《Pentawards:2022-2023包装设计十大趋势报告(英文版)(25页).pdf》由会员分享,可在线阅读,更多相关《Pentawards:2022-2023包装设计十大趋势报告(英文版)(25页).pdf(25页珍藏版)》请在三个皮匠报告上搜索。
1、1TRENDS REPORT 2022-20232One year on from our fjrst trends report the world is rapidly changing with much still in fmux.While things arent quite back to normal yet following the disruption of the pandemic,the entries to this years Pentawards competition reveal a bright future ahead for the global pa
2、ckaging design community.Having looked through the 2,000 entries from over 60 countries across fjve continents,weve had privileged access to the latest developments in packaging design around the world.We also held our inaugural Pentawards Festival this year,which brought together expert opinions an
3、d insights from across the industry.From all of this,we have identifjed the 10 key trends that are set to shape packaging design in the year to come.Some have developed out of trends we observed in last years report and others are emerging trends that we are set to see carve the way forward to futur
4、e developments in packaging design.Were delighted to share these insights with you here and hope you fjnd them a useful guide to where the packaging design sector is today and where its heading to next.The Pentawards TeamWELCOME3RISE OF THE CANpages 4,5SUPER PREMIUM GLASSpages 12,13CONSUMER-LED SUST
5、AINABILITYpages 8,9NEXT LEVEL SMART PACKAGINGpages 18,19PACKAGING AS THE PRODUCTpages 6,7ACCESSIBLE AND INCLUSIVE DESIGNpages 14,15HYPER BOLD VISUALSpages 10,11PACKAGING ON A DIETpages 20,21TACTILE DETAILINGpages 16,17DOODLESpages 22,234As predicted in last years report,weve seen a continuation of n
6、ew takes on traditional packaging.In this case:canned packaging.Perhaps its down to the drive towards using more sustainable materials,logistical reasons of being easier to pack,or simply to stand out from the crowd with something fresh.This trend has been brewing for a couple of years in the drinks
7、 industry,and indeed this years Beverages-Platinum winner was the perfect example of the trend:Williams cocktails,developed to help a Rotterdam bar keep business going during lockdown.After perfecting the ingredients inside,they wanted to fjnesse the outside by standing out with something different.
8、The result is six different types of cocktails,with 6 different labels and branding,held in a can made of thin rolled steel which is 100%recyclable.Were also seeing the rise of the can in sectors beyond the drinks market.In a market saturated with jars and pouches,Potts wanted to give its cooking sa
9、uces a unique look for standout on the shelf.With considerations also on the environment,they opted for recyclable aluminium cans,more commonly associated with soft drinks.With no window to see the product,the graphics and design had to work twice as hard to express the fmavour within each pack.WILL
10、IAMS PREMIUM CANNED COCKTAILSOffff,NetherlandsBEVERAGES,PlatinumRISE OF THE CAN01POTTS SAUCES This Way Up,UKFOOD-Spices,oils,sauces&spreads,Bronze5AOKKA VISUAL IDENTITY AND PACKAGING DESIGN low key Design,ChinaBEVERAGES-Tea and coffee(dry and capsules),SilverCOFANCY CONTACT LENS CAN COLLECTIONBeijin
11、g Sofun beauty,ChinaBODY,HEALTH&BEAUTY -Beauty,BronzeOther examples where we spotted this trend was for coloured contact lens packaging CoFANCY,and as part of the collection for Aokka coffee.WHAT NEXT:We expect to see canned packaging become an increasingly popular choice for categories across the f
12、ood and drinks sector because it provides a strong sustainability story whilst offering novelty and differentiation.As the Potts example shows,we expect the trend to reach beyond the familiar area of canned alchoholic beverages.We also expect to see premium products and brands use cans adorned with
13、sophisticated graphic designs,re-positioning the can as a premium packaging option.“Cans are not only a more sustainable format for designers to use but can be versatile in terms of form,function and opening.They can bring an exciting and refreshing edge to a brand which may be why we have seen such
