AMAZING PACKAGING DESIGN BY ADK WINS THE "BEST OF THE SHOW" PENTAWARD

The 2010 Pentawards Worldwide Packaging Design Competition is the only worldwide competition devoted exclusively to packaging design. Winners are selected by a jury of 12 packaging design professionals from leading branding and design agencies around the world. The Pentawards were officially awarded September 30, 2010, during the 2010 Shanghai Expo. The Pentawards were officially awarded on September 30, 2010, during the 2010 Shanghai Expo and this year's sponsors included Taschen, LuxePack, Sleever International, Esko Artwork and Avery Dennison.

This astonishing and creative HOYU3210 bottles that won the Diamond Pentaward 2010 for the “Best of the Show” are the work of designers from ADK, a major Japanese communication agency created in 1956, now present everywhere in the world, and a member of the WPP group.

HOYU3210 – countdown to beauty – is a range of products of HOYU, a company specialising in hair and hairdressing products. Created in 1905, HOYU has never ceased to innovate and to offer Japanese customers, who are among the most demanding in the world, exceptional products… in exceptional packaging.

3210 refers to a countdown to indicate what the product has to offer consumers, in a few seconds, even with the stress of the last finishing touches before going out, the ideal solution for a really perfect hairstyle.

The distinctly original and ideally ergonomic shape of the bottles leaves the usual codes behind to stand out among all its competitors. The designer confesses that he did not use a computer to create these ever so particular forms. His tools were his hands, the earth to be moulded, the file and sandpaper.

To be sure, the computer did play its role when the design went into production, but the initial form, as can be appreciated at first glance, owes its fundamental aestheticism to the artist’s hand, to his pure creative emotion.

The chosen colours, black and white, and transparency, reinforce the simplicity and the purity of the packaging. It is odds however on the environment front that these bottles will not wind up being recycled, but will be kept as decorative objects in bath rooms and will soon find their way to exhibitions and museums devoted to design.

Anthem Worldwide, a Schawk Strategic Design Company, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, also received a Bronze Pentaward in the 2010 Pentawards Worldwide Packaging Design Competition for its packaging design for Nestle Noir.

Anne Dean, managing director of Anthem Worldwide's Toronto office, commented, "We are very proud of our partnership with Nestle Canada and honored that Anthem was engaged to help Nestle leverage the significant growth opportunity in the premium dark chocolate category. Our work for Nestle Noir was singled out for its creative excellence in the prestigious global Pentawards competition."

Gary Oakley, creative director of Anthem Worldwide's Toronto office, said, "We are honored to have our work for Nestle Noir selected from the vast number of global entries to receive this mark of distinction. We see this as endorsement from a respected jury of branding and design leaders that our packaging communicated the new look for Nestle Noir, ensuring that the cocoa content and the unique shape of the tablet form was successfully highlighted."

For more details on the awards, watch out for the current issue of Packaging Plus that will be specially carrying an article on the same.