Pentawards 2009: the winners announced!
2 October 2009 | By Popsop Team
The international jury of Pentawards, the first world competition devoted exclusively to Packaging Design, chaired by Gérard Caron, announced its winners for 2009.
The Kleenex “Slice of Summer” boxes, presented by Kimberly-Clark USA, won the prestigious Diamond Pentaward, Best of the Show 2009.
The Platinum Pentawards, conferred on the best packaging in 5 major categories, are:
Beverages: Turner Duckworth, London & San Francisco, for Coca Cola Summer 2009.
Food: Nosigner, Tokyo, for Kanpyo Udon
Body: Wolff Olins, New York, for Living Proof, No Frizz
Other Markets: Mouse Graphics, Athens, for Petrocoll, Spatula Putty
Luxury: Dragon Rouge, Paris, for L’Or de Martell.
31 Gold Pentawards were attributed, as were Silver and Bronze Pentawards. All the cited creations can be viewed at www.pentawards.org
The winners received these world trophies on a special day devoted to packaging design held during the Brussels Design Forum.
The winning creations will be on show in different venues, including Paris at the DesignPack Gallery http://www.designpackgallery.fr/ in February 2010, at Luxepack in Monaco at the end of October 2009, and at Luxepack in Shanghai in 2010. http://www.luxepack.com
“For this third edition, we registered more than 750 entries from 39 countries,” explains Brigitte Evrard, co-founder of the Pentawards. “The leading packaging design agencies, mainly in England, France, the USA and Japan, participated in large numbers. We also received entries from leading packaging producers and brand owners such as Kimberly Clark, Colgate Palmolive, Coca-Cola, Procter & Gamble, Sony, Aekyung, Suntory, Bic, Remy-Cointreau,…
The purpose of the Pentawards is to reward creations from all markets, from everyday consumer articles to luxury goods. That is why 5 major groups (Beverages – Food – Body – Other markets – Luxury) comprise more than 40 categories. Pentawards crowns both packaging for luxury as well as consumer goods – by way of proof, the top prizes this year went to an exceptional cognac as well as to an international brand of paper tissues. This, in fact, is the distinguishing feature of the Pentawards!”
Gérard Caron, publisher of the site www.admirabledesign.com, chairman of the Pentawards jury adds: It is a particularly electrifying moment every year to get the decision of the members of the jury, all of whom are professionals from 10 different markets. I would say it is even moving.
How will creations from every corner of the world be judged by experts who do not exactly know the local needs of consumers?
And yet, every year, the winners are designs selected by nearly all the members of the jury!
Is there a universal dimension that transcends the best creations? Perhaps. In any event, the result speaks for itself: the winners of the Pentawards have something that goes beyond borders. A touch of genius, without a doubt…”
“This year, we have the pleasure of announcing that the famous publisher Taschen, known throughout the world for the quality of its art books, will publish a work on the winners of the Pentawards,” indicated Jean Jacques Evrard, co-founder of the Pentawards. “For us, this means recognition for the quality of this international competition, but above all, a showcase for the winners of the Pentawards, with global dissemination of their packaging design expertise, on top of their international trophy. This book, printed in 20,000 copies, will be available as of April 2010 in all the fine Taschen bookshops in London, Paris, New York, Berlin, Copenhagen, Cologne, Hollywood, and Miami as well as in many other quality bookshops throughout the world.
Lars Wallentin received an honorary Pentaward for his career.
He is without any doubt the most recognised packaging design specialist. For more than 30 years, he has been criss-crossing the world, from Australia to Brazil, China to France, from Sweden, his native land, to South Africa, to teach, within Nestlé, how to create brands, packaging and communication in the most efficient manner possible. Lars Wallentin is also an exceptional showman and each of his lectures is a real treat, where the audience learns while having fun. He is also much in demand and highly appreciated as a jury member in design competitions, such as the Pentawards where he has given his opinion since the first edition. Today, Lars Wallentin continues his mission unrelentingly, giving advice to design agencies and brand owners in the four corners of the world. After Herbert M. Meyers, founder of Gerstman+Meyers in the USA, who received the first honorary award for his career work in Monaco in 2008, Lars Wallentin has become part of the legend of those who count in packaging design.
