Package Design | packagedesignmag.com

(October 2011) posted on Mon Oct 03, 2011

By Linda Casey

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Hailing from 50 different countries, nearly 1,000 entries were submitted for the fifth edition of the Pentawards. Brigitte Evrard, co-founder of the Pentawards, noted that despite the world economic crisis and the associated general reduction in costs that the number of entries increased 11%. The Platinum Pentawards crowned the best packaging in the five major categories, and they were award to:

Beverages category
dBod (Holland), for the Heineken STR bottle
Using UV ink technology, the Heineken STR bottle brings a new level of excitement at nightlife venues. “When exposed to UV black light, hidden ink suddenly flares up on the aluminum bottle surface and reveals a bright-glowing design: an enticing experience for an exclusive audience. The design shows an intricate pattern of stars and trails, visible around the bottle base and in the large centre star.” said Sven David Kuipers, marketing manager at dBOD.

Food category
Cowan (England), for Panda Licorice packaging
The agency created a more emotive and appealing brand for broad appeal. Its key visual equity, beyond the logo, was the Panda bear. Cowan set about giving him a personality and a role. The agency literally make the Panda the face of the brand. This gives a strong, differentiated look, which has great shelf standout, yet the package itself conveys softness, even an innocence for simpler times.

Body category
Kempertrautmann Gmbh (Germany), for Görtz 17, Converse, Shoelace Box
To boost the sales of a stylish shoe that’s already a cult product, Kempertrautmann Gmbh created new packaging that made the brand even more desirable in terms of look and functionality. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces, and the overall design eliminates the need for a plastic bag to carry the product out of retail outlets. The series consists of five color-coordinated designs that coordinate with Görtz 17’s Converse Collection.