Award Criteria

This category awards the deliberate creation of brand value through its packaging. The winning entry will be either an existing brand for which the packaging has been redesigned and enhanced to create new value or a new brand that is differentiated in its category.

Entry Submitted By

Amcor

Package Title

Arnott’s Shapes Sensations Cartons

Package Component Manufacturer

Amcor (Cartonboard material and printed carton)

Package Designer Functional

Amcor

Package Designer Graphic

Landor

Package Owner

Arnott’s

Comments

This is a great example of the power of good design. Expert graphics do the work here, elevating the range to the top of its category, and educating consumers to a new product story so succinctly. The sophisticated black background signals instant adult appeal. Sensory clues are given by the very effective visual device of an aromatic vapourlike swish. It embodies the slogan ‘flavour you can see’ and also creates a clever unity as it traverses across all packs at the point of sale. Colour deftly denotes flavour and is used expertly to colour coordinate descriptive and mandatory data on side panels. The food photography is immaculate and evocative and the design balance of the various elements is perfect. This pack range will gain a whole new audience.