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1、1Trends Report2024-25OT,BRAND FORMA,KAZAKHSTAN,BRAND IDENTITY&CONNECTED PACKAGING-PACKAGING BRAND IDENTITY PROJECTS-GOLDIntroductionSILVEREvery year,the Pentawards competition receives over 2000 entries from more than 60 countries,giving us sight of the latest,most innovative and influential packagi

2、ng designs from across the globe.This unique perspective enables us to identify significant trends and developments that are shaping and influencing our industry today,as well as emerging trends that are set to impact our network of brands and agencies in 2025.Our annual Trends Report for 2024 revea

3、ls ten key insights into the design direction of the packaging industry,supported by a snapshot of entries that showcase how each trend has been applied.While some trends are brand new,others have been highlighted for their endurance over the past few years developing and progressing as time goes on

4、.With that said,we are thrilled to share our latest trends report with you.The Pentawards Team3A ForewordThis year we also asked our 2024 Diamond winner This Way Up,whose winning design with OGT(One Good Thing)features in the Leave No Trace trend,to give us a thought to share with our community.“Gia

5、nt environmental challenges demand immediate,bold and extraordinary action.But the scale of the problem can leave consumers feeling powerlessly overwhelmed.However,as Van Gogh said:“Great things are done by a series of small things brought together.”As designers,we have the opportunity to design sol

6、utions that will provide everyday opportunities for consumers to help.If we all simply did One Good Thing to turn back the tide of waste blighting our countryside,then the combined result could be positively planet changing.And what if we could do it whilst enjoying a delicious high-protein,naturall

7、y healthy snack,without a wrapper in sight.Worth chewing over.”David PearmanFounding Partner&Creative Director at This Way UpLeave No TracePages 45Solo SymbolicsPages 67The Cube EffectPages 89Designing with ImpactPages 1011Back to the ArchivesPages 1213Art Deco RevivalPages 1415The Influence of Wes

8、AndersonPages 1617Simple Shapes Meet Stand-Out ShadesPages 1819Inspired by PsychedeliaPages 2021Cultural ConnectionsPages 22235Each year we are blown away by designs that help to solve the urgent,critical problems our world is facing-and this year is no exception.Design solutions that leave no trace

9、 of the products existence or re-use waste material to help the world move towards a more circular economy have been highlighted as a key trend from this years entries.Pentawards Diamond award winner This Way Up worked with One Good Thing to create eye-catching branding for the brands edible packagi

10、ng.The idea for the product began when a countryside cycle ride left the OGT founder shocked at the amount of litter spoiling the natural beauty.The completely edible,100%natural replacement for plastic or a wrapper was designed to act as a coating for the snack that would leave no trace.Leave No Tr

11、aceRemarkable innovations in packaging design helping to solve real world problemsWOOL GUSSET ENVELOPEWoola,Estonia SUSTAINABLE DESIGN,PLATINUMONE GOOD THING(OGT)This Way Up,UK DIAMOND-BEST OF SHOW6Another entry used circular design to address the fact that up to 90%of wool goes to waste in European

12、 countries,adding up to 200 000 tonnes of waste every year!Wool Gusset Envelopes were designed by Woola to replace plastic bubble mailers,offering a sustainable way to ship products while protecting them from breakage.Designed by Good Nature Co.,Ltd to help the food industry move towards a more circ

13、ular economy,The Good of Nature-from Earth to Earth is a wholly sustainable packaging design solution.Made from fallen leaves from orange groves,it can be used as natural fertiliser after its primary use.Crafted by a skilled community in the Northern part of Thailand,the packaging also doubles as a

14、freshness indicator,reflecting the oranges age and optimal taste through the leaves colour changes,as well as helping the local community to have a better income and future.Whats Next?Our industry plays such a pivotal role in the global movement towards a more sustainable future.As more regulations

15、are introduced and brands strive to meet sustainable goals,we are sure to see more exciting innovations and creative ideas that will help reduce impact,encourage reuse and recycling,use more bi-products and design for a more circular economy.THE GOOD OF NATURE-FROM EARTH,TO EARTHGood Nature Co.,Ltd.

