Exclusive First Look At the Pentaward Winners: Bronze

This is the second in a series of posts featuring the Pentawards winners. The Pentawards are the first and largest international package design awards devoted to packaging design in all its forms. The winners receive bronze, silver, gold, platinum or diamond Pentawards according to the creative quality of their work.

BRONZE PENTAWARD 2011
Retailer: Balea
TREND IT UP
Category: BODY
Agency: WINcommunication
Germany

Taking its inspiration from nightlife, the new TREND IT UP packaging design stands out with its use of trendy images.  In this way, the styling brand from Balea acknowledges the fashion consciousness of its young target group.  The challenge lay in communicating the product attributes quickly through the images. Abstract and surrealistic motives reinforce the product’s primary benefits, for example, volume. Because Balea does not advertise, their trendsetting packaging is the only way to communicate the brand.

www.wincommunication.com

BRONZE PENTAWARD 2011
Retailer: Oriflame
Wonder Colour Lipstick
Category: BODY
Agency: IvanBel design
Sweden

Wonder Colour is the main lipstick design that Oriflame will use for an extensive range of products.

A redesign of the main lipstick for Oriflame with the objective to create a lipstick for the trendy professional business woman that wants a make-up that gives her energy for her high tempo urban life.

My aim with the design was to create a pack that communicates the Swedish style and nature for the modern woman that wants a make-up with purposeful ingredients that takes care of her.

www.ivanbel.com

BRONZE PENTAWARD 2011
Retailer: Jumbo
Wine, private label
Category: BEVERAGES
Agency: OD
The Netherlands

Wine, private label
This design for Jumbo supermarkets claims in a simple way: “wine from the house”. With respect for the brand logo, the Jumbo “U” is further developed into a wineglass. The taste of the wine is optimistically characterized with color. A straight hierarchy in typography makes clear which wine it is. The unique cap is designed in a innovative new way and together with the illustrations the design assures it’s quality.

www.od.eu

BRONZE PENTAWARD 2011
Retailer: Fresh and Easy
Sparkling Ciders
Category: BEVERAGES
Agency: P&W Design Consultants
UK

Sparkling Ciders, non alcoholic and available in apple and grape varieties.

The sparkling seasonal ciders are all about celebration – they are great for kids and a welcome bit of fizz for adults too! Our design needed to reflect all that is fun and exciting about the holiday season – Strong vibrant colors help bring the design to life and the woodblock style graphics lend an air of craftsmanship to the product whilst retaining a bold, contemporary feel.  The use of a black label and gold foil add an extra bit of party sparkle to the bottles, ensuring that they would be a welcome addition to any celebration – who needs champagne.   We felt this traditional product should be brought up to date with a contemporary design. Just because it doesn’t contain alcohol, doesn’t mean it shouldn’t compete as well as a wine label would. The addition of gold foil on the label ties in with the gold foil on the neck wrap, giving it that elegant touch. Our solution makes it perfect to bring to a party or for gifting.

www.p-and-w.com

 BRONZE PENTAWARD 2011
Retailer: Safeway
REFRESHE
Category: BEVERAGES
Agency: Anthem Worldwide, San Francisco Office
USA

Brief description:
Packaging for private label beverages including sodas, mixers, fruit flavors, sparkling waters, and noncarbonated bottled waters.

Strategy:
Safeway sought to relaunch their entire beverage portfolio under a unified brand platform that would support the retailer’s vision of providing simplified shopping experiences. Their existing water brand, with the category benefit of “refreshment” inherent in its name, offered the perfect banner to encompass all of Safeway’s private label beverages: Refreshe. The challenge was to develop and design this brand against a challenging timetable, set to market for the busy 2010-summer season.

Anthem utilized our global network to create literally hundreds of identity and packaging design ideas that were evaluated, selected and refined to one winning solution. Importantly, the design solution was developed to be successfully reproduced across ten different form factors and multiple substrates. The refreshed identity and packaging system development was completed in under four weeks.

