Pentawards

The Pentawards are annual packaging awards, presented every year since 2007. Participants include designers, design agencies, communication agencies, brands, packaging manufacturers and design students.

Pentawards
Date2007
CountryBrussels (Belgium)
Presented byJean-Jacques Evrard and Brigitte Evrard-Lauwereins
Reward(s)Bronze, Silver, Gold, Platinum, Diamond Pentawards
Websitewww.pentawards.org/

History

The Pentawards were created by Jean Jacques Evrard and Brigitte Evrard-Lauwereins, both with degrees in design. They created and directed a design agency which joined Carré Noir from 1994 to 1998 and subsequently the Desgrippes Gobé group. At the end of 2006, they left their agency in order to run Pentawards full-time.

The purpose of Pentawards is to promote packaging design art globally. The head office of Pentawards is in Brussels, Belgium.

Registration and voting

Candidates must register on the awards' website and present their creations in detail from the last twelve months by providing standardized visuals. These creations are grouped into categories and presented to the twelve members of the Jury and its President. The jury's vote takes place without the identity of the participants being revealed. The packaging designs are judged in three ways: creativity/innovation – impact/branding/communication – quality of execution. In each category, the five packaging designs receiving the highest scores are "nominated". Participants are then asked to provide a physical sample of their nominated packaging (except for concepts). Upon seeing the packaging, the President of the Jury validates and confirms the nomination and prize level obtained: bronze, silver, gold, platinum or diamond.

Jury

The Jury is composed of thirteen personalities from the world of packaging design including designers or design agency directors and packaging design officials from large commercial brands. The president of the jury is Gérard Caron, founder of the Carré Noir agency and publisher of the Admirable Design. The judging process is supposed to take into account international sensitivities, cultures and markets. Their mandate runs for a maximum of four consecutive years and approximately one third of the jury is renewed every year. To become a member of the jury, candidates must have previously won a Gold, Platinum or Diamond Pentaward.

Awards

Five levels of awards are given: diamond, platinum, gold, silver, bronze. The diamond award is given to the packaging design which, across all categories, received the highest number of points. The platinum award goes in each of five major categories, to the packaging designs which received the most points in the given category. The gold, silver and bronze awards are given to the best packaging design in each sub-category. The trophies are representations of the Pentawards logo, a circle with a hollow pentagon in the center. They are manufactured with a zinc alloy and after being polished are plated. The "diamond" is a Swarovski crystal. The trophy was designed and engraved by Belgo-American artist Christian Heckscher.

Awards ceremony

Since 2008, the Pentawards have been awarded in a different city each year during a formal ceremony:

  • 2007 and 2008: (Monaco)
  • 2009: (Brussels)
  • 2010: (Shanghai)
  • 2011: (New York)
  • 2012: (Paris)[1][2]
  • 2013: (Barcelona)
  • 2014: (Tokyo)
  • 2015: (London)
  • 2016: (Shanghai)
  • 2017: (Barcelona)
  • 2018: (New York)
  • 2019: (London)

Diamond Pentaward winners

Special Pentawards

The organizers have also awarded honorary prizes to individuals, organizations or brands.

  • 2008: Herbert M. Meyer (USA) – Lifetime achievement, in Monaco
  • 2009: Lars Wallentin (Switzerland)[4] – Lifetime achievement, in Brussels
  • 2009: Karim Rashid (USA)[4] – Exceptional creativity, in Brussels
  • 2010: JPDA (Japan Packaging Design Association) (Japan) – 50 years of outstanding action, in Shanghai
  • 2011: Marry Lewis (UK) – Exceptional creativity, in New York
  • 2011: The Coca-Cola bottle through the years (USA) – Branding consistency and creativity, in New York
  • 2012: Yoshio Kato (Japan) – Lifetime achievement, in Paris
  • 2012: The Veuve Clicquot Ponsardin brand (France) – Branding consistency and creativity, in Paris
  • 2013: The Absolut Vodka brand (Sweden) – Branding consistency and creativity, in Barcelona
  • 2014: The Milka brand Mondelez – Branding consistency and creativity, in Tokyo
  • 2015: The Johnnie Walker brand (Diageo) (UK) – Branding consistency and creativity, in London
  • 2015: Kevin Shaw, founder of Stranger & Stranger (UK) – Exceptional creativity, in London

Publications

Every two years, the winning entries appear in a reference book published by Taschen and available in French, English, German, Spanish and Portuguese.

  • 2010: The Package Design Book n°1[9]
  • 2012: The Package Design Book n°2 [10]
  • 2014: The Package Design Book n°3 [11]

Exhibitions

Pentawards winner packages have been exhibited in different countries:

  • 2008: Monaco, Luxepack Show (Grimaldi Forum))
  • 2009: Shanghai, Luxepack Show (International fair building)
  • 2009: Paris, Design Pack Gallery
  • 2010: Shanghai, Luxepack Show (International fair building)
  • 2010: Paris, Design Pack Gallery
  • 2010: Monaco, Luxepack Show (Grimaldi Forum)
  • 2010: Tokyo, JPDA Congress (Tokyo International Forum)
  • 2011: Paris, Design Pack Gallery[6]
  • 2012: Düsseldorf, Drupa
  • 2012: Paris, International Packaging Show
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References
  1. Bouillot, Thomas (5 October 2012). "Pentawards 2012".
  2. "Diet Coke grabs the diamond trophy at this year's Pentawards by Branding Magazine". 5 October 2012.
  3. Newman, Andrew Adam (8 July 2010). "A Sharp Focus on Design When the Package Is Part of the Product". The New York Times.
  4. Montgomery, Angus (5 October 2009). "Pentawards winners to go on show".
  5. "2009 Pentawards Top Winners". 3 October 2009.
  6. "Pentawards announces winners". Packaging Digest. 1 October 2010. Archived from the original on 4 October 2010. Retrieved 21 March 2013.
  7. Rudenko, Anna (30 September 2011). "Pentawards 2011: Winners Announced".
  8. Papaefstathiou, Maria. "The best of packaging design 2011 Pentawards".
  9. TASCHEN. "The Package Design Book - Éditions TASCHEN". www.taschen.com. Retrieved 18 September 2018.
  10. TASCHEN. "The Package Design Book 2 - Éditions TASCHEN". www.taschen.com. Retrieved 18 September 2018.
  11. TASCHEN. "Pentawards. Éditions TASCHEN (Recherche)". www.taschen.com. Retrieved 18 September 2018.
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