16、,ThailandSUSTAINABLE DESIGN Food,SILVER“Its exciting to see more packaging designed for a circular economy.These are great examples of where the elimination of problematic packaging can be achieved with a novel user experience,or where bi-products from product manufacture can be utilised to create a

17、 premium packaging with a story to tell.”Mark BuckleyCircular Design Programme Manager at EllenMacArthur Foundation7Moving away from previous trends such as layering that maximises space to include more crafted visuals,designs,logos and copy,Solo Symbolics strips everything back to focus on one bran

18、d signifier.These mono symbols,paired with some impactful design,allow brands to effectively communicate their story while establishing a lasting connection with consumers and increasing recognition.Each variety of Stoney Vineyards wine shows an image of a rock sourced from the site,split to reveal

19、its exceptional interior.This design by Demelza Rafferty embodies Stoneys newfound confidence and the remarkable nature of the product,leaving a lasting impression and elevating its shelf appeal.Complementing the matte and debossed texture of the stone images,bespoke foil colours have been meticulou

20、sly crafted to provide a striking visual contrast.Solo SymbolicsClarity over chaos-striking solo visuals designed to captivate and connect“By simplifying designs down to a single,impactful brand symbol,were seeing a bold new direction in packaging.This approach sharpens the message and creates a str

21、iking visual that cuts through the noise on crowded shelves.For packaging designers,its an exciting opportunity to combine minimalist aesthetics with smart material choices,delivering both standout shelf presence and a memorable brand identity.”Kristiina JaaranenBrand Director at UPMSTONEY VINEYARDD

22、emelza Rafferty,AustraliaBEVERAGES-Wine Dark,CERTIFICATE8Visually impactful,with minimal impact on the planet,Laocoon Wines main feature is a nod to the Trojan priest Laocoon,who was killed by two snakes as he warned the Trojans about the Trojan Horse.Showing how a label can be redefined and premium

23、ized,the sculpted snake adorns the entire bottle of wine like a piece of jewellery and is made entirely of pewter-an infinitely recyclable,water-resistant and non-toxic material.The neck finish,made from paper with recycled fiber content and one-colour printing,completes the responsible packaging by

24、 Alliance Etiquettes.The shapes of craft beers on the market are relatively similar,but Guanlans unique bottle design is eye-catching.The inspiration for the design of Guanlan beer by UNIDEA BANK,is derived from the meaning of the word“guanlan”,which means watching the undulating waves.Whilst struct

25、urally the sides of the bottle are designed undulating rocks,the upper part of the bottle is in the form of a lighthouse,signalling the right direction.Whats Next?This trend has so far made a big impact across the beverages sector and were intrigued to see in which other sector this rule-breaking,st

26、and-out trend will appear next.With re-use firmly on all of our minds,these stylish designs would also not look out of place proudly displayed in homes and reused for other purposes.LAOCOON WINEAlliance Etiquettes,FranceBEVERAGES-Wine Dark,GOLDGUANLAN CRAFT BEERUNIDEA BANK,ChinaBEVERAGES-Beer and Ci

27、der,SILVER9While other trends demonstrate a playful experimentation with shape,the reemergence of cube shaped packaging stood out across categories.Noted in one of our previous reports within Packaging on a Diet trend,we were excited to see how the next generation of cube packaging uses current infl

28、uences to build on its already noted benefits.The Cube Effect not only creates visual stand out within categories,but also hits high on sustainability kudos as it can be shipped in larger quantities due to its shape,giving the ability to reduce a brands carbon footprint.Destiny Spirits launched a ne

29、w concept that comes from the fusion of traditional Italian gastronomy with the most classic cocktails.With designers Supperstudio on board,Giorgios Ricetta was born with graphic design and packaging elements that are inspired by classic Italian food and gastronomic brands,using a ceramic straight e

