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

Nature’s Selection Foods (Division of AAB Holdings)

Package Title

Deliciously Simple™

Package Component Manufacturer

Nature’s Selection Foods

Package Designer Functional

Nature’s Selection Foods

Package Designer Graphic

Nature’s Selection Foods

Package Owner

Nature’s Selection Foods

Comments

This pack innovation creates unique value for the product. It’s the first example seen where a piece of industrial design is applied to become part of the brand’s fundamental core premise. The brand name promises ‘simplicity’ and the pack proves it immediately. The tray is used both for mixing and cooking, as it won’t burn in the oven. It can even be used to transport the finished cake to school or the office. Standing on end at point of sale, the range merchandises extremely well. Powerful product photography that is almost life-size delivers the ‘delicious’ aspect of the brand promise, and a bold black and yellow scheme adds maximum impact.