14、 a cross section across difgerent sectors choosing this packaging with successful results.”Chloe Templeman,Executive Creative Director,big fjsh016As we all know,sustainability is no longer a trend,its a fundamental part of any packaging design process.In light of saving on waste and space,we are see
15、ing more and more products where packaging forms a key part of the product itself.A great example of this is this years Diamond Best of Show winner,the Neck Pillow by Urban Forest.A functional and re-usable element,the pouch that contains the travel pillow is also the pump to infmate it,eliminating
16、any packaging waste.Continuing the environmental impact theme is the design of the F Solid Pod.Made from recycled materials,it helps maximise 100%of the gel or shampoo bars that it holds,is easy to transport,and has been developed for all types of users.F SOLIDPODCuldeSac,SpainSUSTAINABLE DESIGN-Bod
17、y,skin,health and beauty,Silver“As the impact of packaging on our planet(quite rightly)becomes a hotter and hotter topic each year;the trend for designers creating packaging thats beautiful,covetable and useful is hitting its peak.Products such as the Pocket Neck Pillow are redefjning what packaging
18、 can and should do”Jamie EllulFounder&Creative DirectorSupple StudioPOCKET NECK PILLOWUrban Forest Lifestyle Limited,ChinaDIAMOND-Best of showPACKAGING AS THE PRODUCT027CHANEL N5 ADVENT CALENDARKnoll Printing&Packaging,USABODY,HEALTH&BEAUTY-Limited editions or series,GoldSUSTAINABLE DESIGN-Luxury go
19、ods,GoldOLIVE OIL DISPENSERGrupo Idea,SpainFOOD-Spices,oils,sauces and spreads,GoldMeanwhile,to celebrate the 100th anniversary of the Chanel N5 fragrance,Chanel created its fjrst ever advent calendar in a super-sized version of its iconic shape,using moulded pulp packaging that becomes a collectabl
20、e item in itself.Another example is the SOSO olive oil dispenser,created in conjunction with the egg-shaped salt shaker already in the range.Made out of ceramics,recycled plastic and cork,its a compact and unique design which fjts perfectly in your hand when pouring and turns the packaging into a di
21、ning table necessity.WHAT NEXT:This trend is an inevitable result of the push towards more sustainable packaging solutions and a circular economy.However,in terms of how the trend will develop,we expect to see an increasing fusion of aesthetics vs.function to create packaging that is both aesthetica
22、lly-pleasing to encourage consumers to keep and re-use it,and also environmentally-conscious in terms of transportation costs and waste.028CONSUMER-LEDSUSTAINABILITYWith the personal care and beauty industry producing more than 120 billion units of packaging every year globally,its no secret that br
23、ands and agencies have been looking for ways to reduce their impact.While this in itself is not new,what we have been seeing is more brands communicating to consumers about what they can do themselves to help complete the more environmentally-friendly circle.Educating consumers on how they can dispo
24、se of the various elements of the packaging helps put some of the responsibility on the consumer too.This can be seen as a progression from a trend we saw last year of brands telling their sustainability story through their packs.Colgates Recycle Me toothpaste tube,which is the fjrst of its kind,wan
25、ts to raise awareness and promote behaviour change in consumers with its obvious recycling push.Carte DOrs Affogati line of ice cream has switched to 100%compostable and recyclable paper,with instructions on what elements to recycle or compost.03CARTE DOR AFFOGATI ICE CREAMReverse Innovation,ItalySU
26、STAINABLE DESIGN-Food,GoldCOLGATE RECYCLE ME TUBEColgate-Palmolive,SwitzerlandSUSTAINABLE DESIGN-Body,skin,health and beauty,Gold9903Doves re-usable body wash bottles and concentrate refjlls are similar in their messaging,providing eco-conscious consumers with a simple solution to cut down on waste.