30、dged bottle and typography and art nouveau style inspired by some of the most historical cocktail bars in Milan and Rome.Australian design studio Denomination used the packaging design for Barossa Distillerys Glaswegian inspired whisky Gallus Barossa as the key to communicating a unique and individu

31、al brand that would appeal to the target audience of highly involved connoisseurs.The name“Gallus”-colloquial for“bold,daring,cheeky”-reflects the Glaswegian inspiration whilst the use of a continuous silicone band to house the branding is an original,daring and somewhat cheeky approach in a categor

32、y full of tradition.Reviving nostalgia,this design for Erzzak Ankara is inspired by old VHS cassettes and their cases.The inner part made of Plexiglas is meticulously designed to comply with food storage standards.Thus,you can use the packaging as an ideal,stylish,and functional storage container fo

33、r your legumes.Designed by MARKA KOCUM with sustainability and reuse in mind,this packaging also reflects your environmental consciousness.The Cube EffectThe practical shape for packaging reimagined with style and nostalgic influenceRICETTASupperstudio,SpainBeverages-Cocktails,CERTIFICATEERZZAK ANKA

34、RAMARKA KOCUM,TurkeyFOOD-Breads,Grains and Pasta,CERTIFICATEGALLUS BAROSSA WHISKYDenomination,AustraliaBEVERAGES-Spirits Dark,GOLD10Babaditto is a natural product design that seamlessly integrates into any living space.The brand identity by HEAZ,symbolised by a soft,rhythmic curve like a“gentle wind

35、”,is enhanced with the other senses,complemented by a subtle and comforting scent,and an aesthetic reminiscent of a babys tenderness and purity.The rounded corners of the products and soothing beige hue evokes a sense of comfort and to distinguish from competitors angular,transparent containers.What

36、s Next?Were looking forward to seeing more cube shaped packaging hitting our shelves,as no doubt the sustainability factor will be a key driver for brands.We also wonder what other shapes will start catching our eye in a bid to create more sustainable transport and supply chains.“The allure of cube-

37、shaped packaging lies in its simplicity.It celebrates a form without overcomplication,allowing design to transform it with minimal moves.Its a form that carries few inherent category associations for the consumer,allowing it to act as a chameleon,flexing across a range of products with maximum stand

38、-out.”Graeme OffordExecutive Creative Director at DenominationBABADITTO BABY CARE PRODUCT PACKAGINGHEAZ,Republic of KoreaHOME,LEISURE&OTHER MARKETS-Household Maintenance,GOLD11One of our favourite trends for 24/25 shows how design can successfully communicate key messages,meanings,and values to cons

39、umers.In bold strokes of genius,this trend,at times,goes beyond traditional norms of packaging design conventions and uses visual cues or storytelling,material choices and design details to create meaningful impact to consumers.In a market that works in series and would never accept bottles of diffe

40、rent shapes,Kids decided to do much more with them,filling them one by one and giving them the value that such unique objects as these“rare”bottles have.Thus arose Raras,a limited edition wine of 500 bottles that puts the research of rare diseases on the table.The unique shape of the bottles,the cha

41、nging typography and the message on the label(as a pendant)invite holders to strike up conversations about wine and rare diseases.Designing with ImpactPackaging design that goes beyond convention to communicate meaningRARASKids,SpainBRAND IDENTITY&CONNECTED PACKAGING-Design with Purpose,GOLD“When pa

42、ckaging design defies convention,its already creating a layer of impact for the consumer,making it stand out beyond its market.When you pair that with meaningful storytelling and beautiful details,youre onto a winning design.”Chloe ScanlanMarketing Manager at Pentawards12With many natural elements a

43、nd iconic illustrations of female pickers,Cleos Tea packaging places emphasis on both humanity and nature.Placing such a human element in such a prominent role is groundbreaking for the tea aisle but designers Brum wanted to colourfully communicate Cleos aims to raise awareness among tea drinkers so

