Since its founding in 2007, Dieline has celebrated one of the best in packaging design, elevating consciousness to the large worth of each shopper product packaging design and branding.
Now, in its twelfth yr, Dieline Awards 2021, offered by Adobe and sponsored by Neenah, Designalytics, and Manter, continues to be one of many world’s main packaging design competitions, recognizing a few of the world’s greatest creatives and businesses.
This yr, we obtained practically 1,600 entries—probably the most we’ve ever been despatched—with winners hailing from 28 international locations throughout the globe. Taken collectively, the prize-winning recipients supply a snapshot of the place the packaging business is heading, not solely with daring and progressive designs however with many manufacturers committing to plastic-free supplies. Right here, you’ll discover a few of the greatest design businesses and studios within the sport right now, but additionally in-house design groups and impartial designers.
The awards’ jury incorporates a who’s who from the world of design. Luminaries like Design Matters’ host Debbie Millman, Design Army co-founder and CCO Pum Lefebure, A Plastic Planet’s Sian Sutherland, Swedish company Grow’s Isabelle Dahlborg Lidström, Tom Szaky of TerraCycle, Made thought co-founder and artistic director Ben Parker, Pearlfisher VP govt inventive director Hamish Campbell, Wolff Olins CCO Forest Younger, Stamp Works co-founder Jin Fujiwara, impartial designer Badal Patel, and COLLINS CCO Brian Collins. Mainly, the individuals you need eyeballing your work.
Awards have been judged throughout 5 classes—creativity, marketability, innovation, execution, and on-pack branding, in the end going via two rounds of rigorous critique and appraisal.
What you’re about to see right here is one of the best of one of the best. So get the espresso on, sit again, and buckle up as a result of we’ve obtained fairly just a few awards handy out. And lastly, please be a part of us at Dieline Awards Live, a 1-day, complimentary digital occasion offered by Adobe on Tuesday June eighth celebrating the large winners of Dieline Awards 2021.
Y’all knew this was coming, proper?
There was one undertaking that was on the tip of each designer’s tongue this previous yr, and that was JKR’s redesign for Burger King.
JKR took us again to the ’70s with the sort of burger emblem that made for good instances and ironic t-shirts, the right homage to their beloved, juicy heritage. Insignias apart, even the packaging belongings shine with the brand new proprietary “Flame” typeface that takes inspiration from the shapes of their meals, because it genuinely seems like retro-fun while you tear right into a Whopper. The refresh additionally extends to different components of the QSR, with new retailer designs and daring swaths of shade. Even the uniforms dazzle, incorporating the crack illustration proven all through the id.
“An ‘aha’ second was after we landed on the thought of creating the Burger King model actually as crave-able because the meals,” mentioned Lisa Smith, govt inventive director at JKR, on the announcement of the refresh. “That meant making each single factor impressed by the meals—from the Flame typeface which evokes the pure, natural shapes of substances and appears so mouthwateringly scrumptious, to the colours, that are impressed by the Whopper and BK’s trademark flame-grilling methodology of cooking the burgers.”
Burger King has spent years eradicating preservatives, coloring and flavors from synthetic sources out of their meals… however you’d by no means comprehend it. As a result of earlier than you chunk right into a Whopper, you see a 20-year outdated model id that screams comfort, not craveability. The problem is, how do you flip Burger King’s daring, flavorful, irreverent character right into a model id with out sacrificing ‘Have it Your Means?’
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It’s not a lot enjoyable internet hosting an awards competitors in case your esteemed jury of consultants will get to choose each winner. Nicely, it’s our social gathering, and we’ll cry if we wish to, and which means selecting our personal favourite piece of packaging from the overwhelming variety of unimaginable entries.