One piece of advice: Never, ever miss a Lars Wallentin lecture!
Karim Rashid given special Pentaward for his creativity in packaging design.
Very few are designers of furniture, light fixtures, living and business spaces, useful and decorative objects, who put their talent in the service of packaging design. Karim Rashid is the exception, because he thinks that the packaging of products deserves as much attention as all the lasting objects that surround us. We are indebted to him for the marvellous packaging of such brands as Kenzo, Method, Bombay Saffire, Finé Water Japan, Sexy Beast USA, Davidoff, Issey Miyake, Estee Lauder,… He is the very first designer to receive this special Pentaward for his creative excellence in packaging design.
Karim Rashid is one of the most prolific designers of his generation. Over 3000 designs in production, over 300 awards and working in over 35 countries attest to Karim’s legend of design. His award winning designs include democratic objects such as the ubiquitous Garbo waste can and Oh Chair for Umbra, interiors such as the Morimoto restaurant, Philadelphia and Semiramis hotel, Athens, and exhibitions for Deutsche Bank and Audi. Karim has collaborated with clients to create democratic design for Method and Dirt Devil, furniture for Artemide and Magis, brand identity for Citibank and Hyundai, high tech products for LaCie and Samsung, and luxury goods for Veuve Clicquot and Swarovski, to name a few. Karim’s work is featured in 20 permanent collections and he exhibits art in galleries worldwide. Karim is a perennial winner of the Red Dot award, Chicago Athenaeum Good Design award, I.D. Magazine Annual Design Review, IDSA Industrial Design Excellence award. He holds honorary doctorates from the Ontario college of Art & Design and Corcoran College of Art & Design. Karim is a frequent guest lecturer at universities and conferences globally disseminating the importance of design in everyday life. Karim’s work has been featured in magazines and books including Time, Financial Times, NY Times, Esquire, GQ and countless more. In 2009 Rizzoli released Karim’s latest monograph KarimSpace, featuring 36 of Karim’s interior architecture designs. Other books include Karim’s guide to living, ‘Design Your Self’ (Harper Collins, 2006), ‘Digipop’, a digital exploration of computer graphics (Taschen, 2005), a compact portfolio published by Chronicle Books (2004), as well as two monographs titled ‘Evolution’ (Universe, 2004) and ‘I Want to Change the World’ (Rizzoli, 2001). In his spare time Karim’s pluralism flirts with DJing, art and fashion and is determined to creatively touch every aspect of our physical landscape.
Turner Duckworth London & San Francisco named Pentaward agency of the year.
For this third edition, the Pentawards gave a special “agency of the year” prize for the first time, to the agency that has won the most Pentawards in the previous three years. Turner Duckworth has been cited by the international jury with 16 Pentawards, including 4 Platinum and 5 gold, putting it well ahead in the overall standings.
Bruce Duckworth came to receive his trophy from the hands of Lars Wallentin and Brigitte Evrard.
Since setting up shop in 1992, TurnerDuckworth stayed true to its passion for designing consumer brand identities and packaging that generate commercial results and creative awards. TD London and San Francisco studios collaborate on every project. Work flows freely between each to give clients a rich and nuanced perspective from both sides of the Atlantic.
TurnerDuckworth conducts distant critiques on all its projects, in which each studio critiques the other’s work with no punches pulled. The result is a well-informed and objective view that produces exceptional clarity for the brands.
THE PENTAWARDS 2010 will be given in Shanghai
Entries for the Pentawards 2010 will be open from 5 April to 29 May 2010. All useful information for taking part in this international competition dedicated exclusively to packaging design is available at www.pentawards.org
Furthermore, the 4th edition of the Pentawards ceremony will be held on 4 October 2010, in the Belgo-European Pavilion during Shanghai Expo 2010.
