Since the beginning of the Pentawards, in 2007, the participation continues to grow steadily. Starting with 517 registrations in the first year, this year we received 1,668 packaging design entries. But what is very encouraging is the rise of quality of the submitted designs. The countries with the strongest growth were the United Kingdom and China, which this year is in the top five with the US, France and Japan. These five countries alone represent 40% of the entries.
Asia is showing more creativity but especially its ability to magnify its own cultures (Japan, China, South Korea, Malaysia, Thailand). Unfortunately, India is still lagging behind with low participation and still no winners. But perhaps the Indian packaging designers are shy and do not dare to show their creations to the rest of the world. If this is the case, it is a mistake because the international jury of Pentawards does not judge the creations by country of origin, but solely on the quality of the creations, compared to creations from the same market. No less than 55 different categories allow any type of packaging to compete and be judged against similar creations. This means that a bottle of wine is not evaluated next to a beer, washing powder next to gardening materials, or even a bottle of perfume next to make-up.
We hope to see Indian designers and Indian creations in the next competition which will be open to entries from 7 March to 22 April 2016. And we hope to congratulate the first Indian
winners during the 2016 official trophy ceremony in Shanghai on 23 September 2016.
The 2015 Pentawards in the food category–Platinum and Gold
The Food Platinum was won by the Prompt Design agency of Thailand for the packaging of Signature fruit. In the Thai city of Chantaburi lives a farmer who loves growing fruit and because of the care given at each step of production, his farm products are recognized as premium grade quality. A large company bought all the fruits from his farm and mixed, packaged and sold them with lower grade fruit, much to his disappointment. This prompted the launch of JL Fruit in 2014 to enable consumers to enjoy the authentic taste of the premium grade fruit from his farm.
The packaging is made of a clear thermoform box showing the fruit contained inside, and a label displaying a beautiful close-up image of the fruit’s skin. From a distance this design is wholly distinctive on the shelf, with a strong appetite appeal which helped its successful market launch.
Bravis International from Japan won the Gold Pentaward in the food category for Ge Mian soups and ready-to-eat dishes. On the package, people and characters are shown excited to make a cup noodle revolution.
Mousegraphics from Greece won the Gold Pentaward in the food category for Aplos dairy products. The name and identity design on the bottle conveys the locality, basic values and earnest approach.
Svoe Mnenie from Russia won the Gold Pentaward in the food category for Damn Tasty fish, meat, poultry products. Lubok prints old Russian graphics were used to illustrate legends, tales and religious stories of the 18th century on the package.
Mousegraphics from Greece won the Gold Pentaward in the food category for Vegeterra fruits and vegetables. The logo designed is a transcription of the name Vegeterra with the image lines of a cultivated farm land. The appetizing crops of these lands are offered in a
grocer’s paper bag with the image covering most of the packing surface, front and back.