SPECIAL PIDA DESIGN REPORT 2015pida.billerudkorsnas.com/PIDA/SPECIAL_PIDA_DESIGN_REPORT...Now, how did it go? The flight record of a champagne cork shot from a bottle that has been

SPECIAL PIDA DESIGN REPORT 2015

BILLERUDKORSNÄS SPECIAL PIDA DESIGN REPORT

PAGE 4 PIDA – the highlight of the year for many people in the packaging business. PAGE 6 The 2014 brief: Breaking the Code. Champagne offered in a new way. PAGE 8 PIDA France 2014:The winners went for style and elegance. PAGE 10 PIDA Sweden 2014: Simple shapes and bold graphics won. PAGE 12 PIDA Germany 2014: The unexpected and humour convinced the jury.

PAGE 14 PIDA Gallery: An inspiring retrospect of good design over four years. PAGE 16 The 2015 brief: Style and Smart On the Go. Fast pace meets good food. PAGE 18 How the 2015 brief fits right in with current lifestyle trends. PAGE 20 André Hindersson, design agency Silver, on how PIDA contributes to the industry. PAGE 22 What became of previous PIDA winners? Meet Linn and Ellen, packaging designers.

PAGE 24 Competing at PIDA #1: A Swedish example of thinking and conceptualization. PAGE 26 Competing at PIDA #2: A German example of thinking and conceptualization. PAGE 28 Nils Danielsson, Nackademin, on PIDA and tomorrow’s packaging designers. PAGE 30 François Bertrand, ESIReims, on the value of PIDA for the schools and the industry.

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BILLERUDKORSNÄS SPECIAL PIDA DESIGN REPORT3

In a crowded, fiercely competitive marketplace the package is your main vehicle for brand communication. Packaging decides the brand experience: in terms of visual impact, function and user friendliness. If the package appeals to me, speaks to me, involves me, I can relate to the brand.

Packaging is a difficult thing. Design students have to face a real, authentic challenge during their training. They need to solve a real assignment, taking all factors into account – practical, intellectual, emotional, environmental and economic. Their future employers expect as much. Consumers demand it.

PIDA is a competition, a game, a play with skill and creativity. But it’s a serious game. No matter how fun, it’s a preparation for a relentless reality where a designer’s efforts are met with sympathy or indifference.

This is why PIDA is important. Because packaging is important.

AGNETA ROGNLI, MARKETING MANAGER, BILLERUDKORSNÄS

They are in for a tough jobADDRESSBillerudKorsnäs AB, Box 703 SE-169 27 Solna, Sweden

PUBLISHERAgneta Rognli

LAYOUT & PREPRESSCordovan Communication AB

PRINTGöteborgstryckeriet

MATERIALExterior: BillerudKorsnäs White 240 gsmInterior: Multiart Matt 150 gsm

LANGUAGESEnglish

EDITION2,000 copies

2015

BILLERUDKORSNÄS SPECIAL PIDA DESIGN REPORT 4

For more than ten years, BillerudKorsnäs has invited packaging design students in France, Germany and Sweden to compete for the awards at PIDA. Over the years, interest has grown. For every year, more people want to get involved. More design schools want to participate. PIDA has become an important part of the educational programmes. More industry professionals show up at the events, want to deliver keynotes or be on the jury. The coverage in trade press and other media gets bigger all the time.

THAT’S IMPACT!If you are not in the packaging business, you may have a question: what is packaging impact? The answer can be long or short. A short answer would be: WOW! A longer answer: packaging that stands out on the shelf, packaging that strikes you as clever, innovative, user- friendly or very appealing. And that’s the kind of projects that win awards at PIDA.

IT’S EDUCATIONAL Young packaging designers from France, Germany and Sweden participate at PIDA as part of the curriculum of their educational programmes. PIDA gives

students an opportunity to get to know cartonboard properly. Get acquainted with the material, see its possibilities and limitations. For most students, carton-board will play a significant part in their professional lives. It’s a material they will have to know inside-out.

PIDA EVENTS IMPORTANT MEETING POINTSLater on, after graduation, the students will look for jobs in the industry. They

will find work in design studios, ad agencies and marketing departments. Some brands even staff their own in-house packaging studios. PIDA prepares the students for a future as packaging designers, while at the same time introduces them to industry professionals. At the PIDA events, students can get instant feedback on their design projects. In some cases this is where students get to meet their future employer.

PIDA DRIVES DEVELOPMENTAt the PIDA events, the professionals of the trade meet and mingle. Converters, printers, brand owners, designers, bloggers and journalists gather to watch the prize ceremony, to meet the design students and join the seminars. PIDA has become a recognised and respected hub for new ideas, impulses and inspiration. BillerudKorsnäs arranges PIDA in order to knit the packaging community tighter together, to charge

it with young talent and energy and to take part in driving the development of packaging design.