27、Clear instructions are dotted across the pack about how to use the refjlls and the positive impact of this approach.WHAT NEXT:There is a real opportunity here for brands to increasingly involve consumers in the sustainability and recyclability story of their product and packaging,which in turn could
28、 well foster greater loyalty between consumers and brands as they feel a shared responsibility for the planet.We expect brands to jump on this opportunity to build closer connections and rapport with consumers about the critical topic of climate change.BODY WASH REUSABLE BOTTLES+CONCENTRATE REFILLSJ
29、DO Brand Design&Innovation,UKSUSTAINABLE DESIGN-Body,skin,health and beauty,Silver“Consumers are key enablers of giving packaging a second life,therefore on-pack communication,consumer education and engagement are key elements when considering new packaging solutions and the evolution of innovative
30、designs.”Eliisa LaurikainenBusiness Development Manager,UPM Rafmatac10HYPER BOLD VISUALSThe need for the wow factor stands strong in a world still recovering from the pandemic.Even though shops are open again,many people are still buying online so brands must stand out both in physical and digital s
31、tores as well as on social media.To do this,we are seeing brands focus on key bold colours,fonts and graphics to stand out from the crowd.Skincare range BYOMA uses modern typography and iconography alongside bold colours to display the brands pioneering science,ingredients,and innovation.Made from f
32、ully recyclable,100%mono-material plastic,the brands square bottle shapes enable easy and effective shipment to reduce its carbon footprint.“Today,brand standout needs to work across multiple platforms.Not just on shelf and online in the traditional sense,but potentially in ever-changing 3D worlds t
33、oo.We are seeing colour,unique graphics and bold symbolic logos embraced as brands aim to strengthen ownable visibility”Jennie PottsAssociate Creative Director,B&B StudioBYOMA Pearlfjsher,UKBODY,HEALTH&BEAUTY-Skin care,Silver041104In partnership with the Andy Warhol foundation,SK-IIs packaging also
34、stands out by taking inspiration from Warhols iconic television test pattern.A limited edition of gift packs were created with MTV-era inspired VHS tape boxes and analogue TVs.Created for the fast-growing US cannabis vape market,the design for Fuzed stands loud and proud and boldly communicates the
35、new brands proposition of high quality cannabis with naturally derived fmavours,whilst Andaras packaging design uses the logo as its main structure and as an iconic visual.WHAT NEXT:While the use of bold colour is not a wholly original trend in itself,the necessity of having to stand out amongst inc
36、reasing competition on social media and against strong,purpose-built DTC brands defjnitely is.The trend of strong and extreme use of colour,pattern,and typography which is simple and bold,rather than intricate,is therefore here to stay because this is what stands out best in a digital environment.Ho
37、wever,we expect this will eventually reach a saturation point,which is when we might see braver brands opting for monochrome or more muted palettes.Watch this(digital)space.FUZED Vault49,USAHOME,LEISURE&OTHER MARKETS,PlatinumSK-II x THE ANDY WARHOL FOUNDATIONLOVE.,UKBODY,HEALTH&BEAUTY-Limited editio
38、ns or series,SilverANDARA Boost Brand Accelerator,PeruFOOD-Breads,grains and pasta,Gold12SUPER PREMIUM GLASS As brands think more sustainably,we are seeing more and more glass packaging on shelves and online.Though to add a more premium fmair to these products,we are also seeing many bottled soft dr
39、inks turn to bespoke,intricate glass bottles with hyper premium detailing and fjnishings.MATCHs tonic water labels look and feel unique,as they have a microperforated look and a rubbery soft touch,reminiscent of the luxurious feeling of a new bicycle or tennis racket handle,whilst Pursues Hard Seltz
40、er created a custom bottle to offer a more nostalgic look and stronger premium cues.We also saw Maybe Sammys bottled premium cocktails with packaging designed to refmect elements of its popular Australian bar venue as well as the refjnement and sophistication of the teams perfectly crafted cocktails
