle with a white refined shape and a rounded base, allowing the (self-righting) bottle to regain its vertical position by itself. This sake based on potatoes and the Arita porcelain from which the flask is made are famous on the Japanese island of Kyushu.
The message, drawn from an ancient proverb, says “If you fall seven times, get up eight times”; in other words, “Never give up”, like this bottle which always regains its vertical position.

In addition to the Diamond Pentaward and the 5 Platinum Pentawards, the international jury has also awarded 27 gold Pentawards in the 44 competing categories this year. Silver and Bronze Pentawards were also handed out.

All of these examples of the world’s most beautiful packaging can be seen at the co-branded “Thedieline/Pentawards” site

With the support of EskoArtwork.




Herbert M. Meyers receives an honorary Pentaward

Herbert M. Meyers receives an honorary Pentaward for his entire career.
Born in Germany, he arrived in the USA in 1939. After studying at the Pratt Institute of New York, he began his professional life in 1955. In 1970, with his friend Richard Gerstman, he founded Gerstman+Meyers, a company which quickly became one of the most important in the USA. Mr Meyers designed brands and packaging for over 100 international clients, many of them ranked as “Fortune 500”, including Heinz, Maxell, Black & Decker, Exxon, Bayer, Knorr, Nabisco, General Motors, Gillette, BASF, etc.
The profession has always considered Herb Meyers to be a reference. He has won over 100 design awards and was honoured in 1997 with the first award given by the PDC (Package design Council, USA) for the whole of his career.

We have lost count of Herb’s appearances in the professional and daily press, and the number of conferences held in universities and seminars around the world.

In 1998, Mr Meyers retired as Founder and Managing Partner of Gerstman+Meyers. Since then, the company has moved to the Interbrand group.

Herb Meyers is the author of The Marketer’s Guide to Successful Package Design (1998), and is co-author with his business partner Richard Gerstman of 3 other remarkable books: Branding @ the digital age (2002), The Visionary Package (2005) and Creativity, Unconventional Wisdom from 20 Accomplished Minds (2007).

As a former president of the Package Design Council International, Herb has been involved with the formation of the PDA-E (Pan-European Design Association), of which he is an Honorary Member.



PENTAWARDS 2009
Entries for the Pentawards 2009 will be open from 1 May to 15 June 2009. All the information needed for participation in this international competition uniquely dedicated to packaging design is available on the site www.pentawards.org