The cohesive design solution for the Refreshe brand unified 34 brands and was extended across more than 175 SKUs, including sodas, mixers, fruit flavors, sparkling waters, and noncarbonated bottled water. The ambitious program moved from concept to shelf in just five months, exceeding even Safeway’s aggressive goals, and the client is now focusing attention to new markets and line extensions.

www.anthemww.com

BRONZE PENTAWARD 2011
Retailer: Spar
Veropouloi Bros s.a.
Category: FOOD
Agency: Sonar Marketing Consulting
Greece

Frozen Fish & Seafood
Veropouloi Bros s.a., an Athens based supermarket chain with international presence, commissioned us to redesign a series of private label frozen fish & seafood products. Even though, the Spar brand was not a new entry in the Greek or international market, the client wanted a fresh start, with no attachments to other spar products, as well as a new way to position the frozen fish and seafood products

The brief was to create a package that would add value to the product and position the brand as a higher quality, “clean” product without scaring the traditional consumer of the spar brand. Our design solution aimed towards increasing the value of the product in the eyes of the consumer, while remaining loyal to our core target group by reflecting the brand’s value for money philosophy through a package that is not garrulous.

www.sonarmc.gr

BRONZE PENTAWARD 2011
Retailer: ICA
Crisps, cheese doodles and party snacks
Category: FOOD
Agency: Designkontoret Silver
Sweden

ICA Crisps, cheese doodles and party snacks
How does a private label compete in a category full of strong and established A-brands? By bringing clever, contemporary and playful design to the snack shelf! We like to play with our food, and were inspired by the colors, consistency and shapes of the actual products. The result is an attention-grabbing and tasty packaging, for cheekier snacks.

www.silver.se

BRONZE PENTAWARD 2011
Retailer: CORA
CORA DEGUSTATION
Category: FOOD
Agency: LOGIC DESIGN
France

Creation of the private brand, CORA Dégustation. Visual identity, packaging guidelines and the development of the entire CORA DEGUSTATION packaging offer (300 references). Enhancing the distributor by creating their premium product range and emphasizing their place under the Cora banner. Expressing the positioning: a superior quality product, offering accessible pleasure and modernity.

www.logic-design.fr

BRONZE PENTAWARD 2011
Retailer: Fresh and Easy
Cookie Creams
Category: FOOD
Agency: P&W Design Consultants
UK

Chocolate cookies with vanilla crème filling and Vanilla cookies with vanilla crème filling.

This style of cookie has been a family favorite for many decades, so the design had to encompass traditional values and heritage cues as well as having a fresh look and feel.  Our approach was to showcase the cookie, by taking its shape and detail to create a bold pattern to frame the product name.

A glass of cold milk next to the photograph of the cookies completes the front panel. The cookies contain no artificial colors, flavors or preservatives, consistent with the Fresh & Easy ethos. To further enforce the brand values, the cookies are baked with the fresh & easy logo in the middle. In a heavily branded sector such as cookies, we needed the design to be strong and eye catching on shelf. We felt that our solution was bold and had the personality to compete in category and appeal to customers of all age groups.

www.p-and-w.com

BRONZE PENTAWARD 2011
Retailer: KamaAsa Syoten
Category: LUXURY
Agency: EIGHT BRANDING DESIGN Co.,Ltd.
Japan

This is the branding design for a long-standing kitchenware store called ìKamaAsa Syotenî in Asakusa, Tokyo.

www.8brandingdesign.com

BRONZE PENTAWARD 2011
Retailer: Codizia
Codizia Man
Category: LUXURY
Agency: Lavernia & Cienfuegos Design
Spain

Design of the bottle and graphics for men’s fragrance. RNB Laboratories. 2010

Codizia Man is a male fragrance from the same brand which was launched three years ago the female market. It shares the quality product positioning, differential, and has a much lower price than high-end colognes. The packaging communicates similar attributes: sensuality, elegance, dynamism… It does this following the same language and some of the characteristics of its female predecessor, as in the solution for the join between body and cap, but with changes that reaffirm its male personality: the colors and the volume, which moves from the horizontal to a vertical position for Codizia Man. It is also distributed exclusively in the Mercadona chain of supermarkets.

www.lavernia.com

BRONZE PENTAWARD 2011
Retailer: The Deli Garage
The Deli Garage Parmesan Pencils
Category: LUXURY
Agency: Kolle Rebbe / KOREFE
Germany
The Deli Garage Parmesan Pencils

Take the Parmesan Pencil, sharpen it using the enclosed sharpener, and you have delicious, fresh Parmesan cheese on your meal. There couldn’t be an easier way to decorate your pasta & co. And the packaging also plays a central role: Using a scale on the pens and on the back of the packaging, it’s not only easy to tell how much grated Parmesan Pencil you need for each dish, you can even see how many calories each serving contains. So kitchen craftsmen have everything perfectly under control.

www.korefe.de

www.the-deli-garage.com

To see all the winners visit the Pentawards.

 



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.