Huhtamaki Brand Design Award

Award Criteria

This Award recognises the deliberate creation of brand value through its packaging. The winning entry was to 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, primarily through its packaging.

Entry Submitted By

Aldi Stores

Package Title

Brannans - Premium Angus Steaks

Package Designer Graphic

Motor Design

Package Owner

Aldi Stores

Comments

In the first real attempt judges have seen to break away from the conventions of the category, this range stands apart from the competition. Pack designers have used the sleeve to add more than just a brand name, and created an emotional connection through design. A silver foil substrate shines through to tell a premium story, while powerful product photography delivers eye and taste appeal. Extra care has been taken with the photography via the use of shallow depth of field and open space around the product to allow an uncluttered sophistication. The result is a very polished pack, with a brand language all its own.