‘Cool’ pack scoops steel award

A Napier University student has scooped top honours for his “cool and stylish” design for Häagen-Dazs at the 1999 Steel Packaging Design Awards, run by British Steel in conjunction with British Design and Art Direction.

Ryan Wallace beat 150 other entries to win the award after Häagen-Dazs asked students to challenge the traditional tub ice-cream packaging and accentuate the sensuality the brand has come to represent.

Häagen-Dazs marketing manager Ed Culf describes the design as “truly innovative. It’s a mould breaking shape which is strong, tactile and sensuous, fitting the shape of the hand beautifully”.