This year saw an added and most welcome dimension of having 2 female judges complementing the jury. Lotte Krekels from Carrefour brought her experience of retail and Susanne Lippitsch brought her considerable structural design skills to the mix.
Having such a wide perspective, which also included 2 members from the client side, really enhanced the debate which was further enriched due to the quality of entries. While there were slightly fewer than last year, it is fair to say that was more than made up by the quality.
Interestingly, the judges were very impressed with the overall entries within the Beauty, Pharmaceutical and Food packaging but even in the other categories, the jury often expressed a ‘not seen that before’ comment and many of the packs just demanded to be interacted with.
Last year, the theme seemed to be one of ‘attention to detail’, running through many of the shortlisted routes. This year the theme appeared to be ‘engineering’. Some of the cartonboard engineering was truly amazing.
As can be seen with the winner of the ‘Most Innovative’ section, ‘amazing’ and ‘wow’ carton design does not need to be complex. If we can marry an excellent concept with production, distribution, retail requirements and above all, consumer requirements, then we really have something very powerful.
Satkar Gidda, Chairman of the Jury