DIAMOND PENTAWARD 2011

BEST OF THE SHOW

Brand: Ramlösa

Entrant: NINE

Country: SWEDEN

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www.nine.se

www.carlsbergsverige.se

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About the Best of the Show – Diamond Pentaward 2011

Ramlösa premium PET* bottle designed by NINE, Sweden

The Swedish mineral water Ramlösa was facing some real challenges in the beginning of 2010, with an iconic premium bottle shape in glass that was much too heavy for transport and with too high costs in terms of production and environmental impact.  The obvious choice was to design a new bottle in PET, but would high-end customers accept a premium product served in a plastic bottle?

The producer Carlsberg Sweden gave design – and innovation agency NINE the task of designing a new bottle for the premium version of Ramlösa, in the more environmentally friendly material PET.

Please find the intriguing story of the old Swedish brand Ramlösa, as well as the challenging task to develop a new packaging format that changes the perception of PET as possible premium material, below.

THE MAIN CHALLENGE FOR NINE,  DESIGN – AND INNOVATION AGENCY:

Investigate and identify a design solution for Ramlösa PET that conveys premium quality and can change the perception of PET as an ordinary material which customers have today.

Environmental gains with new bottle !

The transported packaging weight was immediately reduced by approximately 90% for bottles, which resulted in lighter and faster transportation.  The transportation of empty glass bottles from England was discontinued.

The production of PET uses approximately 65% less carbon dioxide than glass, which is a direct environmental improvement for the new packaging format.

The Ramlösa History

Ramlösa is a natural mineral water, originating from the ancient spring Ramlösa Hälsobrunn in the southern part of Sweden.

The spring was found by a German physician named Johan Jakob Döbelius, who arrived in Sweden by accident at the beginning of the 18th century. Döbelius’ original destination was England, but due to extreme weather the ship stopped in Gothenburg on the Swedish west coast. Döbelius remained in Sweden as a district medical officer and spread the word widely about Ramlösa’s unique water while travelling.

In a brochure from the time he described the phenomenon of the water, which was said to be able to cure everything from dizziness to scurvy. Even before Döbelius, Ramlösa Hälsobrunn was well-known for its nutritional water. Soldiers with iron deficiency often came there to drink the water.

“ The successful launch of Ramlösa in a unique premium PET bottle has increased the number of our customers by 16%, and the more environmentally friendly packaging has been an important step in our CSR work.”

Paul Davies, Marketing Director, Carlsberg Sweden

In addition to the Diamond Pentaward trophy, NINE received the amazing EskoArtwork Suite 10 software, one of the most powerful design and visualisation programs, worth €5,000.

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PLATINUM PENTAWARD 2011

BEST THE BEVERAGE CATEGORY

Brand: Heineken – STR bottle

Entrant: dBOD

Country: THE NETHERLANDS

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www.dbod.nl

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About the STR Bottle, Platinum Pentawards, Best of the Beverages Category:

Heineken launched the new STR Bottle in New York and Los Angeles. dBOD used state-of-the-art techniques to create a spectacular surprise revealed by UV light. We applied this cutting-edge technique on a new aluminium bottle for Heineken, which was introduced in nightclubs. The trendy, minimalist design on the aluminium bottle emphasises the broad position that Heineken occupies.

“The bottle was inspired by dark nightclubs which have black lights to light up the dance floor. With light shining through the new Heineken bottle, it suddenly illuminates and reveals hidden stars and other squiggly designs. Drinking a Heineken never looked so cool!

Through the use of groundbreaking UV ink technology, the STR bottle brings a new level of excitement in the world’s top nightlife venues. When exposed to UV black light, hidden ink suddenly flares up on the 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.

The STR bottle has launched succesfully in 40 markets so far and has become the ultimate must have bottle in exclusive nightclubs around the world. In addition, the STR bottle received lots of attention in the press.

PLATINUM PENTAWARD 2011

BEST THE FOOD CATEGORY

Brand: Panda Liquorice

Entrant: Cowan

Country: UK

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www.cowandesign.com

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About the Platinum Pentaward, Best of the Food Category:

The Panda brand was established in Finland in 1927 and has been in the UK for 25 years, predominantly in the health food area. With the growth of competitive traditional soft liquorice brands in the multiples, the brand wished to launch two traditional soft sku’s, Original Black and Raspberry. Targeted at traditional liquorice lovers, foodies who are often older, and younger adult sweet buyers alike, the brand needed to create a visual language that would differentiate from its health food offering and work in the mainstream market. It needed to stand out from the crowd, communicate softness and heritage and appeal to a wide group.