This yr, the Dieline Editor’s Selection award goes to Werner Design Werks for his or her North Central States Planned Parenthood marketing campaign. The studio took the standard plain white bag you get in your contraception and reworked it right into a boldly vibrant and bombastic piece of packaging. Not solely is it a bid to create a extra lasting and highly effective reference to their sufferers, but it surely’s an expression of feminine empowerment, one which heightens the emotional affect and worth of the group. And that is fairly important in a yr the place ladies’s reproductive rights within the US stay beneath hearth (and have been beneath hearth for fairly some time).
Werner additionally managed to create a plastic-free expertise (minus the condoms, as a result of that is not within the playing cards but, guys), using a particular standing paper pouch to carry a number of contraception manufacturers, making it resemble that of a magnificence field subscription. It even has a hair tie closure.
Positive, the white bag was already recyclable, however they’ve managed to create a priceless shopper expertise that celebrates Deliberate Parenthood’s mission and their decided and constant sufferers.
UNITED STATES, UNITED KINGDOM & SHANGHAI
Loads of businesses impressed our judges this yr. Nonetheless, there was one specifically that gained probably the most awards ever collected by a single studio in any given yr.
Yup, it was JKR.
This yr, they racked up eight awards for his or her work on Burger King, Jet-Puffed, The Heinz International Masterbrand, and for skincare line Bloom and Blossom. And when you may suppose we paved the best way for one more JKR sweep, the actual fact of the matter is that our jury chosen our winners—however hey, we don’t blame you. After all, it’s arduous not spilling ink about their initiatives as a result of they get to work with so many iconic manufacturers, and people manufacturers shine. While you have a look at the suite of branding belongings every one in all their shoppers receives—proprietary fonts, variable logos, subway advertisements, and UNIFORMS—it’s arduous to not be wowed. Even the smaller start-ups they work with get the identical stage of professionalism, dedication, and high-end design that Burger King does.
Additionally they occurred to win the VERY subsequent award we’re going to speak about now…
2021 will certainly go down because the yr of the three Rs—Redesign, Refresh, and Rebrand. Possibly it’s as a result of for the higher a part of a yr, we’ve been caught indoors, and other than 10-yard sprint journeys to the grocery retailer, we’re largely experiencing life via our telephones and laptops.
Regardless, one redesign stood tall amongst so many others—Burger King.
The largest factor the king of burgers needed out of their refresh was to not solely look higher on a display (and that’s the chief method we work together with manufacturers lately) however to make the substances pops, with beautiful illustrations and sort you may nearly style.
“It was plenty of funding in a digital transformation and find out how to make going to the restaurant or on an app probably the most fascinating and nice,” mentioned then vp and international head of design at RBI, Rapha Abreu, to Dieline on the time of the redesign. “However we’re additionally nearly reinventing the model from a meals high quality perspective. We’re eradicating all synthetic flavors and colours, and we’re clearing the menu from high-fructose corn syrup. Plus, we now have extra of a dedication to sustainability, individuals and communities, and the planet.”
In 2019, pharmacies crammed 4.22 billion prescriptions, and, as I’m certain you may think about, a lot of that was in plastic. Attempting to recycle these tiny amber bottles may current a problem as many municipalities gained’t settle for them curbside as a result of they’re thought of medical waste or as a result of the container is simply too small. In the event that they just do so occur to permit them, you’ve obtained to peel off the label or throw the cap out along with your common trash.
In different phrases, it’s an imperfect vessel. Oh, and that 4.22 billion we talked about? That’s simply the US alone.
Now in its third yr, Dieline’s Plastic Free Innovation of the 12 months, given alongside non-profit advocacy group A Plastic Planet, goes to Saatchi & Saatchi Wellness for his or her cleverly designed Prescription Paper Capsule Bottle. Developed alongside Tikkun Olam Makers (TOM), the compostable bottle meets each FDA requirement for water, mild, and little one resistance, that includes zero synthetic glues or poisonous dyes. Better of all, the capsule bottle design is open-sourced, which means any pharmacy anyplace on the earth can use this design now (you may even obtain the construct equipment here).
