WINNER
E-Cloth
by Pearlfisher, for E-Cloth
Pearlfisher’s designs for chemical-free microfibre cleaning cloth brand E-Cloth looked to “cut through the jargon of a saturated cleaning category” with simple, powerful new positioning that demonstrates the brand’s superiority. The new, more modern packaging design aimed to give a new “emotional appeal” that speaks to a new generation of consumers.
The designs hone in on the letter E to give it a “bold and single-minded meaning” and an ownable brand language that aims to define E-Cloth's qualities as “easy, efficient, enduring and environmental.” This is used across packaging, the brand’s website and social media channels, and advertising campaigns.
Across the range, the packaging structure forms a window to display the texture and “premium quality” of the brand's cleaning cloths while a fresh and striking colour palette of orange, green, red, yellow and blue is used to create impact.
The judges said: “They had a clever idea with the format and the hidden E. This and the simple design execution means it really suits the product.”
Cloak + Dagger Craft beer label art
by Lolly Studio UK, for Cloak + Dagger Brewing
Lolly Studio has been developing Cloak + Dagger's brand since its launch in 2017 when the brand needed to stand out as a new, small brewery in an increasingly saturated market. The studio created ever-evolving designs based on unusual product names, vibrant colour palettes and striking artwork.
Beer names are deliberately abstract rather than describing style, strength or colour and often lean on creative director Leigh Pearce's hip-hop background, such as Galactic Catnip, Gigantic Antics, Routes to Pluto and Komodo Bozo – a nod to Pharoahe Monch's rap anthem Simon Says, with a snippet of the song's lyrics used on the can. All cans feature similar lyrics and messaging.
Visual consistency across the graffiti-inspired designs of the range is achieved with a visual based on increments of 45-degree angles. A strong but minimal colour palette is based around core black and white tones alongside two vibrant secondary colours added to distinguish each beer.
B's Bees
by Studio Mean, for B's Bees
B's Bees is a London artisan producer of 100% raw, hand-crafted, single-origin honey. The branding is centred around the B's Bees name, an abbreviation of the name of “chief beekeeper” Brian that forges a phonetic link to the honey itself. The stacked logotype works as both a bold standalone mark or disguised within the signature 'B' pattern; while the jar label mimics the beehives’ interior patterns.
Studio Mean discovered that one of the beekeeper's tasks is finding the queen among thousands of worker and drone bees; and so camouflaged the B's Bees logo within a “typographic melee of Bs'' to “create a playful hide and seek”. The visual effect is further enhanced when the jars are stacked together on-shelf.
Since B's Bees honey is only made in small batches, the packaging needed to feel precious and valuable. Studio Mean used one-colour letterpress on uncoated GF Smith Colorplan Sorbet Yellow for the label for its tactility and to evoke the softer colours of flower pollen and nectar. The coloured paper also extends to a small swing-tag booklet.
Fable Whisky Packaging
by Gpstudio, for Pendulum Spirits
When Fable Whisky launched its first limited-edition bottles from selected distilleries and hand-picked casks, it brought in Gpstudio to create the packaging for its craft and storytelling-focused brand.
The story of The Ghost of Clanyard Bay was reimagined and retold as an illustrated animation narrated by actor Jeff Rawle; with the myth then broken into chapters that each centred around one character. These characters were then each linked to a different bottle and give them a uniquely shaped label and look and feel.
All the designs use handwritten type, with bottles hand-dipped in wax and the myth stamped on top of each. The bottles were then wrapped in paper with the full story printed on the inside. The packaging extended to whisky cups and a water jug made in black porcelain that was influenced by the black rock of Clanyard Bay in Scotland. The pottery was developed and handmade exclusively for Fable by Bella Jones ceramics.
Frahm - Tough Beautiful
by Studio Supple, for Frahm Jackets
Frahm is a small, family-run jacket business. Created as a reaction to mass-market clothing and fast fashion, the business is online-only with a pre-order model, where customers buy in advance to avoid waste. Every jacket purchase supports mental health charity Mind.
Supple Studio was tasked with creating environmentally friendly and memorable packaging for Frahm’s jackets that reinforced its “Tough Beautiful” mantra. The studio used photographs of UK-native beetles as “nature's tough and beautiful little creatures” which are printed at large scale on boxes and bags. To remind recipients that Frahm supports Mind, bespoke packaging tape was created with an “Open Up” message.
The new packaging helped create social media engagement and increase online sales of Frahm jackets.
SK-II Pitera
by Vault49, for SK-II
Vault49’s limited-edition packs for Asian skincare brand SK-II look to bring street art culture into the beauty industry using an “unapologetic and disruptive” design language that “speaks to new premium codes of aspirational beauty”.
Thanks to its ingredient PiteraTM, SK-II has a loyal fan base among older consumers, and Vault49 was brought in to bring in new millennial luxury skincare consumers to the brand. The agency came up with the idea “Individuality is the New Luxury” to resonate with an Asian millennial audience, and designed packaging that aims to defy category conventions with “bold, attitudinal, raw, and unapologetic” designs.
Vault49’s origins lie in street art, and so it tapped into graffiti as a hallmark of counterculture and self-expression to create packs that combine rawness and premium packaging cues. For each pack, it used hand-crafted techniques including ‘tapeography’, hand-drawn marker typography and mixed media collage using Vault49 vintage street art posters.
2D Packaging – Graphics
shortlisted
2D Packaging – Graphics