Packaging Impact Design Award – PIDA – has become the highlight of the year for many people in the packaging business. First and foremost a competition for young packaging designers, it has evolved into a popular event and an important meeting place for industry professionals.

A hub for young European packaging design

If you are not in the packaging business, you may have a question: what is packaging impact? The answer can be long or short. A short answer would be: WOW!

Zsofia Réger and Elias Koinberg of Nackademin receive their prize and

diplomas for winning Best Level of User Friendliness at PIDA Sweden 2014.



“Breaking the code” – that is the title of the 2014 PIDA brief. The code is the set of invisible and unspoken rules that uphold the traditions of how to package champagne and how to communicate it. The code also determines the whos, whats, whens and hows of drinking champagne.

REJUVENATIONThe assignment of PIDA 2014 is to challenge the traditional champagne packaging (not bottle) and create a contemporary package preferably with a futuristic touch using BillerudKorsnäs premium packaging material. The packaging concept should incorporate the myths and traditions of champagne

as the ultimate of luxury drinks but make them fit and reflect a young target group (aged 20–30) with different consumer habits. “This brief is very narrowed down,” says Agneta Rognli, Marketing Manager, BillerudKorsnäs. “Not as broad as briefs usually are. Champagne is a trendy beverage, exclusive yet conservative. The brief aims to challenge that, to do something unexpected and appeal to a younger target audience.” The use of premium cartonboard from BillerudKorsnäs is of course mandatory, and special consideration should be given to the selection of grade and grammage for strength and stability

as well as environmental impact. The packaging concept should be developed for a special occasion, such as Valentine’s Day, birthdays, graduations, etc., or even a new, made-up occasion. Packaging concepts entered into the competition are judged by the graphic design, degree of innovation, and capacity for shelf impact, sales and marketing. Now, how did it go? The flight record of a champagne cork shot from a bottle that has been shaken is 54.18 metres. How far could the packaging design students reach with their creations? The next few pages will show just that.

Champagne – the magic, the myths and the glamour. The preferred drink of the likes of James Bond and Marilyn Monroe. It turned out to be an appetizing yet demanding challenge, one that yielded results bubbling with creativity.

The 2014 brief:Breaking the Code



So they met once again at the eccentric venue of Musée des Arts Forains: the packaging design students of IUT, ESEPAC and ESEReims, and the French industry specialists. The young talent met the experienced and established packaging professionals.

WELL-VISITED EVENTThe event offered accomplished presentations of the competing projects, inspiration, networking, and knowledge transfer in the form of keynote addresses by Christophe Fromentin of L’Atelier Daedalus (Maquettes & Prototypes – rôles et valeurs) and Osvaldo Valente Pires of TPG Packaging (Le challenge de la création d’un packaging de Champagne – image de marque et protection). “The theme ‘Breaking the code’ has been very inspiring for the contestants,” says Jean Louis Azizollah, chairman of the jury. “Especially since champagne is perceived as a mythic, almost sacred, drink with an adhering set of unwritten rules.”

PRAISE FOR THE STUDENS“For every year I get more and more impressed with the design students,”

says Agneta Rognli, Marketing Manager BillerudKorsnäs. “Their achievements take on the complexity of packaging design – technically, aesthetically, functionally and commercially – and solve problems with great creativity and gusto.”

PIDA France – great designs from the home countryExpectations for the spectacular were met in Champagne’s own home country, with head-to-head races in all categories. The first prize – Winner All Categories – went to a team from IUT for breaking the code with an exceptionally elegant entry.

JURY:M. Fabrice Peltier, Agence DiadeisMme Lena Dahlberg, BillerudKorsnäsM. Christophe Fromentin, Atelier DaedalusM. Jean Louis Azizollah, JLA & Partners (Président)M. Christophe Delrive, BillerudKorsnäsMme Caroline Moulin, Fondatrice NAO Design TrendsM. Cyril Fourgeot, VG Angouleme S.A.SM. Osvaldo Valente Pires, TPG PackagingMme Cécile Jarry, PAP ARGUS, MP Media

WINNER ALL CATEGORIES Crack Her (Yann Marzolff, Julien Silvestre and Lucien Laurain of IUT) The jury’s motivation: “A 20-cl bottle is layed out beside each plate, as an exciting surprise. The shape, brand and graphic design makes the miniature firework concept easy to understand. The surprise and the drink make up a playful, spectacular and festive occasion that fits in perfectly with the champagne aura in spite of the modern attitude. The aesthetic, retro-modern vintage look accentuates the visual impression of fun and of times past. In short: a ready-to-print and ready-to-sell design project.”

WINNER BEST LEVEL OF USER FRIENDLINESS: Verbergen (Paul Huynh and Elie Conte of IUT). An elegant design concept whose shape and décor evoke associations to the Eiffel Tower and to living it off in the Parisian lap of luxury.