“Think about a world the place we now not had the dichotomy of healthcare contributing to the huge plastic disaster,” says A Plastic Planet co-founder Sian Sutherland. “This new innovation, utilizing paper in such a intelligent method, is about to make that dream doable. Billions and billions of indestructible without end plastic capsule bottles are now not needed. The kid-safety closure is genius. We hope this simplicity and pure creativity of this packaging idea units a excessive bar that many will now attain for.”
Design has the facility to vary the world, and Dieline and Adobe wish to acknowledge the creatives that dream up the myriad methods during which we will rework the packaging design business with sustainable practices and supplies. Not solely are you doing the planet a strong, however you’re offering designers with a blueprint for a way they will innovate as effectively.
Successful the Adobe Sustainable Design of the 12 months award is Lithuanian designer Aurimas Kadzevi?ius of Pencil and Lion for his elegantly easy zero waste honey pot, Bee Loop. The eco-friendly packaging makes use of simply two substances, beeswax and natural linen, and is recyclable, renewable, edible, biodegradable, antifungal, antiviral, antiseptic, antibacterial, and even label-free, as a sizzling stamp will get utilized for the branding. With its pure but refined and trendy look, it makes for a vessel that pushes us past the dreaded single-use plastic bear—and no disrespect to the bear, you’re cute, however nobody’s actually recycling you, are they?
“Adobe is proud to help The Dieline’s Design Awards and sponsor the inaugural Sustainable Design class. The Bee Loop Honey Pot displays the ethos of the inventive transient and embodies core ideas of excellent design. Simplicity, performance, innovation, and creativeness,” mentioned Sebastian Shaw, director of strategic improvement at Adobe.
If all of us collectively look again, everybody would admit that 2020 wasn’t such an important yr.
That mentioned, over the previous yr, we’ve seen a lot highly effective work devoted to important and needed causes—whether or not it is breweries making hand sanitizers or manufacturers taking on social justice points. That’s why, beginning this yr, we wish to honor these creatives with our first-ever Design For Good Award.
Designed by New Zealand’s Milk, Change Maker is a beer that’s “brewing higher lives.” 4 buddies with mental disabilities needed to seek out significant work that might permit them to reside independently—whereas their brews have been successful with the locals, they weren’t making any headway. As soon as Milk stepped in, they created new packaging that celebrated the model’s goal, all whereas giving every of the beer varieties traits of the founders, with playful and vibrant illustrations that includes hops, bottling traces, loads of thumbs-up, and smiles. Additionally they partnered with a few of the Kiwi island’s most well-known breweries, like Moa and Duncan.
Now, we simply want them to ship us some.
We don’t know a single packaging designer that isn’t a sucker for paper, and that’s why we prefer to have a good time one of the best of that superb, pulpy tree stuff in packaging alongside our sponsor, Neenah.
This yr’s winner is not any slouch, and comes courtesy of Montreal studio Paprika with Saga Grand Gin. Dipped in yellow wax, every of the 4 bottles options characters that inform the story of the Acadian individuals. Nonetheless, the wax obscures their eyes, creating an charisma in regards to the spirit. Not solely is the model a tribute to the energy of the Acadians, but it surely celebrates their heritage. Moreover, the bottles draw shoppers in and pique their curiosity with 12 completely different tales that play out throughout the packaging vary, therefore the model title, Saga.
Basically, it is like 19 Crimes and Maker’s Mark had a child, and that child is a lovely gin.
An exceptionally produced label is a real factor of magnificence.
It’s no surprise that specialty self-adhesive label maker Manter chosen Antonio Nadal’s Destil Lat Artesanal from Símil Design. With its turn-of-the-century vibes, this premium liqueur options intricate particulars and foils and wouldn’t look misplaced behind your grandpappy’s liquor cupboard or at a classy bottle store that makes a speciality of artisanal spirits. The design discovered inspiration in classic fruit bins, and the typography takes on the shiny colours of the flavour selection. Add it up, and you have got a small batch liqueur value drooling over.
