26th September 2015
Truly global, the competition touches down every year in a world-class city. After Monaco, Brussels, Shanghai, New York, Paris, Barcelona and Tokyo it was London's turn.
297 designers and brand owners from 33 countries were present in the Jarvis Auditorium at the Royal Institute of British Architects (RIBA) for the official Pentawards 2015 awards ceremony.
The ceremony was hosted by Antoinette Lemens, Director of Antoinette Lemens Executive Search working in Paris and abroad, and Jean Jacques Evrard, co-founder of the Pentawards.
Gérard Caron, President of the Pentawards Jury, Moyra Casey (Afterhours - UK) and Asa Cook (Design Bridge London - UK) both Pentawards jury members declared the 9th ceremony officially open.
The winners came on stage to receive their gold, silver and bronze awards.
5 winners received the Platinum Pentaward crowning the best of all 5 major categories and of course as a highlight, the prestigious and unique Diamond Pentaward was presented this year to Established NYC (New York USA) for a superbe range of lipsticks, branded Marc Jacobs.
This ninth edition of the Pentawards received 1668 entries from 5 continents and 52 countries. Despite the global economic crisis and the widespread cost reduction that goes with it, this year's Pentawards competition shows an increase of nearly 10% in enrollment over the previous year.
In addition to the Diamond Pentaward and the 5 Platinum Pentawards, the international jury also awarded 46 Gold Pentawards among the 55 categories competing this year. Silver and Bronze Pentawards were also presented. In total, 28 countries are represented among the winners.
These most beautiful packaging designs in the world can all be seen at www.pentawards.org.
Marc Jacobs Beauty Line created by the New York agency Established.
DESIGN OF A NEW COLLECTION OF PRODUCTS IN THE MARC JACOBS BEAUTY LINE, TWINKLE POP EYE STICK, KISS POP COLOR STICK AND SMART WAND TINTING FACE STICK. WITH ALLUSIONS TO CRAYONS AND PAINT STICKS, THE DESIGN OF THE LINE CREATES NEW AND PLAYFUL WAYS TO PUT COLOR ON YOUR FACE.
One thing is certain, looking at this ninth Diamond Pentaward and the other eight which have preceded it since 2007, we note each time that the Pentawards international jury crowns a packaging design that stands out by its simplicity. These 12 indisputable professionals of packaging design and their president echo Mies van der Rohe and his famous motto "less is more" as well as Antoine de St Exupéry who wrote: "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to remove."
The designs for lipsticks and lip liners in the shape of stylized pencils, made of sublime metallic material, plainly demonstrate the unique specificity of the product. A remarkable achievement in creative simplicity by the New York agency ESTABLISHED.
In addition to the Diamond Pentaward trophy, Established received a copy of the Esko Suite 14 software worth €5,000, an amazing programme for design and visualization, specially created for high performance packaging.
For the sixth time, Sleever International, a pioneer and world leader of the sleeve concept, presented a special award to the most remarkable creation of limited and collectors editions of the Pentawards 2015. The prize worth € 5,000 went to the British agency JDO Brand Design & Innovation for the creation of a bottle and box for elitTM -Stolichnaya Vodka. SEE IT HERE
elitTM by Stolichnaya is the most prestigious vodka brand in the world.
This is the latest and final edition created in the elitTM PRISTINE WATER SERIES: the Andean Edition. First introduced in 2011 with the Himalayan Edition, followed by the New Zealand Edition in 2013, the elitTM PRISTINE WATER SERIES captures the brand's unrelenting pursuit of liquid perfection. This edition sources water from the clear waters of Colico Lake in Chile, fed by a natural spring flowing from the foothills of the Andes Mountains.
With only 250 bottles made for global distribution, this very limited edition spirit is the jewel in the crown of the series of unique vodkas, the final elitTM PRISTINE WATER edition needed to be the ultimate expression of the elitTM by Stolichnaya series.
Every exquisite bottle is sealed with a silver medallion encircled with gold thread and crowned with a shimmering ruby depicting the flame of elitTM by Stolichnaya.
The bottle is then nestled in a handmade case, carved from sustainably sourced Chilean black cherry wood and lined with leather. JDO’s inspiration came from the native woods and the hand-beaten silver of the local Mapuche tribe who attribute their very good health to the pure water of the lake.
The elitTM PRISTINE WATER SERIES is retailing at €3,000 per numbered bottle (250 bottles worldwide).
Luxepack also awarded a special prize for the best creation of the Luxury category, the luxurious box of Martell cognac produced for the tricentenary of the famous house created by the French agency Partisan du sens who, in addition to their Platinum Pentaward, were offered a stand at the next Luxepack show to be held in Shanghai in March 2016. SEE IT HERE
Since 2014 a special prize has been awarded to a particular style or area of specialisation. After a trophy awarded to the most fun package (presented in Tokyo in 2014), a special Gold Pentaward was awarded in London to the best REBRANDING of the year. It was won by the Turner Duckworth agency for their remarkable redesign work for the Miller Lite range, intended for the North American market.
Miller Lite is the USA’s 3rd largest beer brand selling over 13 million barrels a year. The brand was the first light beer, creating the light beer category.
But with sales in 5% YOY decline, from a combination of increased competition from artisan beers and a decline of the category as a whole, Miller Coors briefed Turner Duckworth to radically redesign the brand to attract new consumers. The designers looked to the history of the brand to inspire a solution. The existing packaging didn’t relate to the original promise of great tasting beer with half the calories. They redesigned the original 1970’s Miller Lite packaging in a modern way by introducing new elements that would allow a brand to be built for the 21st century across all media.