41、.The green and gold colours have become synonymous with the brand,and this palette was extended across the packaging details,from the gold foil fjnishes to the custom outer box design.MATCH,NEVER ORDINARYSeriesNemo,SpainBEVERAGES-Soft drinks and juices,GoldSUSTAINABLE DESIGN-Branding&consumer,Silver
42、PURSUE HARD SELTZEROlssnBarbieri,NorwayBEVERAGES-Low and non-alcoholic drinks,BronzeMAYBE SAMMY BOTTLED COCKTAILS The Bar Brand People,AustraliaBEVERAGES-Cocktails,Gold0513“With an unprecedented range of color and design possibilities,bespoke bottles are beautiful,multi-dimensional works of art that
43、 elevate your brand,product and customer experience.Your glass packaging becomes a tool to drive brand-building and customer loyalty and can be 100%unique to you to really stand out.”Melianthe LeemanGlobal Category Lead for Wine&Spirits,O-ISimilarly,Mayfair Gin,looking for a premium look to compete
44、in the exploding gin category,took inspiration from the Georgian architecture of Mayfair in London,and used a stripped-back colour palette,embossing,foiling and a gloss varnish.WHAT NEXT:We are expecting brands to increase the sustainability of their glass packaging by using recycled glass,leaning i
45、nto a circular economy.A premium feel will maintain importance as brands have to work as hard as ever to build customer loyalty,and as conscious consumers become more selective with their purchases.MAYFAIR GINBen Galbraith Design,New ZealandBEVERAGES-Private labels,Bronze0514ACCESSIBLE ANDINCLUSIVE
46、DESIGNMICROSOFT SURFACE ADAPTIVE KIT Microsoft,USA BRAND IDENTITY&CONNECTED PACKAGING -Smart and Connected packaging,SilverPackaging that caters to a wider variety of consumers is truly cementing itself.This trend is now proudly standing out and gaining more attention,becoming a must-have for many b
47、rands.Created in partnership with people with disabilities,the packaging for Microsofts Surface Adaptive Kit was designed to be accessible,reusable,and sustainable.Containing labels to help those with visual impairments or disabilities use their Surface laptops,the packaging also caters to this audi
48、ence,with features including integrated loops for easy removal,as well as a braille QR code.Tackling a society taboo in a surprising way,the packaging design for Japanese medical brand Oops opted for colourful illustrations of young men,opening up the conversation around Erectile Dysfunction affecti
49、ng younger generations.06OOPSRiko Koide,JapanBODY,HEALTH&BEAUTY-Health care,Gold15And taking a more creative approach,Doritos Solid Black limited-edition packs were designed as part of a multi-platform initiative to bolster the voices of black innovators and creators.Not only does the packaging help
50、 introduce the world to a new class of“Black Changemakers”,Doritos will also donate$5 million to non-profjts chosen by them as part of the campaign linking packaging design to real-world change.WHAT NEXT:This trend is bound to develop further as brands understanding of the diversity of their audienc
51、es,and their needs,evolves.At the Pentawards Festival this year,Jeremy Lindley,Global Design Director at Diageo,emphasised the danger of unconscious bias in design and the fact that real empathy in design is still often lacking.Lindley also spoke about playfulness as one of the most important tools
52、for creating truly inclusive design,and we expect to see many more playful solutions to packaging design for diverse audiences in the next few years.06“We need to stop thinking of people as consumers,and start thinking of them as human beings”Mauro PorciniSenior Vice President&Chief Design Offjcer,P
53、epsiCoDORITOS SOLID BLACK Pepsico,USAFOOD-Limited editions,Gold16TACTILE DETAILINGAs we continue to move away from a desensitising and physically disconnected period of lockdowns,we are seeing brands aim to re-engage consumers through intricately detailed,tactile packaging.The added aspect of touch
54、gives these designs another dimension beyond the visual,opening the packaging experience up to a wider audience.For the limited edition Avyun wine,the central element of the design is an embossed grape leaf,with red pigment fmowing through its indented veins to varying extents to refmect the maturit
55、y level of the wine.Meanwhile,Almatura uses handcrafted recycled labels whose tactile fjbres evoke the natural quality of the product inside,with embossed lettering adding further texture.“Neuromarketing research reveals texture can afgect sensory experience which implicitly activates not only a fee
