Winners of the French and Swedish design competition were announced at PIDA 2014. Earlier this year the competition “Breaking the code” was held in Germany and then France and Sweden took the challenge of thinking new and innovation in champagne packaging. Their task was to demonstrate how this luxury, time-honoured sparkling wine can reach a younger target group and how our material, BillerudKorsnäs’ Cartonboard can be used to create innovative packaging solutions and challenge conventional ideas.
PIDA, (Packing Impact Design Award) is a packaging design competition that BillerudKorsnäs organises in association with universities in France, Germany and Sweden. PIDA, which is integrated into course programmes, offers students an opportunity to display their works to a wider public and demonstrate their skills to potential employers.
Criteria for the PIDA jury’s judgement?
The jury’s main task in considering the students’ packaging concepts is to judge the level of innovation and the visual impression – the ability to present and sell the product – including the form of the packaging, the graphical profile and sustainability issues.
Winner of all categories went to Crack her with its harmoniously creative design stood out. A 20 cl bottle is placed horizontally alongside every plate as an intriguing and explosive surprise. The form, brand and graphical representation of the packaging clearly expresses the idea of a miniature firecracker. The element of surprise and the raising of the glass combines into a playful, spectacular and festive event that chimes well with the concept of champagne, which retains its unique position in the face of more modern values. The aesthetically appealing, retro-modern vintage look visually reinforces the sense of playfulness and the past. The target group, young people in the 20s to 30s age bracket, are particularly receptive to this kind of subliminal communication.
The second prize, for Best innovation, went to L’envol, which is suggestive of a bird in flight. This entry was conceived with weddings in mind. It too was awarded the prize in recognition of its harmonious design, the start of the new matrimonial life, and the start of a packaging design that, like a dress, carefully envelops the bottle. A feminine take with a discerning, minimalist and seductive design – another way of going against the rules and characteristics traditionally associated with champagne. The packaging, adorned with a small leaf motif, stands out through its very simplicity. Few – but highly typical – distinctive features.
The winner of all categories, WAY Champagne, is based on purity, simplicity and functionality of form. In addition, the concept has been designed to be hung over the handlebars of a bicycle, creating the potential for new occasions on which to drink champagne. Totally in line with the year’s brief, which was to challenge the traditional form of packaging and create something new and innovative that appeals to a younger target group and widens the scope of champagne occasions.
In addition to winners in all categories, three other prizes were awarded.
The winners for Best Level of Shelf Impact were Cajza Nydén and Max Molitor of Broby Grafiska with Quatz – an elegant horizontal packaging design with a functional handle for easy carrying.
In the category of Best Level of Innovation, the award went to Molly Mellström and Mimmi Ericsson of Broby Grafiska for their Carry Me On, designed for carrying to a picnic. The lid doubled as an analogue loudspeaker for use with a smartphone.
The winners of the category of Best Level of User Friendliness were Robert Ekberg, Elias Kornberg, Zsofia Réger and Bo Wahlund of Nackademin. Their entry, Bottoms Up, was based on the idea of making it easier to add a bit of sparkle to everyday life with champagne, via a packaging design particularly suitable for the refrigerator.
Finally, an honorary award was presented for the best documentation. It went to Petra Landfors, Camila Galdalez Garcia, Ladan Alipour and Anja Ruehle from Nackademin for the documentation for the entry The Twen Project. A challenging concept in the form of utility cartons.
For further information on the event and the winners, including the jury’s citations and pictures of the various entries, go to www.billerudkorsnas.com/pida.