WINNER BEST LEVEL OF INNOVATION: L’envol (Floriane Sonnery, Théo Grangeon and Jonathan Allegre of ESEPAC). A project developed with weddings in mind, and it appealed to the jury: “A feminine design with a simple, minimalist and seductive execution: yet another way of breaking the rules and characteristics traditionally associated with champagne.” The romantic, white-and-pink theme is carried out nicely.

WINNER BEST SHELF IMPACT: Delacroix (Thibault Trefeil, Guillaume Roche, Thibaut Lebel, Clarisse Broyon and Pauline Marquet of ESEReims).


Crack Her

L’envol

Verbergen

Delacroix


“It’s an awesome feeling to win PIDA All Categories,” says Jenny Nölvand. “A bit chocking but great fun. I think we won because we did something entirely different: a simple design that is set far apart from traditional champagne style.” For PIDA Sweden 2014, there were 52 entries of which 21 were nominated. Contesting packaging design students represented three schools: Broby Grafiska, Nackademin and Mittuniversitetet. In a statement the jury concludes that they were pleased with the contesting projects all around and the development of packaging design training has taken another big step forwards – which means that praise is due also to the teachers. “At this year’s PIDA we have seen great many creative ideas. And there is a clear trend that many students have focused on practical skills and the environmental aspects,” says Agneta Rognli, Marketing Manager, BillerudKorsnäs.

Jenny Nölvand and Anna-Stina Nilsson became Winners All Categories at the prize event at the Museum of Photography in Stockholm. Their winning packaging concept was a twin pack of small champagne bottles designed to hang on the handlebar of a bike.

Bicycle-friendly project won at PIDA Sweden 2014

JURY:Bo Wallteg, nord emballage (chairman)Maria Ahlvik, OriflameAnnelill Annvik, Gafs Kartong ABPer Rappestad, Eson PacAnna Falkensjö, BillerudKorsnäsAndré Hindersson, Designkontoret SilverErik Näf, The Absolut CompanyRichard Odén, BillerudKorsnäsSandra Planeta, Planeta Design.

BEST LEVEL OF INNOVATION The jury said: For an interesting concept where the added value of the packaging will make itself heard of. A good innovation that could have been taken even a step further. The possibility to “connect” to a fibre-based package is very imaginative. It’s like fibre goes digital. And it works, we have tested it. The award goes to Molly Mellström and Mimmi Ericsson at Broby Grafiska for their “Carry Me On”, with a lid that can be used as an analogue loudspeaker for a smartphone.

BEST LEVEL OF SHELF IMPACT This award goes to an entry that should stand up tall as a proud package. The jury never quite bought into the idea of displaying and selling it as a pack that lies down, but whenever it stands up it is an attractive and luxurious packaging solution that despite its simplicity has an air of quality. Cajza Nydén and Max Molitor from Broby Grafiska with their project “Quartz” win this category.

BEST LEVEL OF USER FRIENDLINESS This category was won by a project with an idea picked elsewhere and applied in a new category. We are talking moving box kit aesthetics in an appealing way, a solution that takes the drama out of the champagne and breaks the code. It’s creative as well as graphically trendy. And it calls for celebration every day. The award goes to “Bottoms Up” by Robert Ekberg, Elias Koinberg, Zsofia Réger and Bo Wahlund from Nackademin. WINNER ALL CATEGORIES The jury’s motivation: This project goes to prove that the simplest thing can be the best. It’s a solution that breaks the code, yet keeps the mystery and the feeling about champagne. We appreciate the simplicity and the strong graphic shape that ensure high shelf impact. We are convinced that the concept is applicable to bigger bottles as well as other types of beverage. In addition, the documentation was first rate. Winners All Categories at PIDA 2014 are Jenny Nölvand and Anna-Stina Nilsson of Broby Grafiska for their “WAY”.


Carry Me On

Bottoms Up

Quartz

WAY


Some 170 people attended the PIDA event at the Hochschule der Medien in Stuttgart in April 2014. Packaging designers-to-be networked and met with established industry professionals. Besides the presentations and the award ceremony, participants were treated to an extensive seminar. The programme included speakers such as Achim Fringes from Neuromerchandising, who talked about perceptions and how to make use of them in a retail and purchasing context; Eric Näf from Absolut Vodka, who discussed how to build and develop a brand without traditional marketing and communication tools; and Thorsten Rudeck from Roman Klis Design, who focused on creating a cult and how to create beyond reason. The winners of the 2014 PIDA Germany in Stuttgart were Champunker, Champagne en Blanc and Capt’n Ahab. All three broke the code in a playful, inventive and unexpected way. What else can be said of a six-pack, the Eiffel Tower and the belly of a whale?

PIDA Germany: the punk, the captain and the towerCreative minds can take packaging solutions in unexpected directions. Despite the very specific, narrow scope of the brief, it allowed for a wide span of designs.

