Gold Pentaward 2010

Beverages

Coffee & Tea  (RTD – ready-to-drink)

Brand: Pour TE
Entrant: Identity Works
Country: SWEDEN
www.identityworks.se

Gold Pentaward 2010

Other Markets

Distributors’/Retailers’ own brands

Brand: Homebase – Grow Your Own
Entrant: Turner Duckworth: London & San Francisco
Country: UK
www.turnerduckworth.com

Diamond Pentaward 2009

Best of the show

Brand: Kleenex – Slice of Summer

Entrant: Kimberly-Clark

Country: USA

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About the Best of the Show – Diamond Pentaward 2009

The greatest creative ideas are also the simplest. There’s nothing more banal (hygienic and practical) nowadays than paper tissues. Kleenex has emerged as the uncontested leader in this field. Up to now, the boxes too were banal, at most decorative. But now Kleenex (Kimberley-Clark Corporation) has broken the code and offers a fresh combination of structure and graphics in perfect harmony, christened “slice of summer.” A triangular box superbly illustrated – by Los Angeles-based illustrator Hiroko Sanders – with juicy fruits, watermelon, orange or lemon that look enticing enough to eat!

The international jury of the Pentawards made no mistake, because without any consultation, each of the 12 members and the chairman gave this creation the highest marks.

Here are the thoughts of Lars Wallentin, one member of the Jury:

“A professional designer appreciates something that is attractive, surprising, new, simple and devoid of useless information. The Kleenex “slice of summer” boast all of this at once. This packaging shows great maturity, because the consumer is not bombarded with information that he neither really needs nor wants.

I would like to have these Kleenex boxes on my desk, in the kitchen, in my car. I find them very attractive, full of joy and freshness. I want to go out and buy this packaging. And I wish to thank Kimberly-Clark. Because I am a packaging design professional, but also a consumer.”

Platinum Pentaward 2009

Best of the category Beverages

Brand: Coca-Cola – Summer 2009 Packaging

Entrant: Turner Duckworth: London & San Francisco

Country: UK & USA

Website: www.turnerduckworth.com

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The BEVERAGES Platinum Pentaward went to a series of 5 Coca-Cola special summer 2009 tins, designed by the Anglo-American agency Turner Duckworth London & San Francisco.

A red print on metal, which features joyful and optimistic scenes of the North-American summer culminating on the national holiday of the 4^th of July: BBQ, Rayban, beach ball, surfboards, stars and stripes.

The Coca-Cola logo is used very creatively each time. Everything is easily adaptable to all promotional material, T-shirts, caps, beach towels, etc. to create a perfectly integrated marketing campaign.

Platinum Pentaward 2009

Best of the category Food

Brand: Kanpyo Udon

Entrant: Nosigner

Country: Japan

Website: www.nosigner.com

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The FOOD Platinum Pentaward went to the Nosigner agency of Tokyo (Japan) for their packaging of a new type of Udon noodles.
They are made from the wheat flower blended with dried vegetable marrow.

The packaging design is an amusing combination of the shape of a pumpkin and fresh noodles. The style evokes a non-industrial product, quite luxurious, and yet affordable.

This design breaks the mould of what has been traditionally done in Japan for this type of product.

Platinum Pentaward 2009

Best of the category Body

Brand: Living Proof – No Frizz
Entrant: Wolff Olins
Country: USA
Website: www.wolffolins.com

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The BODY Platinum Pentaward went to the Wolff Olins agency of New York (USA) for Living Proof, No Frizz, a line of silicone-free, straightening hair-care products. The design is very refined and sober. It draws inspiration from upmarket cosmetics. Shiny white covers with a mouse-grey, mat content. The lettering is also very sober. All this packaging clearly differs from other hair products available on the market or in hairdressing salons.

Platinum Pentaward 2009

Best of the category Other Markets

Brand: Petrocoll – Spatula Putty
Entrant: Mouse Graphics
Country: Greece
Website: www.mousegraphics.gr

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The OTHER MARKETS Platinum Pentaward went to Mouse Graphics in Athens (Greece) for a line of Petrocoll cement bags. The mould can be said to have been broken for this type of product, found mainly at construction sites. The aim of the agency was to create a design for Petrocoll that broke radically with its competitors, and thus get the brand much talked about. The design features elegant, non-provocative female figures. The risk of slipping up was quite great, actually.

Platinum Pentaward 2009
Best of the category Luxury

Brand: Pernod Ricard – L’Or de Martell
Entrant: Dragon Rouge
Country: France
Website: www.dragonrouge.com

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The LUXURY Platinum Pentaward went to Dragon Rouge Paris (France) for L’Or de Martell, a very luxurious design bottle for an exceptional cognac. With this ultra upmarket product, Martell pursues its development strategy in the luxury market to meet the extremely exacting demands of elites that share different cultural environments (Russia, China, Asia). This bottle is the perfect combination of creative and technical prowess, as it was developed in close cooperation with the Cristallerie de Sèvres. It comes in a case that expresses the sophistication of the brand. Made in a very limited edition, each bottle is sold for €3,000.

Gold Pentaward 2009 – Beverages
Water

Brand: Isklar
Entrant: Blue Marlin Brand Design
Country: UK
Website: www.bluemarlinbd.com

Gold Pentaward 2009 – Beverages

Juices

Brand: 12 Inches
Entrant: War Design
Country: Australia
Website: www.wardesign.com.au