The PIDA Marketing Design category recognises that emotional connection to packaging becomes a key asset of the brand to communicate, surprise, enchant and engage with the consumer, creating a different experience of usability. This can incorporate the functionality of the pack, the aesthetic design and the outstanding visual appearance that makes the pack stand out on shelf, the premium and gifting style design, and/ or unique and interactive communication tools on the pack.
And the winners are...
The Silver Award went to EzyPour + Refill by Thankyou and Caps & Closures.
And, topping the category with the Gold Award is Premium Grapes Paper Bunch Bag by Costa Group and The Packaging Hippie.
About the Gold winner:
The design challenge was to maintain product visibility while transitioning from plastic to paper – a material traditionally known for its opacity.
The judges said the Premium Autumn Crisp Grape Paper Bunch Bag is a pioneering example of how innovative design can transform packaging into a powerful marketing tool.
The key to its visual and functional appeal lies in its structural design, specifically the use of a see-through mesh paper window, which is a significant departure from traditional plastic alternatives.
The solution was an innovative paper-based mesh window integrated into the front of the bag, allowing visibility from multiple angles, not just from above. The Packaging Hippie says this feature is critical in maintaining consumer trust by allowing them to inspect the quality of the grapes at eye level, directly influencing their purchasing decisions.
The synergy between the recyclable paper material and the structural design of the mesh window enhances the overall aesthetic and functional quality of the packaging. This combination not only supports the weight and volume of the grapes, but also contributes to the product's premium presentation on store shelves.
The front of the pack prominently displays the eco credentials of the packaging. By highlighting these features in a consumer-facing manner, the packaging directly communicates the brand's commitment to sustainability and environmental responsibility.