BEST LEVEL OF USER FRIENDLINESSThe jury selected Champunker by Marcel Messner, commenting that the “packaging was easy to use and had a nice graphic design and visuals as well as a clearly defined target group”. It’s a six-pack of piccolo-size bottles, with an integrated handle for carrying. The design is expressive, consistently executed and leaves no doubt about whether the code was broken or not.


BEST LEVEL OF INNOVATIONThe jury awarded Champagne en Blanc for the “Best Level of Innovation”. The design team of Julia Kugel and Lukas Rublinger had chosen the French national symbol for their project and designed their concept and packaging based on it. Elegant, romantic and visually interesting with its Eiffel Tower motif. The ensemble is suitable for a candlelight dinner. Candle is supplied.

BEST LEVEL OF SHELF IMPACTThe jury singled out Capt’n Ahab to receive an award for “Best Level of Shelf Impact”. Project team Michael Bauer, Florian Beck and Moritz Brodmann designed packaging in the shape of a whale holding a bottle of champagne in its stomach. In addition to the award, the team also received a lot of appreciation from the audience. Who says champagne packaging can’t be funny? This project is inventive and crowd-pleasing.

JURY: Lisa Russe, Ritter GmbH & Co. KG, Nina Hornung, Pack’NDesign,Simone Duda, adidas AG, Daniel Felke, adidas AG,Michael Wolff, Unilever, Helmut Sieber, Edelmann,Markus Weissgerber, STI, Thomas Reissig, Verdesoft,Christine Salzbrunn, Lothar Böhm Design,Jörg Storneke, BillerudKorsnäs, Lena Dahlberg, BillerudKorsnäs


Here is a selection of PIDA design concepts from the last four years. The four very different themes have fuelled the students’ creativity to produce amazing results. These were the themes: The Silent Salesman (2011), Anything but Square (2012), Food for Thought (2013) and Breaking the Code (2014).

IO:M / IO:WPIDA Germany Brief: Anything but square

KARBONPIDA Sweden Brief: Anything but square

LE CHANT DES SIRÈNESPIDA France Brief: Anything but square

ELEGANT HEELPIDA France Brief: Anything but square

DEMOISELLEPIDA France Brief: Anything but square

PRESSAPIDA Sweden Brief: Food for thought

PIDA gallery over the years


GOOD FOODPIDA Sweden Brief: Food for thought

POP PARTYPIDA France Brief: Food for thought

BIO-TPIDA France Brief: Food for thought

THE EARLY BIRDSPIDA Germany Brief: The Silent Salesman

REGREEN YOUR HOMEPIDA Germany Brief: The Silent Salesman

VODKA BRÅRUDPIDA Sweden Brief: The Silent Salesman

MK MACAROONS BOXPIDA France Brief: The Silent Salesman

TCHINPIDA Sweden Brief: Breaking the code

VELUMPIDA Germany Brief: Breaking the code


Takeaway food is well known as a concept and long established as a consumer habit: to bring home a pizza from the local pizzeria or a more elaborate meal picked up at a restaurant or high-quality deli. In both cases the food is usually served on plates and eaten with our own cutlery.

EASY TO GRAB AND EATOur increasingly busy lifestyle has introduced another phenomenon known as portable food or snacks – food that is consumed on the go. This might be a breakfast snack and coffee on the way to work, a smoothie and protein bar at the gym, or an easy-to-grab-and-eat meal en route to a football match or at the concert hall. Even flying these days often involves bringing something to eat on board. Unlike takeaway food, this type of meal requires a different type of packaging which allows consumption directly out of the box.

THE 2015 ASSIGNMENT The assignment for PIDA 2015 combines the takeaway concept and the portable food/snack lifestyle and adds the

challenge to develop and refine this combination and to create a packaging for a stylish and smart meal on the go. Here are some ground rules. The project should include: • A made-up meal/snack and brand

name, and appropriate target group• A clear message and graphic packaging

design that reflects the content• Sufficient visual appeal and functionality

(protect, handle, store, buy, use)• A clear description of how the package

meets sustainability demands• A clear marketing plan for how to

bring the project to the market• Packaging must be made of Billerud-

Korsnäs cartonboard (White, Artisan, Carry or Light). If a barrier is required, it’s enough to mention this in the documentation. No need to add a barrier in the prototype.

As for type of meal/snack, it is recom-mended that contenstants look beyond traditional eating or lifestyle habits for packaging which has not yet been seen in the market but which focuses on the “Style and Smart On the Go” challenge.

Depending on the number and quality of the applications, some 20–25 projects per country will be nominated for the awards.

JURY AND JUDGEMENTSThe jury will comprise representatives from the packaging industry (converters, packaging designers and brand owners), the trade press, and BillerudKorsnäs’ marketing organisation. The most important assessment criteria include user friendliness, level of innovation and shelf impact – the ability to advertise and sell the product – including the shape of the package, the graphic design, the sustainability considerations and the written documentation.

