2019 Transform Awards North America: Best use of packaging
Here are the stories of the winners from the 2019 Transform Awards North America. To read more, click the link at the bottom of the page
Gold: Keurig Dr. Pepper and CBX
Mott’s is one of the most recognizable apple sauce brands on the market, but sales were lacking in the pouch category. With consumer preferences shifting to favour pouches over cups, Mott’s saw an opportunity to leverage a clear pouch to meet demands for transparency in children’s snacks.
CBX created a cast of 11 characters called ‘Pouch Pals’ for kids to connect with even when snack time is over. Each flavour was given a character and a unique back story, drawing kids in at point of sale with their funny faces, creating an engaging moment during usage, and leaving a lasting impression for both kids and parents alike.
“In this era of overly licensed superheroes, it is refreshing to see Motts/CBX actually creating their own proprietary characters,” lamented one judge. “It is truly hard to differentiate in a commoditized arena when innovation means a pouch.”
Another commented: “A fun execution that takes care of the concerns that a mom could have about quality.”
Gold - Seedlip and Pearlfisher
In a drinks market saturated by sugary soft drinks and a bevy of alcoholic offerings, Seedlip offers a sophisticated and craft driven spirit that is also non-alcoholic. Pearlfisher crafted a design language that reimagines the distillation of natural ingredients, informed by distilled herbal remedies of the 17th century. It brought the brand and each of its variants to life through an artful arrangement of Seedlip’s own botanicals. For Spice 94, the illustration takes the form of a subtle S. On closer inspection, this S reveals itself as the profile of the native Red Fox – a creature indigenous to the English countryside.
A pharmaceutical bottle reinforces the spirit’s medicinal roots, while a copper cap and copper detailing are used to elevate the brand and reference the copper stills used to create it. “Insightful strategy resulting in a quirky, fun and engaging brand packaging,” commented one judge. “Beautiful and whimsical illustrations spark curiosity and make me want to learn more,” said another.
Silver: Æcorn Aperitifs and Pearlfisher
Part of making Æcorn Aperitifs relevant today is considering how best to introduce non-alcoholic offerings without compromising brand integrity. Pearlfisher created illustrations for each variety with changing butterflies/moths and oak leaves – crafted with dimension, iridescence and an imperfect geometry. The labels are printed over pearlescent paper to illuminate its opaline, butterfly-like characteristics.
Bronze: Straus Family Creamery™ and Thompson Design Group
The goals of this redesign were to better represent the premium nature of the brand and products. The packaging brings awareness to the brand’s mission to help sustain family dairy farms by providing high quality, minimally processed organic dairy products along with Straus’ ongoing advocacy and education supporting family farming and rural communities.
