The Design Business Association (DBA) announced the recipients of Design Effectiveness Awards 2013 on February 7. The winners of the annual design competition are determined based on commercial data, which is one of the key judging criteria (along with cause and effect, clarity of presentation, and more).
The DBA says that this year it has awarded trophies in 12 design categories ( plus Grand Prix) to “one hundred and twenty-eight winning designers and clients, across sixty-four awards”. There are several Gold, Silver and Bronze winners in each of the categories, including Brand Identity, Print Design, Packaging, Point Of Sale, Temporary Exhibitions and Experiential Environments, Museums, Galleries, Events and Visitor Attractions, Digital, Internal Communications, External Communications, Interiors, Product Design, and Design for Society.
Here is a brief round-up of the winning works in Packaging. This category saw nine gold winners, all of them are listed below (the detailed description of the projects can be found on the DBA’s website).
Really Good Premium Breads
The brand’s turnover rose by over £2.3 million since it launched packaging with the new design.
Photo: Really Good Premium Breads, Agency: Creative Media, Client: Really Good (QVS) Ltd
NIOXIN
With the redesigned packaging, the sales for the original products rose by 109% (an average 6% increase per unit).
Photo: NIOXIN, Agency: Dew Gibbons, Client: Procter & Gamble
Buckwud Canadian Maple Syrup
After Buckwud Maple Syrup was relunched with the new packaging, the sales of £231,000 were achieved within four months, the commercial success grew 52% in category value sales.
Photo: Buckwud Canadian Maple Syrup, Agency: BrandOpus, Client: Wellness Foods
Perry Court Crisps
The redesign helped the brand reach a 150% increase in sales in two months following the launch of the new visual approach.
Photo: Perry Court Crisps, Agency: Studio 176, Client: Perry Court Farm
Angostura 1824
The new design helped the brand reach 54% increase in value sales and 38.5% in volume.
Photo: Angostura 1824, Agency: Good, Client: Angostura Ltd
Swan
The redesigned packaging helped increase the sales by five times within a year after the launch.
Photo: Swan, Agency: JKR, Client: Republic Technologies UK Ltd.
Naked Noodle
With the launch of the redesigned packaging, the sales rose by 300% over the projected figure.
Photo: Naked Noodle, Agency: Path, Client: Symington’s
Eggs for soldiers
Eggs for Soldiers turned to be Help For Heroes’ most successful commercial partnership, which helped generate around £397,000 for the charity in 2011/2012.
Photo: Eggs for soldiers, Agency: Springetts Brand Design Consultants Ltd, Client: Noble Foods Ltd.
Cadbury Bournvita
The repositioning helped the brand reach a 26% growth of net revenue on the Indian market, while its nearest competitors managed to hit 22%. The project also recieved DBA’s International Export Award.
Photo: Cadbury Bournvita, Agency: Blue Marlin Brand Design, Client: Cadbury Kraft Foods India
“The case studies also serve to demonstrate the excellent value for money and return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve. In a crowded marketplace, there is no place for one hit wonders; good design and good business are a long-term relationship,” says the DBA on its official page.
The DBA not only determines the design executions, which managed to bring financial success to brands, but also creates the ranking of the UK design agencies, which “are consistently outperforming their competitors because they value, invest in and effectively manage design.” This year’s top 5 (or top 4 to be precise, because there is no 5th place, but two 4th ones) is Elmwood (which landed in the 1st place, just like in 2012), Pearlfisher (the 2nd place in 2013/ the 2nd place in 2012), BrandOpus (3/5), Blue Marlin (4/6), and Good (4/4).
Image courtesy: www.dba.org.uk