56、ling of higher quality and value,but also of exclusivity.A products packaging surface is the most intimate intercourse between the brand and the user,and the most powerful“fjrst impression”maker.”Ral CobosMarketing Manager,Derprosa by Taghleef IndustriesAVYUNBackbone Branding,ArmeniaBEVERAGES-Limite
57、d editions,Gold07ALMATURA IRBI,SpainSUSTAINABLE DESIGN-Beverages,Gold 17WHAT NEXT:We look forward to seeing further unique and creative approaches to the physical experience of packaging as the value of tangibility within an increasingly digital world continues to draw in consumers.The idea of makin
58、g packaging more sensorially diverse is bound to work in tandem with the ongoing rise of accessible and inclusive packaging design.07Other unusual textural features like the shredded Euro banknotes on Re:Incarnated Spirits bottles,as well as the hyper-detailed embossing of hand-created illustrations
59、 on Chteau Galoupet,give these products even more appeal.We can also see tactile details in Dare to be reals makeup,with a twist on the usual clean-cut beauty care packaging,and in the Gift of Huangyao,with its three dimensional packaging inspired by traditional Chinese architecture.RE:INCARNATED SP
60、IRITSRuska Martn Associates,GermanySUSTAINABLE DESIGN,PlatinumCHTEAU GALOUPET CRU CLASS FutureBrand Paris,FranceSUSTAINABLE DESIGN -Luxury goods,SilverGIFT OF HUANGYAODecelent,ChinaBRAND IDENTITY&CONNECTED PACKAGING -Self promotion,SilverDARE TO BE REALShanghai Nianxiang Brand Design&Consulting,Chin
61、aBODY,HEALTH&BEAUTY -Beauty,Silver18NEXT LEVEL SMART PACKAGINGBrands are continually fjnding new ways to communicate and engage with consumers,which has meant a sharp rise in smart and connected packaging in recent years.This has allowed consumers to engage with more information on the product,its i
62、ngredients,and the brand.As a relatively new trend,we have seen this continue to evolve in new and exciting ways.For The Fetichists packaging design,a radical graphic universe was created to refmect the intricasies of the ready-to-drink cocktails developed by mixologist Ugo Jobin.The bold,digital ne
63、on design carries over to its video game-like website,where consumers can discover more and purchase cocktails online.“Smart packaging helps brands create more meaningful and connected experiences with their consumers.In a world that is still recovering from the pandemic,this connection is now more
64、important than ever”Adam RyanHead of PentawardsTHE FETICHIST Servaire&Co,FranceBRAND IDENTITY&CONNECTED PACKAGING -Smart and Connected packaging,Bronze0819FaceGym is an environmentally-friendly,sports-inspired beauty brand complete with unique personal trainer-like application techniques only access
65、ible via QR code.They created a tactile pull-off tab to open the product in a unique and memorable way,capturing the consumers attention and piquing interest.Cleverly hidden codes were then revealed,which the user could scan to improve their results.And with Wondercan,each can hides a message,reveal
66、ed via AR,about a topic of interest to the target audience,such as feminism or sexual diversity.AR gives the packaging a new dimension and the possibility of discovering the different stories that appear on the can.WHAT NEXT:With technology and social media becoming increasingly sophisticated,we loo
67、k forward to seeing new and innovative ways of brands connecting with consumers beyond whats displayed on the box.We also expect a lot of this content to engage consumers with topical issues as well as the sustainable story behind each product,as these become increasingly important to global audienc
68、es.08WONDERCANSupperstudio,SpainBRAND IDENTITY&CONNECTED PACKAGING -Smart and Connected packaging,BronzeFACE GYMEstablished,USABRAND IDENTITY&CONNECTED PACKAGING-Smart and Connected packaging,GoldBODY,HEALTH&BEAUTY-Skin care,Gold20SIZE MATTERS-PACKAGING ON A DIETAs environmental concerns stand stron
69、g,its not just the recyclability and sustainability of the materials that is under consideration,but also how packaging can be reduced and minimised to save on waste and transportation.The packaging design for Heights DTC products was driven by two factors:a need to be highly distinctive and to fjt
