The annual Pentawards competition, which recognises excellence in packaging design worldwide, has announced more than 700 entries shortlisted for 2024, from more than 2000 entries from 62 countries.
These shortlisted entries were then judged in person by a global jury of packaging design experts from design agencies, brands and organisations including Coca-Cola, Unilever, Estée Lauder, Ellen MacArthur Foundation and WWF. The two-day process allowed the jury members to touch, feel and experience the designs to help inform their decision on who will receive Gold, Silver, Bronze or Platinum at the Pentawards Gala Ceremony, Magazine London, on Friday 25 October.
In 2024, the Redesign Projects subcategory has gained popularity and the jury has recognised a particularly high level of quality in this area. The subcategory welcomes proposals that have been updated for a particular product or as part of a wider rebranding project. This year's shortlisted proposals include the canned series Marrazzo House by Auge Design y Harvey Nichols Pleasurama by Design Bridge and Partners.
The Brand Identity & Connected Packaging category, which includes Redesign Projects, has seen significant growth overall, with the debut of the Design with Purpose subcategory also proving to be one of the highest-scoring of the shortlisted entries. The new award was introduced following its popularity as a special prize in 2023 and aims to celebrate packaging design that adds additional value to the needs of its target audience, or to those involved in creating the product and who have gone above and beyond to showcase or support social or environmental causes.
The competition has invited a large number of participants who showcase creative, bold and impactful designs that make a difference. Among the finalists are: Rare by KIDS, a limited edition wine of 500 different bottles that brings research into rare diseases to the table. A percentage of the bottles that come out with a defect or a different shape are discarded and are usually returned to the beginning of the production process as raw material.
Another shortlisted project that falls within the Design for a Purpose category is Akamasoa by Las Quinas | Strawberry jamThis product is part of an initiative that encourages Argentine communities to build their own houses and grow strawberries to market value-added products such as jams.
John Glasgow, co-chair of the Pentawards judges, who has been judging this year’s shortlist said: “This year has been very strong across the board in all categories.”
Photo: CASA MARRAZZO CANNED SERIES.