44、 they can make more conscious purchasing choices.The entire packaging breathes the story of Cleos,through illustrations and copy with the back wholly dedicated to storytelling.Godawan is Indias first luxury single malt whisky,created to help save the Great Indian Bustard or Godawan,from extinction.T

45、he design for Godawan 100 Series by Butterfly Cannon raises the profile of the plight of the Godawan through a tangible reminder of their extreme rarity.Each bottle was meticulously hand-etched with unique illustrations of the last living Godawan birds picked out in gold.Making each of the 100 bottl

46、es a one-of-a-kind piece of art that highlights how important every single living Godawan bird is.Whats Next?Going beyond the norms to communicate important messages,raising awareness and encouraging conscious purchasing really highlights the impact packaging has on a product.Designs like these make

47、 us really proud of the industry and we hope to continue seeing packaging being used for good in this way,with more focus on sustainability,inclusivity and giving back to humanity.CLEOS TEABrum Brand and Packaging Designers,NetherlandsBRAND IDENTITY&CONNECTED PACKAGING-Design with Purpose,SILVERGODA

48、WAN 100 SERIESButterfly Cannon,UKBRAND IDENTITY&CONNECTED PACKAGING-Design with Purpose,GOLD13Our re-design category has seen the highest number of entries this year,with a significant number being brands who have gone back to the archives to revive original elements of their design,making the most

49、of their brands heritage.This reflects a wider trend of nostalgia that is driving brands to reflect significant eras of time enabling a more emotional connection with consumers.Established in 1824 by the Agnesi family in Northern Italy,the Agnesi brand has remained steadfast in its commitment to cra

50、fting premium pasta products.To rejuvenate the brands heritage,Auge Design used the sailing ship,an iconic emblem of the brand,as the heart of the packaging for a bold silhouette and a“future-forward”direction.The blue stripes encircling the package are reminiscent of the seas waves,symbolising the

51、ships journey to deliver pasta worldwide since 1824.Pepsi has always pushed culture forward and in taking on its global redesign PepsiCo set out to pay homage to its rich heritage while paving the way toward the future.Diving into their legendary history for the first evolution of the Pepsi identity

52、 in 14 years,they were able to create a fresh look and feel for the iconic brand.Back to the ArchivesRe-designs using brand heritage for greater emotional consumer connectionPASTA AGNESIAuge Design,ItalyFOOD-Breads,Grains and Pasta,SILVERPEPSI GLOBAL REDESIGNPepsiCo,USBEVERAGES-Soft Drinks&Juices,GO

53、LD14Founded in Turin 1857 by Luigi Leone,Pastiglie Leone is an Italian confectionery manufacturer steeped in Italian and family history.The rebrand by Design Bridge and Partners hints at simpler,happier times,masterfully uniting a complex portfolio steeped in heritage and nostalgia with playful char

54、acter quirks.With origins rooted in jazz and artistic flair,PizzaExpress rebrand goal was to reconnect with its iconicity,protecting its dominance in the pizza isle.As the UKs best-loved pizzeria brand,Brandon wanted to leverage the most distinctive brand asset,the filigree.A new artistic illustrati

55、ve style captures the brands art origins while an amplified logo and wordmark communicates the quality of the work at hand.Whats Next?Whether or not re-design ebbs and flows,we think nostalgia is here to stay.Connection to the brands roots,values and heritage tell a story and give personality to the

56、 product.This in turn helps consumers to connect and recognise them,granting them icon status of sorts.These examples strike the perfect synergy between old and new which were sure will continue.“Its great to see legacy brands wash away the generic and instead raid the archives in a classic return t

57、o form.A return to what made the brand distinct can also be a return to the memory consumers have in their heads.Done right,it ring fences a brand from its competitors and becomes easier to come to mind and find in a buying situation.”Matt LurcockCreative Director at Turner DuckworthPASTIGLIE LEONE:

