Baby, what smart packaging!

2012-10-26 11:41

What do you get if you put together a group of budding designers and account managers, a familiar brand of baby food and packaging material from Billerud? A completely new smart packaging solution – filled with baby food – of course!

  • The winning

  • Group 1

  • Group 2

  • Group 3

  • Group 4

  • Group 5

  • Group 6

  • Group 7

  • Group 8

  • Group 10

  • Group 11

  • Group 12

On 23 October the results of the SPICE: 12 design competition were announced at Berghs School of Communication in Stockholm. This is the third year in succession that Billerud, the design agency Nine and Berghs School of Communication have organised the SPICE competition (Sustainable Packaging & Innovation Communication Event).


Twelve teams of students from Berghs, each team made up of two graphic design students and two account management students, were given six weeks to work on this year’s challenge – to improve existing baby food packaging and storage jars for food manufacturer Semper.
“It’s been a really exciting journey to follow the work of the students. And the results have exceeded all my expectations; to come up with such well thought-out and exciting design concepts in such a short time is impressive,” said Marina Eriksdotter, Group Brand Manager at Semper.

The students’ design brief specified that the packaging solution had to use packaging material from Billerud made from virgin fibre. They also had to present a communication concept to promote the product and suggest alternative distribution channels for the storage jars.
“The students have been great. As usual the results have exceeded expectations. One thing that became clear is that this is a big task to tackle in the time available; some teams came up with a fantastic packaging idea, some hit on a good communication concept and others produced smart prototypes,” commented Jon Haag, CEO of Nine.

The proposal the jury liked best came from Emma Fällman, Jesper Olsson, Kajsa Jacobsen and Louise Persson.
“This is a concept that went the whole way. A fresh approach to the development of packaging, really delightful illustrations and a presentation video on the contentment of baby food that went straight to the heart,” commented the jury.
“We began with Semper’s symbols: the red colour, the child and the emotional expression. And then we built on them,” said Kajsa Jacobsen and Jesper Olsson.

For the students the presentation to the jury was the finale to a hectic period that included a visit to Gruvön, one of Billerud’s mills, and talks on Billerud’s packaging materials.
“The importance of product packaging is growing all the time. SPICE fits in well with Billerud’s customer offer: to develop smart, sustainable packaging in close consultation with brand owners, like Semper. And having a chance to do this with young designers has been really exciting,” said Jimmy Nyström from business development at Billerud. First prize now awaits the winning quartet – an inspiring journey to Berlin.
All the prototypes and presentations will be featured in an exhibition at Semper’s headquarters in Sundbyberg. The exhibition will then be move on to Billerud’s offices in Solna.
“Now we will sit down in peace and quiet and think about how to proceed with all the ideas we have gained from the SPICE project,” said Marina Eriksdotter
For jury members Jimmy Nyström and Jon Haag there is no need for further consideration, however. They are already making plans for SPICE 13.
“SPICE gives us a unique opportunity to build a close relationship between the designers of the future and Billerud’s products, a relationship that they will hopefully take with them in their future careers,” concludes Jimmy Nyström.


Last updated: 2012-10-26