Photo: Ecoalf. Now in its seventeenth edition, the contest Pentawards 2023 received more than 2000 entries from more than 60 countries on all continents. Of all the entries, more than 600 were shortlisted by the competition's international jury and revealed earlier this year.
The agencies that have won the most awards include Backbone Branding, James Cropper, Auge Design and Estudio Maba, with more than 5 awards each.
This year's special awards were also presented, recognizing notable achievements in packaging design by individuals and agencies:
– Best use of color – ISTRIANA by Studio Tumpić/Prenc
– People's Choice – HONEYSTY by Supperstudio
– Educator of the Year – ELISAVA
– Design with purpose – BOSAI GIFT from Drawrope
– Design Agency of the Year – Auge Design sponsored by KURZ
DIAMOND – BEST OF THE SHOW: CASA MARRAZZO 1934, Auge Design
Casa Marrazzo, an Italian sauce producer, commissioned Auge Design to create a unique line of premium products in a custom jar. Drawing from the brand's heritage, the visual identity developed was the “Collezione Casa Marrazzo 1934”, which features a sophisticated design with large objects screen printed on transparent glass. Custom caps and a distinctive palette distinguish each product, while gold-printed labels and a screen-printed illustration enhance shelf appeal, creating an authentic, premium packaging design.
BEVERAGE PLATINUM: Lagg Whiskey, Stranger & Stranger
The bottle bears a circumferential inscription reflecting the setting of the LAGG distillery, encompassing the two mountain ranges and coastal waves of the Isle of Arran. Its characteristic rounded closure pays homage to traditional tools and symbolizes the island's centuries-old practice of cutting peat. Amid challenging but rewarding work, the brand captures determination and boldness, reflected in the exceptional profile of this island whiskey. The LAGG brand completes a packaging that honors the origin of whiskey, prepared to safeguard the best results that the environment has to offer. The Kilmory and Corriecravie editions feature delicate watercolor illustrations, subtly evoking the softer peated style of these whiskies.
BODY, HEALTH & BEAUTY PLATINUM: Daydream Fragrance Collection for BY FAR, VV Creative sponsored by Derprosa
When creating the Daydream fragrance collection for BY FAR, VV Creative prioritized consumer interaction. The innovative solution differs from conventional perfume bottles and features a refillable, customizable and portable bag charm. It functions as a fashion accessory and aligns perfectly with the brand's entry into the beauty market, promoting fragrance exploration alongside its core handbag categories. With modular design principles offering 168 combinations, consumers can customize scents, colors and straps, encouraging individual expression. The rechargeable feature improves sustainability, supports interactive engagement, and simplifies end-of-life recycling.
BRANDING & CONSUMER PLATINUM: BIGFACE Coffee Packaging, Zenpack
In its effort to transcend coffee packaging regulations, the agency is venturing into uncharted territories. The result was a digital-age brand, born from Miami Heat All-Star Jimmy Butler's hotel room coffee initiative during the 2020 NBA bubble. BIGFACE, his brainchild, uniquely communicates from all the angles, with precision in the design with flat corners with double folds and a luxury packaging aesthetic. Exterior labels offer insight, while a QR code allows consumers to explore details of the farm through satellite imagery. Silver, black, and white boxes house distinct roasts, each encased in semi-translucent bags for a visually captivating experience.
FOOD PLATINUM PLATINUM: PICK UP! GLOBAL RELAUNCH, Auge Design
PICK UP!, the young addition to the Bahlsen family business, celebrated its 22nd birthday by adopting its defining feature, The Knack. With a focus on both the physical and attitudinal aspects of The Knack, four distinct flavors were introduced, each distinguished by vibrant colors in various pack sizes. The standard yellow hue was revitalized to give it a more youthful appeal, allowing her personality to be showcased within the family line. A modernized logo, inspired by '90s design, solidified PICK UP!'s vibrant, youthful image. in the competitive market.
HOME, LEISURE & OTHER MARKETS PLATINUM: Mi Earphones Explore, Xiaomi
The packaging of Xiaomi's Mi Headphones Explore, designed with a minimalist approach, addresses the complexity of bone conduction technology. Breaking with traditional geometric shapes, the packaging uses molded natural fiber, enveloping the product organically and minimizing the use of material. High-frequency welding technology is used to reduce glue and plastic auxiliary materials, improving sustainability. Made from bamboo and sugarcane waste, the packaging ensures effective display and protection while minimizing space and the use of degradable materials. The production process is optimized for minimal labor and energy consumption, promoting automation, and after use, the packaging is completely degraded through treatment.
PROFESSIONAL CONCEPTS PLATINUM: Cute Cure Healing Kit, voluntary initiative Cute Cure
CUTE CURE, a nonprofit initiative, strives to help children in long-term care by transforming medication into a comforting and motivating experience. Research involving children, parents, doctors and psychologists revealed the need for a story-based solution. The innovative packaging system features animal-themed covers for various medications, incorporating motivational stories and super-powered stickers to make medical procedures fun. Designed for sustainability, the CUTE CURE kit is reusable and serves multiple purposes, such as holding different medications or transforming into a paper toy or room decoration. Each pack includes an art therapy coloring space, turning Cute Cure characters into super-powered healing heroes for kids.
SUSTAINABLE DESIGN PLATINUM: ECOALF, Lavernia & Cienfuegos sponsored by UPM Raflatac
Ecoalf, the Spanish sustainable fashion brand known for using plastic recovered from the ocean in its fabrics, has expanded into personal care. A commitment to environmental responsibility guided the entire process, involving collaboration in product development and formula creation. The resulting line features multifunctional products with eco-friendly ingredients, presented as solid or powder alternatives that eliminate water content, reducing weight and CO2 emissions in transportation. The switch from plastic bottles to reusable aluminum packaging contributes to a lighter and more sustainable packaging approach, all made from eco-friendly materials. Packaging graphics serve as a communication tool, educating customers about smart consumption.
NXT-GEN, BEST STUDENT WORK: Muety, Kuwasawa Design School
In the students' graduation project, the focus was on the theme of “vital beauty.” With a personal affinity for mushrooms, they conceptualized a skincare product called “Muety,” emphasizing the fusion of mushroom elements with beauty. Inspired by the distinctive curves of mushrooms, the bottle design reflects a dynamic sense of variation and vitality. By opting for a white gradient, the packaging exudes a clean and transparent aesthetic. Its goal was to ensure quick recognition of key product features through a simple design language.