About the Best of the Show – Diamond Pentaward 2009
The greatest creative ideas are also the simplest. There’s nothing more banal (hygienic and practical) nowadays than paper tissues. Kleenex has emerged as the uncontested leader in this field. Up to now, the boxes too were banal, at most decorative. But now Kleenex (Kimberley-Clark Corporation) has broken the code and offers a fresh combination of structure and graphics in perfect harmony, christened “slice of summer.” A triangular box superbly illustrated with juicy fruits, watermelon, orange or lemon that look enticing enough to eat!
The international jury of the Pentawards made no mistake, because without any consultation, each of the 12 members and the chairman gave this creation the highest marks.
Here are the thoughts of Lars Wallentin, one member of the Jury:
“A professional designer appreciates something that is attractive, surprising, new, simple and devoid of useless information. The Kleenex “slice of summer” boast all of this at once. This packaging shows great maturity, because the consumer is not bombarded with information that he neither really needs nor wants.
I would like to have these Kleenex boxes on my desk, in the kitchen, in my car. I find them very attractive, full of joy and freshness. I want to go out and buy this packaging. And I wish to thank Kimberly-Clark. Because I am a packaging design professional, but also a consumer.”
PENTAWARDS 2009: 5 platinum Pentawards, best of the category.
In addition to the Diamond Pentaward, best of the show, (Kleenex – Slice of Summer), the international jury, chaired by Gérard Caron attributed 5 special prizes, one per category.
The BEVERAGES Platinum Pentaward went to a series of 5 Coca-Cola special summer 2009 tins, designed by the Anglo-American agency Turner Duckworth London & San Francisco.
A red print on metal, which features joyful and optimistic scenes of the North-American summer culminating on the national holiday of the 4th of July: BBQ, Rayban, beach ball, surfboards, stars and stripes.
The Coca-Cola logo is used very creatively each time. Everything is easily adaptable to all promotional material, T-shirts, caps, beach towels, etc. to create a perfectly integrated marketing campaign.
The FOOD Platinum Pentaward went to the Nosigner agency of Tokyo (Japan) for their packaging of a new type of Udon noodles. They are actually made from dried vegetable marrow, and not from wheat flower.
The packaging design is an amusing combination of the shape of a pumpkin and fresh noodles. The style evokes a non-industrial product, quite luxurious, and yet affordable.
This design breaks the mould of what has been traditionally done in Japan for this type of product.
The BODY Platinum Pentaward went to the Wolff Olins agency of New York (USA) for Living Proof, No Frizz, a line of silicone-free, straightening hair-care products.
The design is very refined and sober. It draws inspiration from upmarket cosmetics. Shiny white covers with a mouse-grey, mat content. The lettering is also very sober. All this packaging clearly differs from other hair products available on the market or in hairdressing salons.
The OTHER MARKETS Platinum Pentaward went to Mouse Graphics in Athens (Greece) for a line of Petrocoll cement bags.
The mould can be said to have been broken for this type of product, found mainly at construction sites. The aim of the agency was to create a design for Petrocoll that broke radically with its competitors, and thus get the brand much talked about. The design features elegant, non-provocative female figures. The risk of slipping up was quite great, actually.
The LUXURY Platinum Pentaward went to Dragon Rouge Paris (France) for L’Or de Martell, a very luxurious design bottle for an exceptional cognac.
With this ultra upmarket product, Martell pursues its development strategy in the luxury market to meet the extremely exacting demands of elites that share different cultural environments (Russia, China, Asia). This bottle is the perfect combination of creative and technical prowess, as it was developed in close cooperation with the Cristallerie de Sèvres. It comes in a case that expresses the sophistication of the brand. Made in a very limited edition, each bottle is sold for €3,000.
In addition to the Diamond Pentaward and the 5 Platinum Pentawards, the international jury also attributed 31 gold Pentawards among the 44 categories in competition this year. Silver and Bronze Pentawards were also issued.
All of this finest packaging in the world can be viewed at www.pentawards.org.