58、LA DOLCE VITADesign Bridge&Partners,UKBRAND IDENTITY&CONNECTED PACKAGING,PLATINUMPIZZAEXPRESSBrandon,UKFOOD-Ready-to-eat Dishes and Fast Food,BRONZE15Heralded as a key interior design trend by experts at the beginning of the year,Art Deco has also reemerged as a popular packaging design choice.The u

59、nmistakable striking geometric structures and opulent colours have brought a welcomed touch of glamour to the drinks sector in particular.Inspired by the iconic Art Deco architecture of 1920s Paris and the tranquil beauty of the Big Sur coastline,the packaging design by Makers&Allies for Rue de Rve

60、captures the intersection of France and California in a textural and dreamy exploration.Featuring an elevated golden embossed arch not only enhances the tactile experience but also transports drinkers to a Golden State of mind with each pour.Similarly,the House of Gatsby by SERIESNEMO takes a contem

61、porary attitude born from the roaring 20s nostalgia.A synthesis of arches and symmetry creates an elevated experience,paired with a usage of modern and traditional materials,intricate ornamentation with geometric details,and bold contrasting colours.Flecha Azuls Tequila,designed by Charmaine Choi,us

62、es a ceramic-looking bottle to reflect the weight of the longer aging process for their Extra Aejo Tequila.Featuring sharp lines and a tall silhouette with graduating blues used to reflect the clarity of the liquid inside.06Art Deco RevivalThe opulence and sophistication of the iconic 1920s era has

63、made a come back RUE DE RVE APRITIFSMakers&Allies,USBEVERAGES-Cocktails,BRONZEHOUSE OF GATSBY,GREAT SPIRITS FOR GREAT PEOPLESERIESNEMO,SpainBEVERAGES-Spirits Collection(Mixed),CERTIFICATE1606“Traditional designs are soothing to look at,but at the same time they have a novelty that cannot be found in

64、 the todays world.Although it is a repetition of tradition and modernity,we must recognize that the trend this time is not merely superficial decoration,but“emotional decoration.”Yoshihiko MiyagiCreative Director at SuntoryFLECHA AZUL TEQUILACharmaine Choi,US Beverages-Spirits Collection(Mixed),GOLD

65、Stepping away from the drinks category,Estoublon evolved from a Provencal estate renowned for its production of quality olive oils and exceptional wines since 1489.A luxury brand symbolising the French art of living,the brand founder projected this rich historical heritage into a new,more lifestyle-

66、oriented imagination.The new products were designed by Servaire&Co with this in mind,resulting in iconic and appetising bottles with a distinct art-deco feel.Whats Next?Classic,striking and undoubtably influenced by the 1920s.Wed like to see this trend utilised in unexpected categories,such as the E

67、stoublon olive oil.While the Art Deco label designs are more niche,we see the structures of the smooth arches and elegant lines that add a premium,elevated finish to the packaging continuing in the market.ESTOUBLON-OVERHAUL OF THE RANGE Servaire&Co,France BRAND IDENTITY&CONNECTED PACKAGING Re-Design

68、,GOLD17Packaging design draws inspiration from all aspects of arts,culture,society and the world around.From Andy Warhol collaborations in the 2022-23 Trend Report,to this year,where Wes Anderson-influenced designs have caught our eye.This stylish and visually exciting trend gives products a retro s

69、tyle with modern appeal while still leaving room for the brands unique personality to shine through.Aiming for simplicity with iconic appeal,Glorias wine-based drinks design draws inspiration from vintage Italian postcards and posters,evoking the essence of summer,relaxation,and a gelato-inspired co

70、lour scheme and typography thats a nod to Wes Andersons style.The design by Studio Size sets Gloria apart from conventional hard seltzers by infusing modern flair with subtle Italian cues.07The Influence of Wes AndersonA nod to the exaggerated,evocative style of the iconic filmmaker“Its exciting to

