Starpack to reward design and marketing performance

This year’s Starpack packaging awards, organised by the Institute of Packaging, has seen the creation of a new series of awards focusing on design and marketing performance.

In an event held at the end of last week, the design and marketing performance categories replaced the old materials-based categories, aiming to better reflect the needs of packaging buyers including retail brand managers and consumers.

‘The idea behind the move is to be more receptive to the packaging customers, including the brand owners. They are looking for packaging that will show off the product in the best way, looking at design, performance and protection,’ says a spokeswoman.

Within the technical innovation category, Crown Food Europe’s Easy Lift, designed by Crown Technology, swept the board, scooping a gold star for best technical development and consumer product.

Judges praised the inclusive design for its easy open access, enabled by a wide gap between the lid and ring pull. Its special hook tools allow for more efficient use by physically impaired customers.

Coca-Cola scooped a gold prize in the pack optimisation environmental category for its ultra-lightweight Coke bottle designed by Coca-Cola’s in-house design team, and produced in conjunction with Ardagh Glass.

The new lightweight bottle achieves a reduction of 20 per cent, saving around 3500 tones of raw material and 2200 tones of CO2.

Within the design and marketing performance category, Pearlfisher scooped two gold awards for its work on Nude Skincare, winning best brand design and best cosmetics and toiletries designs.

Ziggurat received a silver award in the best drinks category for its work with Pepsi brand Raw.

Within the same series, FLB Packaging & Design won a gold in the best household design category for its Kenwood K Mix carton, which judges commented, ‘demonstrated just how engaging packaging design can be in delivering premium positioning’.

3D innovation and branding consultancy Webb Scarlett deVlam won the best design house of the year special award, achieving gold and bronze for its work with Tommee Tippee and Dunhill in the best luxury category.