The immediate competition is a mix of ‘traditional’ brands and the more mainstream sweetie players. Cowan was wanted to evoke emotion – but reinterpret ‘old fashioned’ as ‘nostalgia.’ Taking ‘soft spot for nostalgia’ as our core thought, Cowan created a more emotive and appealing brand that would have broad appeal. Their key visual equity, beyond the logo, was the Panda bear. Cowan set about giving him a personality and a role. As pandas evoke the ‘ahh’ factor, are long associated in the memory, emotive and ‘soft’, the solution was to literally make him the face of the brand. This gives a strong, differentiated look, which has great shelf standout, yet the pack itself conveys softness, even an innocence for simpler times.

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PLATINUM PENTAWARD 2011

BEST THE BODY CATEGORY

Brand: Görtz 17 – Shoelace Box

Entrant: Kempertrautmann gmbh

Country: GERMANY

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www.kempertrautmann.com

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About the Shoelace Box, Platinum Pentaward, Best of the Body Category:

The first recyclable shoebox that makes the plastic bag unnecessary.

Marketing objective: Create a shoebox for Görtz 17’s Converse Collection to engage consumers at the point of sale.

Strategy: To boost the sales of a stylish shoe that’s already a cult product, we created new packaging that made the brand even more desirable in terms of look and functionality: The first recyclable shoebox that makes the plastic bag unnecessary. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces. The series consists of five colour-coordinated designs that match perfectly with Görtz 17’s Converse Collection.

PLATINUM PENTAWARD 2011

BEST THE OTHER MARKETS CATEGORY

Brand: Morrisons – Laundry Care

Entrant: Stocks Taylor Benson

Country: UK

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www.stbdesign.co.uk

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About Morrisons – Laundry Care, Platinum Pentawards, Best of the Other markets Category:

Laundry care is a complex segment. With a huge array of product types and product formats, the key to solving the brief was to clarify and simplify on-pack messaging and create shelf standout for consumers.

The various product types (e.g. Bio, Non Bio, 2 in 1s and Colours) and their benefits are the key messages. Then within each type a variety of different formats are available (tablets, capsules, powders, liquids and gels and super concentrates).

Steering away from the rather dated category norm imagery of flowers, butterflies, mothers hugging children and scientific whooshes, the revamped range focuses on a simple, strong design concept that mimics fabric care labels found on clothing. This ties the complete range together and still allows for the important differences between product type and format to be clearly identified.

This ‘label’ design concept cleverly allows further key messages to be conveyed. The background fabric changes for product type. For example, a soft fleece fabric is used for Non Bio. Secondary messages, such as number of washes and washing temperatures, are displayed as icons done in the style of washing instructions found on clothing labels.

In a world populated all too often with copycat design when it comes to own label packaging, the goal was to break convention and create category busting designs that will clean up against the competition.

PLATINUM PENTAWARD 2011

BEST THE LUXURY CATEGORY

Brand: Marc Jacobs – Bang

Entrant: Harry Allen Design

Country: USA

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www.harryallendesign.com

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About the Platinum Pentaward, Best of the Luxury Category, Bang of Marc Jacob:

To capture the complex essence of Marc Jacob’s new men’s fragrance, Harry Allen went back to basics. The design brief provided the name, BANG, and a request that the bottle be both whimsical and manly. Harry Allen and his team distilled the brand message to its core when they took hammer to metal. The form is digitally lifted from a piece of metal that Harry struck with a hammer in his studio. The impact is honest, spontaneous, masculine and fun.

Luxepack special prize

Luxepack also gave a special prize for the best creation in the Luxury category, the Bang bottle of Marc Jacobs, created by Harry Allen Design (New York) which in addition to its Platinum Pentaward, was offered a stand at the next Luxepack fair that will be held in Shanghai in April 2012.

Gold Pentaward 2011

Beverages

Water

Brand: Seryab

Entrant: R2H (UK) Ltd

Country: RUSSIA

Web: www.seryab.ru

Gold Pentaward 2011

Beverages

Soft drinks & juices

Brand: Hoogesteger – Fresh Fruit Juice

Entrant: Design Bridge Ltd

Country: UK

Web: www.designbridge.com

Gold Pentaward 2011

Beverages

Coffee & Tea – RTD

Brand: Paris Baguette – Cheeky

Entrant: Karim Rashid Studio

Country: USA

Web: www.karimrashid.com

Gold Pentaward 2011

Beverages

Coffee & tea (dry and capsules)

Brand: Level Ground Trading

Entrant: Subplot Design

Country: Canada

Web: www.subplot.com