71、see how this cinematic style creates drama by highlighting only the most essential characteristics of the product.With this trend the staging around the design is just as important as the packaging design itself enhancing the storyline and creating a visually beautiful world.”Denise Llanera-Wittleto

72、nSenior Designer at The National GalleryGLORIA Studio Size,Croatia BEVERAGES-Low and Non-Alcoholic Drinks,SILVER1807In the same breath,Can-Tini draws inspiration from Wes Andersons charm and the timeless cool of 60s James Bond.Saint-Urbains mission for the ready to drink cocktails brand was clear:to

73、 craft a brand identity,packaging system,and animation style that seamlessly blended retro vibes with modern appeal.Xelat is a new brand of ice cream that wanted to communicate its expertise of artisan ice cream,while leaving the traditional and comfortable sector behind.A goal that Brandsummit achi

74、eved with forceful colour contrasts,impressive playful lettering and custom illustrations,especially to bring to life Xelats mascot,his beloved Chihuahua.Obsessed with creating packaging loaded with nostalgia and full of personality to stand out on the shelf,Omni Design created the brand story for P

75、urlom A La Mesa.The combination of bold typography,the use of a vibrant colour palette and illustrations within its graphic system make Purlom an innovative character within a traditionally classic sector.Whats Next?From pastel colours to playful typography and tongue-in-cheek marketing,we love a tr

76、end that exudes personality.With Wes Anderson-mania from the past few years taking over with the release of Asteroid City and the Accidentally Wes Anderson Exhibition,were left wondering what the next pop-culture led trend will be,maybe something more paired back,any guesses?CAN-TINI Saint-Urbain,UK

77、 BEVERAGES Cocktails,CERTIFICATEXELAT Brandsummit,SpainFOOD-Desserts and Sweet Foods,BRONZEPURLOM A LA MESA!Onmi Design,Spain BRAND IDENTITY&CONNECTED PACKAGING -Packaging Brand Identity Projects,GOLD19An evolution from Bold Visuals that featured in our first report is the emergence of striking yet

78、simple geometric inspired shapes paired with bright primary colours.This playful,vivid trend is bringing visually arresting designs across categories.After a successful career in Michelin restaurants,Luciano Monosilio,turned to pasta making.Designed by Dispenser Studio,Pasta Luciano is packaged in b

79、rightly coloured boxes to mirror the liveliness of the man himself,the name of the brand bold and irregular to reflect the out-of-ordinary product.Ami Ami wine is focused on utilising boxes instead of bottles in the effort to reduce their carbon shipping impact.In another simple but striking display

80、,designers Wedge created the packaging with geometric shapes that in turn are used to reflect the name itself.Likewise,BLOCs cocktails for the at-home cocktail enthusiast let the brand name take centre stage with their design.The Bar Brand People used bold typography that can be read both vertically

81、 and horizontally on these stacking bottles,and vibrant contrasting colours to communicate the experimental flavours of the cocktails.08Simple Shapes Meet Stand-Out ShadesPairing striking yet simple shapes with stand-out colours across a variation of categoriesAMI AMI Wedge,Canada BEVERAGES-Wine Col

82、lection(Mixed),BRONZEPASTA LUCIANODispenser Studio,ItalyFOOD-Breads,Grains and Pasta,BRONZEBLOC BOTTLED COCKTAILS The Bar Brand People,Australia BEVERAGES Cocktails,GOLD2008Pioneering ethical trade and sustainability in fine chocolate since 2022,the CHOCOCO aesthetic is playful,vibrant,and soulful.B

83、uddy Creative use geometric style and colour which adds vibrancy and consistency throughout the range.Created by mosi mosi in collaboration with autistic artists,the Petal Dance Tables Bloom Calendar is inspired by the art of floristry.Utilising over 20 Pantone spot colours and vivid florals,from te

84、chniques such as hot stamping,thermos-inking and embossing to bring joy to your desk.Whats Next?The use of bold shapes and primary colours are by no means a new trend,but theyre striking,stand-out and have stood the test of time for a reason.What we really love with a lot of these designs are the co