“Style and Smart On the Go”. This year’s challenge aligns perfectly with a current lifestyle trend: meals that are eaten on the go, straight out of the pack. The assignment is to create a concept that includes a stylish and smart on-the-go meal packaging solution – made of premium cartonboard.

The 2015 briefStyle and Smart On the Go

“ The assignment combines the takeaway concept and the portable food/snack lifestyle”



Food is on everybody’s mind. TV is full of cooking competitions and TV chefs. Cookbooks are published in staggering numbers. Exotic ingredients can be found in any shop. Food trucks appear in streets and squares. There is a growing interest and awareness in food among the general public. A greater demand for vegetarian food, locally grown produce, healthy meals and new, innovative cooking. The usual fast food or take-away is going out

of style. When we are out and about, attending big events, music festivals and arena sports, or just going somewhere, we tend to expect more from the food than we used to. And we expect more of the whole experience, in terms of convenience, availability and the functionality of the packaging. One person who has taken a special interest in arena food is Annika Grälls, who was involved in the inauguration

of Sweden’s new national football stadium, the Friends Arena.

A NEW ARENA FOOD CONCEPT“It struck me how backwards the organisation and logistics of arena food were,” she says. “At an average, some 30 or 40% of the crowd wants to eat something, most often at halftime. But queues are long, because service is slow. You have to choose whether you want

“Style and Smart On the Go” is a highly relevant theme for PIDA. Because the design is a great challenge – in terms of stability, user friendliness, function and feasibility. But also because a packaging concept such as this fits right in with current lifestyle trends.

The time is right for a good meal packed with care


to eat or use the toilets, because you don’t have time to do both.” That’s when the idea of an arena food concept was hatched, and Annika Grälls turned to BillerudKorsnäs for support. The success concept has since been repeated several times, for instance at the Open Art festival, an art exhibition that takes over the entire city of Örebro for three months. SAVE MONEY AND THE ENVIRONMENT“The hotdog as an Eat-and-Go snack was introduced at the Stockholm World’s Fair in 1897. More than a century later, the hotdog is still the biggest bite at sports events. But not everybody wants a hotdog. They demand more.” A packaging concept such as this is a bigger idea than can be confined to arenas, festivals and events. It can be put to use

in our everyday lives as well. For the breakfast latte & cheese roll on the go on our way to work, for in-flight meals, for outdoor lunches in the park and for restaurants’ doggy bags. “The doggy bag idea has a potential to reduce food waste,” says Annika Grälls. “Restaurants throw away 260,000 tonnes of food a year, and that is in Sweden alone. Here is an opportunity to save money and the environment. A good thing about paperboard is that it can be recycled or composted. In the US, they are banning Styrofoam for this application.”

There are many aims to the theme “Style and Smart On the Go”. Better food when many are served. A more practical and user-friendly container. A sustainable solution. Handling benefits in terms of light weight and space efficiency in storage. Good for chilled food and for heating in the microwave. Design opportunities for differentiation and brand exposure. PIDA 2015 is going to be interesting.

“ The doggy bag idea has a potential to reduce food waste.”

Annika Grälls


Together with Ulf Berlin, André Hindersson founded the design agency Silver in 1998. Today, their client list includes a large number of well-known and respected brands. “Back in those days a design agency was strictly a design agency. Today, the clients are so knowledgeable that we have had to evolve to meet their needs and requirements,” says André Hindersson. “In effect, we offer everything from strategic competence and consumer insights to packaging design. But we are no full-service agency. At heart we are a design agency. A modern one.” “We have the privilege of working with many iconic household brands, which we are very proud of. We have, for example, a long-term cooperation with ICA that involves identity work. That’s quite an obligation. We communicate with their 3 million customers. Staggering and exciting.”

AS A JUROR AND A KEYNOTE, WHAT IS YOUR PERSONAL EXPERIENCE OF PIDA?“It’s really professionally organised and arranged. And it’s a good and important thing that the competition is international. The exchange of influences and cultures contributes to a positive development, both for us in the juries and for the competition as a whole. I am also pleased with the development of PIDA, that the

focus has shifted from function and design to embrace the whole brand. In the same way it has for us professionals in this business.” “PIDA as an event also gets better and better. The invited keynote speakers are always interesting – and they are well selected for variation in the seminar programme. And it’s held at a fantastic venue that creates a great mood.”

HOW DOES PIDA CONTRIBUTE TO THE INDUSTRY?“Any professional and acclaimed forum with a design focus is good for our industry. And if we in our turn can influence PIDA with our values, what we stand for, that is important to us. It’s always important for the whole industry to bring forward new perspectives and new brand insights in order to develop and improve.” “As for recruitment, we put out feelers all the time to see what’s going on at the schools. Because we have to know. PIDA is a good platform for the schools to showcase achievements and accomplished projects. At PIDA, we get it confirmed that there are actually as much good talent as we knew. We have recruited PIDA winners at Silver. Talent is important. But equally important is personal values and to identify with our agency culture.”