The Designalytics Effectiveness Award was created to assist elevate the function of bundle design by spotlighting the immense monetary affect that it might probably have on shopper manufacturers. Winner choice was fully data-driven, based mostly on gross sales efficiency within the market, in addition to rigorous quantitative shopper testing. This yr’s award goes to forceMAJEURE for its punch-up of Darkish Horse Wines. By simplifying the label and leaning into the model’s distinctive horse iconography, Darkish Horse improved communication of key info and elevated the model’s psychological availability. As if that wasn’t sufficient, they utilized premium paper shares with metallic and matte finishes to focus on the model’s visible belongings whereas conveying the premium high quality of the product. Designalytics’ analysis revealed that wine consumers are twice as prone to desire buying Darkish Horse’s new packaging to the outdated—a discovering confirmed by retail gross sales knowledge. Throughout the six months following the redesign, the model grew 15% in comparison with the identical interval through the prior yr, outpacing class development.*
“There is a rising physique of empirical proof underscoring what designers have lengthy suspected however could not beforehand quantify—that robust design has an immense affect on model efficiency. The outstanding redesign of Darkish Horse by forceMAJEURE is one such instance, and we hope it would encourage extra manufacturers to acknowledge the great enterprise worth of design,” mentioned Steve Lamoureux, CEO and founding father of Designalytics.
*Information impacted by Covid-19 has been adjusted to account for anomalous buying tendencies that skew year-over-year comparisons.
Can you modify soda from the within out? Nicely, United Soda says, sure, and this up to date tackle pop from Brooklyn’s Heart is boldly vibrant and smooth.
Work By Works Studio proves that you just don’t want aggressive pictures of fluffed ice cream erupting out of pints with NICE CREAM. Hell, you don’t even want illustrations of substances. All you want is one shiny shade for the flavour and a few artfully organized kind to speak the model title and all the opposite dietary info for a supremely modern-day deal with.
Was there a extra interesting gentle drink launched this previous yr than United Soda? Heart creates a veritable Pantone chip pattern dream with minimal copy, inviting you to style the actual rainbow. And did we point out simply how gosh darn colourful that is? I imply, in fact it is one of the best beverage packaging of the yr.
Nobody actually thinks about how we bundle disposable gloves, and that is exactly why OTVETDESIGN wowed our judges. Trying to talk the glove’s sturdiness, the field will get threatened by quite a lot of sharp objects. Shears, knives, and forks cannot even make a dent on this splendidly vivid and even barely terrifying field (severely, that is slasher-horror territory, and we imply that in one of the simplest ways doable).
“A Golden State just isn’t a spot. It is about being in a golden state.” Loads of hashish manufacturers attempt to emphasize how their merchandise will make you are feeling with their packaging, however FÖDA Studio’s dreamy packaging for Golden State genuinely achieves this. Using pyramidal textual content, wealthy, nearly ethereal colours, and a marbled present field, that is what we hope you are getting us for our birthday, fingers crossed.
British Increased Faculty of Artwork and Design
Germs will likely be working scared because of this cute idea line of sanitizing merchandise y scholar Evgeniya Abramova. The pale colours used all through the visible id give the phantasm that germs are being “wiped” away to disclose the clear portion of the bottle that comprises security info. Our favourite contact is the distinctive and playful monster illustrations that adorn the bottles.
Left and Proper Inventive Design (Shenzhen) Co., Ltd.
Smith & Village
ShenZhen Lingyun inventive packaging design Co.,Ltd.
PepsiCo Design & Innovation
Hovers Over Water Design Studio
Semiotik Design Company (SDA)
American Bubble Firm – Bubble Tree
Taylor Field Firm
Bangqian Zheng, Shanghai Dongxiang Tradition Communication Co., Ltd
OTVETDESIGN (LLC OTVET)
Dongguan Donnelley Printing Co.,Ltd
Zippo (China) Out of doors Product Co., Ltd.
Open Technique & Design
Mary Campbell, Gretchen Mihaly, Quinn Maynard, Aidan Rosario
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