85、mbination of using simple shapes paired with block colours to let the brand name do the talking.Like with the Bold Visuals trend,will we reach a point of saturation where brands go the other way with softer shades and shapes?Not yet,it would seem“A packaging design system should always be on brand r

86、ather than on trend.When it aligns with the brands personality,bold shapes,typography,and primary colors in a saturated market create an instant visual impact.This trend highlights simplicitys primal appeal,with strong geometric forms and vivid hues communicating confidence,playfulness,and modernity

87、 in one glance.”Neha TulsianFounder&Creative DirectorNH1DesignPETAL DANCE TABLES BLOOM mosi mosi,Hong KongHOME,LEISURE&OTHER MARKETS-Stationery,GOLDCHOCOCO Buddy Creative,UKBRAND IDENTITY&CONNECTED PACKAGING-Packaging Brand Identity Projects,BRONZE21COCA-COLA CREATIONS Y3000 forpeople Ltd,UK BEVERAG

88、ES-Soft Drinks&Juices,SILVERWhether it is reflecting key ingredients or provenance,engaging new audiences or helping portray a futuristic vision.Inspired by Psychedelia demonstrates how brands and agencies are using flashes of psychedelic patterns and colours,reflecting the influential 60s era.It ha

89、s earned its place in our 2024/25 trends report for all the right and very bright reasons!Nio Santo,an orange and turmeric juice for adults contains 10mg of psilocybin,the psychotropic compound found in magic mushrooms.Designed by Javier Garduo Estudio de Diseo,the entire concept is based on a psych

90、edelic mind trip using an optical illusion.The label features laser stamping,embossing and very original die-cutting and is crowned with a stopper as a reference to these mushrooms.The first ever Coca-Cola created by AI,forpeople Ltd designed this new future flavour,remixed from the original taste.M

91、ade from AI text-to-image generators,a twist on the Coke script fizzes with digital connectivity and a bubbly liquid effervescence offers the sensorial feeling of Coke,with a hyper-real futuristic glow.Finished in a bold colour palate design that literally shines and pops on the shelf.09Inspired by

92、PsychedeliaKaleidoscopic patterns and intense colours are transporting consumers into new dimensions“Indulge,fantasise,and escape the blah!Thats exactly what the use of these psychedelia colours and details are all about.Why should a little bit of something you fancy,like food and drink,look and fee

93、l boring?Treats and temptations should be exactly like that.The form and function shouldnt be compromised they should help enhance and captivate it.”Kevin LanCreative Director Design Bridge and PartnersNIO SANTO Javier Garduo Estudio de Diseo,Spain BEVERAGES-Health Beverages,GOLD2209Continuing the t

94、rend in the beverage category,KOI.Tribute to Tokyo and its Contrasts is designed by SERIESNEMO to reflect skyscrapers that line the cityscape.The bottle lights up and pulsates to the sound of music and neon lights as darkness falls,highlighting the luminosity of the ultra-premium vodka within.With a

95、 goal of bringing back the bold,iconic and visionary Harvey Nichols of the 90s,Design Bridge and Partners wanted to appeal to a new generation of luxury customer with the redesigned Harvey Nichols-Pleasurama food packaging.Creating something fresh,daring and contemporary that stepped out of the mark

96、et within the world of food.Whats Next?Its niche,but theres no way youre walking by these designs on the shelf.Appealing to this digital age,we expect to see more of this trend disrupting unexpected categories such as food and home.And in the same thread as Coca-Cola,were bound to see more designs c

97、o-created with AI.HARVEY NICHOLS-PLEASURAMA Design Bridge and Partners,UK BRAND IDENTITY&CONNECTED PACKAGING Re-Design,CERTIFICATEKOI.TRIBUTE TO TOKYO AND ITS CONTRASTS SERIESNEMO,Spain BEVERAGES-Spirits Clear,BRONZE23Cultural influences played a key part in this years entries in a variety of ways.C