The redesigned original Miller Lite 1974 heritage beer can formed the basis of a rich and layered visual identity system that spans packaging design, tap handles, glassware, special editions, promotional packaging, digital and more. The identity embraces redesigned Germanic typography and beer crest which elevates originality and the high quality ingredients, whilst also building a new set of components including our iconic wallpaper, typography and monogram to add depth to the visual identity.
Those key visual components are modified to create special packagings for NASCAR, baseball and ice hockey promotions, keeping them looking consistent with their identity yet different enough to gain interest and impact.
For the 4 consecutive years, Pentawards are also open to conceptual packaging designs developed by professionals and by students. This particular competition judges futuristic projects and packaging ideas which have not been marketed or can't be manufactured yet. This category is an instant success and the conceptual packaging designs recompensed by the Pentawards jury show the scope of creativity, and suggest a future of attractive and clever innovations in the field of packaging design.
Students who are pursuing their studies at design schools in France, Russia, USA, Spain and India have won prizes at the Concept Pentawards this year, showing the quality of teaching design at a global level.
During the 9th Pentawards Trophy Ceremony a special Pentaward (the President of the Jury Prize) was awarded to Design Bridge.
About Design Bridge… by Design Bridge
"Design Bridge is an independent brand design agency. There is quite a lot that makes us who we are, in fact we've even written a book about it, but we'll keep it simple and short for now. So a few facts: we are now well into our 3rd decade and have grown studios in London, Amsterdam and Singapore and have recently opened an office in New York.
Craft is a passion of ours, it's what can make the difference between ordinary and extraordinary. Craft however takes many different forms. It can be delicate precision of the lettering artist, the rigorous art direction of photography, the dedication to colour matching, or a subtle play on words — the list is endless. Originality. It's blindingly obvious really, but original thinking is at the heart of what we do and cannot be compromised.
Storytelling. It's a bit of a popular word in the branding world at the moment but we've been doing it for years. Brands need a unique story, they need something that connects with people, and we need that story to start designing. Often, it's already there - sometimes we have to really dig it out. It can be very simple or very deep and rich but either way it needs to be good. We bring these stories to life in a way that people 'just get it'."
Jeremy Lindley - Global Design Director at Diageo - receives, on behalf of Johnnie Walker, The Brand of the Year Pentawards Trophy for consistent excellence in creativity at the 9th Pentawards Ceremony.
Every year for the last 5 years, the founders of the Pentawards, Brigitte and Jean Jacques Evrard, award a big brand with a Special Pentaward. After Coca-Cola in 2011, Veuve Clicquot in 2012, Absolut Vodka in 2013, Milka in 2014, the founders' Pentaward goes to the Johnnie Walker brand this year.
Few brands can boast of having been able, over the years, to maintain their authenticity and retain their "DNA" while being creative, in spite of the many people who have been responsible for their graphical evolution. On the brand's official website, we learn of the birth of little John Walker in 1805. He established his legend twenty years later and then passed the baton to his son Alexander who was a visionary and wanted a graphic identity away from the Scottish tartans and fields of heather. He registered the Johnnie Walker slanted label in 1877, the very same which is still specific to the brand today. In 1879, the brand won its first award in Sydney. In 1906, Johnnie Walker became available in versions 3, 6, 9 and 12 years of age, each with its own colour, White, Red and Black. Moreover, it is under "colours" that the different types of scotch of the famous brand are still presented. In 1908 the "Striding Man" is created by illustrator Tom Browne. This distinctive figure became (and still remains) one of the very first advertising icons. In 1860 the square bottle was introduced and became the standard format in 1920, remaining part of the DNA of the brand to this day. It also has the advantage of taking up less space and better protecting bottles from shocks during transport. Today, Johnnie Walker is part of the Diageo group, world leader in the alcohol and spirits market. Since the creation of Pentawards in 2007, Johnnie Walker has won no less than 11 trophies. And today, Johnnie Walker receives the Special Pentaward Founders' prize... Keep Walking Sir !!!
Kevin Shaw, founder of Stranger & Stranger agency present in London, NY and San Francisco Pentawarded Designer of the Year! Kevin is a master of typography, an expert in illustrations, with a very personal talent thereby combining antique prints and contemporary illustrations.
He is one of the few if not the only one to have developed a particular style (sometimes copied, never equaled) that makes these creations bear his mark. He has received dozens of awards around the world and Jean Jacques & Brigitte Evrard, founders of the Pentawards, are both proud and honored to hand this Special Pentaward, Designer of the Year, to Kevin for his outstanding creativity throughout his career.
TASCHEN, known around the world for the quality of its art books, will publish a fourth volume on the Pentawards in 2016. After the resounding success of the first three books entitled "The Package Design Book" which were the top sellers for several weeks at TASCHEN's, this fourth edition, which will include the winners of Pentawards 2015 and 2016, is a recognition of the quality of the international competition. Above all, it is a wonderful showcase for the winners of Pentawards, which gives them a means of globally broadcasting their expertise in packaging design, in addition to the claim of having won an international trophy. This reference book will be available from November 2016 in all the beautiful TASCHEN shops, in London, Paris, New York, Berlin, Copenhagen, Cologne, Hollywood, Miami, Brussels, and also in many quality bookshops around the world as well as on the web.
Enrollment in the 10th Pentawards will be open from 7th March to 22nd April 2016. All relevant information to register for this international competition dedicated solely to packaging design is available on this site.