WHAT ARE YOUR THOUGHTS ON DEVELOPMENTS IN PACKAGING DESIGN?“We are facing a great challenge because more people do their shopping online and so their first product experience will be digital. Which means a different way of thinking – we can’t just post our packaging on the web. The sustainability perspective will become even more important. More people demand it, and it will also affect the way we think and work together with our customers.” “This comes with a new set of challenges for the profession. One of them is excellence. Even if Sweden is a small country we must have room for more unique packaging solutions. I think packaging designers must pay more attention to communicating the brand rather than the product. The students should learn more at school about consumer behaviour and the driving forces of consumers in the store. It comes down to three things. Improve communication. Make use of possibilities in the digital world. Learn more about customer needs.”

ONE LAST THING. WHAT GOOD DOES A PACKAGING DESIGNER DO THAT PEOPLE TEND TO TAKE FOR GRANTED?“A packaging designer makes their lives easier and more attractive,” André Hindersson replies.

As an experienced designer and a member of the PIDA jury, André Hindersson is in a position to view PIDA and all its competing design projects in the context of a demanding marketplace.

Making everyday life easier and more attractive



Today, Linn and Ellen both work as packaging designers at cutting-edge food company Renée Voltaire. “We are a small and very open department,” says Ellen. “A combo of marketing and design, like an in-house agency. We do have a design style to adhere to, but we also have creative freedom.” GREEN AND INSPIRING FOOD “The business has a clear focus on innovative food – in this case green, inspiring, healthy, and ecological food,” says Linn. “And the packaging has got to reflect this. The brand is like a happy rebel.” “We have our own production kitchen here,” says Ellen. “Sometimes the projects go very fast: we develop a product here in the kitchen, we decide how to market, design, package and display it and it’s out there on the shelves in a matter of a week.” Looking back at PIDA, Linn and Ellen think it was a useful learning experience,

and the first assignment they had with a flavour of authentic, serious work. “I liked the fact that it was a big job with many angles to consider,” says Linn. “I liked the brief and I liked the challenges. Some were difficult to handle. Such as estimates of production cost. Or technical issues. But we resolved them in the end.”

A CHANCE TO GROW AND DEVELOP“The best thing about the project was the feeling of pieces falling in place,” says Ellen. “The sense of achievement, that your contributions matter and that you take responsibility for the quality of the whole project together with the team.” “I think the great value of PIDA, for us students, was the fact that it was all handed over to us,” says Linn. “The responsibility, the chance to grow and develop. And for others, I just think the idea of cooperation and opportunities of contact is a good thing.”

Linn Beyerböck and Ellen Asp won the honorary prize at PIDA Sweden 2013. Their project was a picnic-friendly package for cookies, one that opened up to a complete ready-to serve unit for coffee sessions in the park. Cute and clever.

Packaging the image of the happy rebel

WHAT BECAME OF THE PREVIOUS PIDA WINNERS

Linn and Ellen design packaging with a distinct brand identity for

inspiring, healthy and ecological food at Renée Voltaire. Among their designs

you’ll find the Coco Water bottle. View more at www.reneevoltaire.se

Winners of the PIDA honorary prize: Linn and Ellen designed FIKA, a smart

and appealing kit for a coffee picnic.



No successful packaging design was ever coincidental. Everything about it has a purpose. The material, the design, the graphics and the functions come together to suit a specific group of consumers and their specific behaviour and preferences. When all the angles are covered and all the boxes are ticked in a coherent and efficient way, it’s no longer just a pack – it’s a packaging concept. Two examples will illustrate this. They are both created from the champagne brief “Breaking the Code”, which means that the designs are deliberately different from traditional champagne packaging, to appeal to a younger target audience. The interesting thing about the two designs is that the focal point of the concept is the occasion for drinking the champagne. So, the context comes first, and the designs follow.

PICK’N’DRINK – A PICNIC CONTEXTOne way of breaking the code is to move away from the stiff, conventional toasting and bring the bottle out to a picnic with friends. No glitter or glamour, but simplicity and authenticity, qualities that a young target audience likes. The packaging has a clever open/close function. It features a handle that makes it easy to carry, but more importantly, the handle communicates that the

package is meant to be carried. The handle supports the concept. The fictitious brand name, DELA (meaning “share”), is appropriately chosen. The champagne is meant to be shared, the packaging contains two

half-bottles. Friendship, involvement and inclusion are key words here.Everybody knows picnics. Easy to like and easy to relate to. Picnics are the natural theme of marketing campaigns. You automatically trust and value

something that is genuine and familiar. In view of the target audience, marketing activities will primarily be launched in social media such as Facebook, Twitter and Instagram.