98、ulturally influenced packaging designs bought to life rich heritage and historical influences,but also designs that reflected a true understanding of cultural nuances in different target markets.Both ways enabled connections to be created with target audiences.Lettera7 combine coffee culture with ae

99、sthetic culture,for Trucillos Estatico-out of ones senses.The packaging is designed as a synaesthesia between ecstatic geometric shapes and tribal symbolisms,that tell the stories of farmers in Honduras,Brazil,and Guatemala.The visuals created and imprinted on a canvas wrap,represent and describe th

100、e fleeting memories and sensations stored during meetings with the coffee farmers of the individual South American countries.For Sensory Odyssey from Africa to the World,Retbaas mission is to promote African local products and provide real development opportunities to the communities while protectin

101、g the environment.Each creation tells a story,honouring the African continent and inviting us on a sensory odyssey,with a Parisian touch.The brand is committed to authenticity,responsibility towards local producers,and quality through the traceability of its products,while incorporating the latest t

102、echnological advances to ensure the quality of its creations.10Cultural ConnectionsHighlighting cultural connections to communicate both heritage and cultural nuances SENSORY ODYSSEY FROM AFRICA TO THE WORLDRetbaa,SenegalFOOD-Spices,Oils,Sauces and Spreads,GOLDECSTATIC-OUT OF ONES SENSESLettera7,Ita

103、lyBEVERAGES-Tea and Coffee(Dry and Capsules),SILVER2410The Pack by Kotex is not only a period product,but an education platform,educating South African girls through the physical:Period kit,posters,leaflets and digital:an online community.Featuring a reusable tin,The Pack,designed by Pearlfisher ado

104、pts a gamified aesthetic thats relevant,fun and engaging to connect with Gen-Alpha,stepping away from the usual discreet and naive aesthetic given to period products.Designed by Brand Forma,OT is a brand of condoms aiming to tackle the issue around the absence of comprehensive sex education,gender i

105、nequality,and a culture of shame in Kazakhstan,redefining sexual culture through design and communication.With O representing the woman and T representing the man,the OT brand strives to be not just a product,but also a symbol of harmonious and healthy relations between the genders,promoting the pri

106、nciples of equality and mutual understanding in the intimate sphere.Whats Next?As designing with purpose is at the forefront of our minds,this trend puts cultural connection,heritage and education alongside brilliant design in an authentic way.Not only do these type of designs highlight the nuances

107、in different cultures,but more often than not they help a real-life problem.Its brilliant that this is what packaging design can have a part in and its important that this continues help solve a real-life problem.“It is evident that packaging,as a powerful means of communication,can help convey cult

108、ural and social issues.Telling us stories about a products origin,raising awareness about the importance of protecting the environment,or speaking to us openly about traditionally taboo topics,such as sexual matters,are just a few examples.”Alberto CienfuegosPartner and Creative Director at Lavernia

109、&CienfuegosOTBrand Forma,KazakhstanBRAND IDENTITY&CONNECTED PACKAGING-Packaging Brand Identity Projects,GOLDTHE PACK BY KOTEXPearlfisher,UKBODY,HEALTH&BEAUTY-Health Care,SILVERFounded in 2007,Pentawards is the leading global platform and community for packaging design.Committed to recognising excell

110、ence in design,Pentawards provides a source of inspiration and connects people from across the world through its annual competition,gala ceremony,international conferences,digital events,books,social platforms and more.Find us on our socials pentawards,or find out more at About Pentawards60+Countrie

111、s take part annually2,000+Entries in 2024,of which over 700 were shortlisted50+International Jury MembersCHLOE SCANLAN Marketing Manager JENNIFER CLEMENTS Senior Project ManagerANNA SAELI Senior Marketing ExecutiveADAM RYAN Head of PentawardsDESIGNER Aimee BishThe Pentawards JuryTDC PRContributorsThanks to our sponsors