Edible packaging wins Pentawards 2024. 39 awards also for Italy
The winners of this year’s prestigious Pentawards were revealed during a live Gala Ceremony at Magazine London on Friday 25 October. This year’s Diamond Award, the organisation's highest accolade, went to This Way Up (UK) for their design of new edible packaging solution OGT (One Good Thing). The idea for the product began when a countryside cycle ride left the OGT founder shocked at the amount of litter spoiling the natural beauty, and so they developed a completely edible, 100% natural replacement for a plastic or paper wrapper alongside This Way Up. Designed to keep the bar fresh and be completely edible, the primary packaging is made from an edible beeswax coating and an edible rice paper label, while the ink used is 100% natural and food safe. Since the bar has no wrapper, OGT and This Way Up devised a way to include a bold logo onto the small rice paper label, with room for a flavour descriptor and use of one colour. Every decision made was in aid of conserving, reducing, lowering and removing.
This year, the jury highlighted several notable trends among the Pentawards 2024 winners, including innovative use of waste products, packaging with a strong connection to culture or place, and an increased use of bold mono-symbols instead of words. Pentawards also noted that Redesign was one of the largest growing categories this year, in which Design Bridge and Partners took home the Platinum award for their work with Italian confectionery manufacturer Pastiglie Leone.
In addition to these winners, every year Pentawards hands out Special Awards which recognise remarkable achievements in packaging design. These included:
- Design Agency of the Year – Design Bridge and Partners (UK)
- People’s Choice Award - Bananostafido by Loukas Chondros (Greece)
- Educator of the Year – ELISAVA (Spain)
- NXT-GEN, Best Student Work – XUN by Guangdong Industry Polytechnic (China)
- Best Newcomer - Retbaa (Senegal) and Kids (Spain)
Many awards also for Italy
There are 39 awards won by Italian agencies this year: an absolute record since the beginning of the award, which in recent years has seen an increasingly broad participation of our country and an exponential growth of awards (there were 17 in 2023, 18 in 2022, while 2021 marked the first time that the number of awards exceeded 10).
These included, in addition to the Platinum to Multiverse Studio for the Hera dei Campi project, two Golds awarded to projects born in the Brand Revolution 2023 incubator: The Real Story is the invisible one, realised by Advision for Silverskin in collaboration with Valtenna, Grafical, Luxoro and myCordenons and The Storyteller, realised by BBDO Italy for Storytel together with Archè Comunicazione and myCordenons.
Platinum to Hera nei Campi, Multiverse Studio, Italy
For this winning project, Multiverse Studio completed the brand design, labels and three different packaging for each type of Hera nei Campi’s aromatic rice. The concept of the packaging is closely connected to the geographical area where the rice is grown, the Piana del Sele, which is one of the most productive territories in Southern Italy. One of the most notable elements of this packaging is the consumer interaction with the box as, by pressing in one point, the box opens and the jar with the rice appears. This conveys the idea of rediscovering rice and the land where it comes from. The label is reminiscent of unrolling of a parchment and tells the legend of Hera through spontaneous illustrations and typography.
Now in its 18th year, the 2024 competition received over 2,000 entries from 62 countries across five continents, with China, UK, US, Japan, Spain and Italy receiving the highest number of awards. Out of all the entries, over 700 were shortlisted by the competition’s international jury and revealed earlier this year.
The full line-up of the 2024 winners is currently available to view here at the Winners Gallery on the Pentawards website.
Founded in 2007, Pentawards is committed to recognising excellence in design, providing a source of inspiration and connecting the global packaging community through its competition and events.
25/11/2024