For a packaging project to have a chance of winning PIDA, the entry has to be complete. It has to comprise prototypes, a drawing and documentation. The documentation is there for us to understand the thinking behind the packaging project, in terms of target audience, sales strategy and marketing plan.

Creating a packaging concept #1

PIDA 2014 BROBY GRAFISKA AMANDA OLSSON & CAMILLA WALLENTIN

4

Koncept & idé

Vi har valt att lägga stor fokus på att skapa en funktionell och användarvänlig förpackning som känns bekväm att bära. Målet är att komma bort från glitter och glamor, samt stora fester och event som många förknippar champagne med just idag.

Vår idé består därför utav en konstruktion vilket ska fungera som en picknickorg man enkelt kan bära med sig till diverse utflykter. Förpackningens utseende skapar en spännande konrast genom en blandning av både konstruktionens raka former samt dekorens kontrasterande linjer. Detta för att ge förpackningen ett mer intressant och spännande uttryck.

Handtaget på vår förpackning skapar en enkel och smidig låsning vid förslutning, som dessutom tillför vår förpackning en säker stadga.

Vi har valt att konstruera en förpackning som innehåller två st. 250ml champagneflaskor med två tillhörande dryckesglass i papp. Dryckesglasen är funktionella på flera olika vis. De går både att dricka ur, samtidigt som de hjälper till att fixera flaskorna invändigt och tillför en stabilitet samt stadga till konstruktionen. Konsumenten behöver därför inte bära med sig ömtåliga champagneglas hem igen tack vare våra utformade dryckesglas.

Vår ytterförpackning kan även användas som stabilt underlag då glasen lätt välter i gräs och andra ostabila underlag som kan förekomma vid picnictillfällen. För att glasen ska stå så stabilt som möjligt så kan de tomma flaskorna läggas tillbaka i kartongen vilken blir ett bord. För att skapa en så stabil jämvikt så möjligt kan då flaskorna ligga med halsen åt varsin riktning.

Resultatet blir en unik förpackningskaraktär som inte tidigare skådats för champagne.

The documentation of this project is executed in a mood board fashion – the concept comes across in a highly visual and inviting way.


”Pick’n’drink” was designed by Amanda Olsson and Camilla Wallentin, of Broby Grafiska. The top piece is a practical handle, which works as a simple lock when closing the package. This design detail also contributes to stability and to keeping the bottle inside in a fixed position.


VÉNETIEN – A CARNIVAL CONTEXTIf champagne is a regular festivity feature mainly at Christmas, New Year’s, weddings and birthdays, then a champagne packaging concept specially designed for the Carnival of Venice is a sure way of breaking the code. The Carnival of Venice is one of the most famous carnivals in Europe. Extremely suitable for champagne – it has everything: elegance, magnificent costumes and festivity. A prestigious, premium drink like champagne fits right in. The appeal for a young target audience is created by means of a playful

packaging concept – in fact it is a full party kit, containing the wine, two masks and confetti. And if that is not enough, the champagne will be attractively priced at €20. Besides the carnival itself, the packaging concept works fine for fancy dress parties and theme evenings. The design is true to the carnival theme. Instead of a square bottom to the package, it is rhombic, which leads associations to the diamond pattern of a harlequin’s costume. The shape itself deviates from conventional champagne packaging. The harlequin pattern is

executed in deep yellow, to mimic gold. The black, as in the mask, is to give an air of luxury. For the wordmark in the logo, the designers have chosen a script font for a fun and modern effect. As for the gondola, it’s just one more graphic element to follow up the theme.

7

V.Graphic Communication

Harlequin’s motive to act as a reminder of the Carnival

The black represents luxury

Different shades of deep yellow to give a golden effect

A light gradation to emphasize masks Light

Dark

It is black because this is the colour of Harlequin’s mask.

It has different colours, less garish and purer.

Anthony GUILLAUMOND

Raphaël ORY-LAMBALLE

BodyPièce

1/3

402

481

330

89

Creating a packaging concept #2


”Le Vénitien” was designed by Anthony Guillaumond and Raphaël Ory-Lamballe, of Esepac. Entries are not complete without a drawing attached. It’s a mandatory part of the design job. And with a drawing, material utilisation and production feasibility can be assessed.


“It’s like the Eurovision Song Contest!”

