The jury awarded the first prize to designers to Hannes Pettersson, Stephanie Yrell and Carina Augustsson of Swedish design institute Broby Grafiska for its unisex eyeliner packaging because of the way it handled the challenge of incorporating both pack and display elements.
The judges did however add their criticism that the packaging was a little too pale in colour and would have benefited from including more colour to increase its store shelf appeal.
The jury stated that it gave the awards on the grounds that the packaging stood out, providing high impact thanks to the innovative way it displays the product – a combination of his and her eyeliner pens mounted on top of the mirror.
Showcasing packaging innovation
The awards are sponsored by Swedish company Korsnäs, and have been running since 1994 with the aim of showcasing innovative packaging design from students in Sweden, Spain, Germany and the UK.
This year’s keynote speech was given by packaging expert Lars Wallentin, who hammered home the message that, to succeed in packaging design, sticking to the principles ‘simplify, surprise and synergise’ are likely to spell success.
Of the four other packaging design awards, three were also in the cosmetics category, including an honourable mention for a men’s fragrance and a lipstick packaging, while the second prize went to a ‘perfume in a tree’ design.
Perfume In A Tree
The Perfume In A Tree concept was also designed by students from the Broby Grafiska institute, and the award was made by the judges because the packaging managed to communicate both beauty and exclusivity, although assembly was criticised for being complicated.
The Adamas/Black Diamond male perfume entry came from students at the Nackaedemin University in Stockholm, who were commended by the judges for their indepth and detailed presentation, but the design was let down by the fact that the packaging was also too complicated to assemble.
One student from the Mälardalens Högskola institute came up with Amiable lipstick packaging with magnetic display, an entry that was praised for its simplicity and humour and the fact that it target the teens and tweens market.