WINNER
Byoma
by Pearlfisher, for Byoma
Skincare brand Byoma set out to disrupt what it saw as a status quo of over-treated, over-exfoliated skin by introducing barrier protection ranges that used dermatologist-approved science to boost and balance skin.
The brand turned to Pearlfisher for a brand and packaging concept that communicated its innovative approach and brought its vision to life. The result was a distinctive packaging idea that judges felt creates presence on-shelf.
A split ‘O’ device in the product’s name nods to the brand’s mission of breaking down barriers in the beauty sector, while modern type and iconography sets Byoma apart from more traditional rivals.
Square shapes allow for more efficient shipping, lowering the brand’s carbon footprint. All of the packaging is made from recyclable 100% mono-material plastic to ensure the materials are simple to reuse.
The judges said: “Strong, simple, colourful and impactful with an eye on sustainability”.
Maltês Olive Oil packaging
by Wonder/Why, for Maltês
The extra virgin olive oil (EVOO) market is a crowded one in Portugal, a country that enjoys a climate ideal for cultivating olives.
Most brands in the sector take a traditional approach of highlighting the quality of the oil, its origin, legacy, or geographical home. Maltês founder Pedro Balancho saw the opportunity to do something different by injecting new angles such as humour, storytelling and folklore.
Balancho’s vision took inspiration from the stories of the Guadiana region, resulting in the Maltês (pronounced ‘Mal-te-sh’) brand – which takes its purpose seriously, but does not take itself too seriously.
The name comes from a well-known Portuguese nursery rhyme about a Maltese cat, who has a new lease of life as a brand character: an eccentric and nomadic figure, Maltês roams the Guadiana landscape in search of the best olives to harvest for his oil.
Takamaka Rum
by Pearlfisher, for Takamaka Rum
Brothers and brand co-founders Richard and Bernard D’Offay set out in 2002 to create a rum that captured the flavours of their island home in the Indian Ocean.
As the brand prepared to expand both reach and sales it was seeking a new packaging style that celebrated its Seychelles provenance through design and storytelling.
The result eschews category cliches such as pirates. Instead the new look has sought to create an entirely new brand position that reflects a brand character that is warm, sustainable and infused with Creole character.
Taking inspiration from the flag of the Seychelles, the packaging design encompasses a range of tropical colours and bespoke illustrations from Seychelles artists.
Love Ocean
by Pearlfisher, for Love Ocean
Love Ocean was created by founder Gabi Jennings to address the disposable nature of products in the kids’ bath category.
Using a range of reusable packaging that can be refilled, Love Ocean is aiming to become a cherished part of bath time routines.
The tail-shaped bottle is intended to be a talking point, starting conversations and games around the wonders of the ocean and the creatures that live in it. The tail deliberately reflects a heart shape, linking the brand to a love of the ocean and the fluidity of waves. The tail is set against a sea-spray inspired colour palette of off-white and ocean blue.
Crucially, the bottle is designed to be kept and refilled, with refill pouches sent direct to customers. The pouches are reusable too and can be returned to Love Ocean for cleaning. If the bottles are thrown away they are made of 100% recyclable plastic.
2D Packaging - Graphics
shortlisted
Fortnum & Mason Platinum Jubilee Range
by Design Bridge, for Fortnum & Mason
This year, Queen Elizabeth II will become the first UK monarch to celebrate a Platinum Jubilee after 70 years of service. London department store Fortnum & Mason is one of 16 brands which have joined forces to organise celebratory activity, and has launched a special product range to recognise the historic milestone.
The retailer – known as ‘the Queen’s grocer’ – sought to avoid the formulaic designs seen a decade ago at the Diamond Jubilee, with designs that focused on the woman behind the crown. Intricate illustrations have been used to highlight little-known facts, including the affectionate nickname used by the late Prince Philip for The Queen, and her interests in horses, pigeons and swans.
The designs will be used across a range of products, including tea services, grocery items and champagne packaging.
Greene King Modern Beers
by Design Bridge, for Greene King
More than most sectors, beer has seen substantial disruption over the last decade as start-up breweries and micropubs change the way we consume a tipple invented thousands of years ago.
Greene King, the UK’s oldest and largest independent brewer, recognised that seven out of ten drinkers found the craft beer sector to be intimidating due to the volume of choice and concerns that it was an expensive way to try something they might not enjoy. The brewer has also seen a fall in consumption of traditional cask ales – best enjoyed fresh, from a pub – during the Covid-19 lockdown.
The result was a new range of craft ales that embrace the age and heritage of Greene King. Each beer celebrates the eccentric myths and legends of British history with playful illustrations inspired by historic woodcuts, paired with vibrant and modern colours.