70、through letterboxes.In order to minimise the carbon footprint and stay within the 25mm overall package thickness for economic delivery,a special shipping box was designed from moulded sugar cane pulp.As part of their reduction in the use of plastic,SONY developed a new packaging material made of bam
71、boo,sugarcane fjbre and recycled paper,reducing the packaging size for their WF-1000XM4 earphones by 34%.HEIGHTS Pentagram,UKBRAND IDENTITY&CONNECTED PACKAGING -Packaging Brand Identity Projects,GoldSONYS ORIGINAL BLENDED MATERIAL Sony Group Corporation,JapanSUSTAINABLE DESIGN-Home,leisure&other mar
72、kets,Gold0921Meanwhile,the geometry of the bottle shape for VETAs spirits was designed to refmect the shape of a fmask but the key feature is its sustainable moulded pulp pack which protects the product in an attractive way while minimising packaging.WHAT NEXT:As a relatively simple approach to sust
73、ainability which is also cost-effective for brands,and as excessive packaging and waste becomes less desirable for the ever-more conscious consumer,we expect this trend to last for the long term.Look out for the smart-packaging concept combining with this trend,as brands use QR codes to link to info
74、rmation digitally as opposed to using space and excess material for product details on the packaging itself.VETA,WHAT MATTERS SeriesNemo,SpainBEVERAGES-Spirits(Clear),GoldCURIUS VETA PACKDAPY-DO INTERATIONAL,FranceSUSTAINABLE DESIGN-Beverages,Silver09“Behind every problem there is a hidden solution.
75、With the rise of DTC,a real opportunity has been created to rethink packaging structure in a disruptive and sustainable way.”Hernn BrabermanExecutive Creative Director,Tridimage22DOODLESWeve also seen a rise in packs that are displaying hand-drawn illustrations or handwritten notes,evoking a sense o
76、f personalisation and human connection directly with the brand.During lockdowns,many people found themselves at home and took to hobbies like writing or drawing,perhaps refmected in these pieces.For example,the message on the limited edition“Untitled”s wine sends a playful and category-disrupting me
77、ssage that many may have felt since the pandemic started,“We are not drunk enough to survive the 21st century.”“Some brands invite us to play.Doodles have been with us since childhood and are a very emotional and slightly absent-minded visual expression.Designs executed in this way dialogue with peo
78、ple in a very human and universal language,efgectively connecting feelings and memories”Beatriz SurezCo-Founder&Head of Strategy,Estudio Maba10UNTITLED Lefki Savvidou X Marios Karystios,CyprusBEVERAGES-Wine(light),Gold23A new beer brand targeted at young adults,Lovibonds packaging features illustrat
79、ions on the label in luminous ink depicting two different scenes:a peaceful quiet illustration for the daytime,and a more hip-hop vibe for the evening(pictured).Meanwhile,the packaging for Compounds fruit juice features a fun drawing of a fruit monster amongst energetic doodles of symbols and patter
80、ns,a creative approach that helps it to stand out against competitors.WHAT NEXT:As the digital world gains ground,we think hand-drawn motifs will continue to play a part in packaging as a balance to increasingly analogue designs.The characterful and free form of doodling,in particular,brings to mind
81、 a childlike creativity that will continue to appeal to all generations,bringing an especially human feel to the visual design of packaging.COMPOUND JUICE DRINK ideafjne,ChinaBEVERAGES-Soft drinks and juices,SilverLOVIBOND 30ShenZhen Lingyun creative packaging design,ChinaBEVERAGES-Beer and cider,Go
82、ld1024Founded in 2007,Pentawards is the leading globalplatform and community for packaging design.Committed to recognising excellence in design,Pentawards providesa source of inspiration and connects people from across theworld through its annual competition,gala ceremony,internationalconferences,di
83、gital events,books,social platforms and more.ABOUT PENTAWARDSFind us on our socials pentawards or fjnd out more at 2,000+entries in 2021,of which 19%won a trophy60+countries take part annually50+internationalJury members700people from over 30 countries attended the Festival and Gala Ceremonyjust under25JENNIFER CLEMENTS(Editor)Project&Marketing ManagerADAM RYAN Head of PentawardsANNA SAELIProject&Marketing ExecutiveGEMMA LEE BROWNDesignerTHE PENTAWARDS JURY TDC PRThanks to our sponsorsCONTRIBUTORS