“Design is not the way things look, it’s the way things feel and function.” A quote attributed to Steve Jobs (and several others). And packaging has a multitude of functions, which is why packaging design is important. “Good packaging design solves problems,” says Nils Danielsson. “Trade between people and countries depends on it. Sales depend on it. Protection, logistics and information are crucial functions. Good packaging saves resources and reduces overconsumption. And in its own way, I think that PIDA contributes to a general awareness of the importance of good packaging.” WHAT SPECIFIC CURRENT TRENDS AND DEVELOPMENTS DO YOU THINK WILL BE DECISIVE FOR PACKAGING DESIGN THE NEXT FEW YEARS? “As a small, export-dependent country

we have to understand that there is a larger world out there and we have to include international content in the curriculum – literature, web content, guest lecturers, networking. Sustainability needs a special focus. We only have this one planet. We must reduce CO2 emissions through the entire lifecycle of the packaging. And we have to incorporate social sustainability and health factors in our thinking. We have to utilize the digital development and take advantage of the new opportunities offered by technological progress. But most of all: growth and rapid change. It’s a growth market. More to pack. Differentiated packaging for different target audiences and objectives. Shorter campaign time windows. Shorter cycles for structural and graphic design. Shorter fashion trends. Growth in trade. The list can be made a lot

longer, but what it all adds up to is more work for packaging designers.”

WHAT ASPECT OF PACKAGING DESIGN APPEALS MOST TO THE STUDENTS? “Graphic design! At least in the beginning. But gradually, the insight emerges that a designer needs to know materials, construction, market analysis, communication, logistics in production and transport, even some law and economics – and presentation techniques to convey and sell proposed packaging solutions. What it all adds up to, at the end of the programme, is that everybody loves to work with conceptualisation and concept development. That’s where the challenges are. And they know it!”

Nackademin is one of the three Swedish schools that are involved with PIDA on a regular basis. The school offers vocational postgraduate programmes. Nils Danielsson is head of the Packaging Design programme. Packaging is a growing market, he says, and PIDA helps the school supply the relevant competence to meet the greater and tougher demands of the industry.


HOW DOES PIDA CONTRIBUTE TO THE QUALITY OF THE PROGRAMME AT NACKADEMIN? “I think we have been a part of this since 2007. Very early on we decided to make PIDA an integral part of the packaging design/construction course. Here, PIDA is vital, to allow our first-year students to work under authentic conditions and make use of the knowledge they have gained in previous courses, use all the equipment and engage in a serious analysis of the real demands that are placed on a good packaging solution. They learn that analysis and planning comes first. The more effort they put into that phase, the easier the process and the better the result. In the process they use all their imagination, creativity, ideas and skills in construction, craft and cooperation. This is always great fun. Not least the magnificent grand

finale event at the Photographical Museum where they hope for a place in the limelight – it’s like the Eurovision Song Contest!”

IN WHAT WAY DOES PIDA BRING VALUE TO THE INDUSTRY?“The good media coverage that PIDA has enjoyed creates a lot of public interest and increases the general awareness of packaging and the Swedish packaging industry. At Nackademin, we get great numbers of applications to our programme. About 200 apply and we admit 35. More young people understand and appreciate packaging than before. With PIDA, young designers come into the light and are made visible to companies that need their competence. Many of our previous students have reached high positions in the industry, at agencies and with brand owners.PIDA helps pointing out the importance

of packaging design for society. Good packaging creates value for everybody. PIDA shows how design competence drives the development.”


ESIReims is one of the first PIDA partner schools. Its full name is l’École Supérieure d’Ingénieurs de Reims. Here, François Bertrand heads the packaging design studies. It’s a three-year programme leading to a Master’s degree in engineering.

“My own involvement in PIDA is that I teach packaging design, give advice, help with research and offer general supervision of student projects,” says François Bertrand. “All first-year students join PIDA. We divide the 50 students

into twelve teams of four, roughly speaking. PIDA projects are a good practice in how to think and how to follow the whole process through. It’s important to learn from scratch, to get into the material and make mock-ups yourself,

with your own hands. Industrial processes come later.”

WHAT IS IMPORTANT IN GOOD PACKAGING DESIGN?“A design that is adapted to suit the product, that’s very important. Not just a standard pack because it doesn’t correspond to the contents. It has to stand out against competition. A blind person should be able to tell the difference in a supermarket. Today, there is a lot of focus on graphic design, colour and pictures. That is not enough. Everybody knows this and all brands are looking for new solutions.”

“PIDA stays with you always”


WHAT IMPORTANT TRENDS AND DEVELOPMENTS IN PACKAGING DESIGN DO WE NEED TO BE AWARE OF?“Higher demands on user friendliness. Some packaging is still too hard to open. It has to be easy for the user. That’s not the case today. I discuss this issue a lot with the teams that compete at PIDA.Reduction of material is another thing. Designs should consider economizing packagaging, for efficient waste handling, for the environment and also for space efficiency. The material should be environmentally friendly – no compounds such as plastic linings in paper because that can’t be recycled. ”

WHAT DO YOU THINK IS THE OVERALL VALUE OF PIDA?“For the students, it’s the pleasure. The pleasure of creating fine packaging. It should be a nice experience to open a package. The opportunity to create something unique, that is valuable. The challenge of innovation, invention and conceptualisation. The work process helps students improve their skills, develop their creativity and finalise ideas and concepts. Once you have been through PIDA, you open up for new challenges. PIDA stays with you, always. For the industry, it’s the creativity of the students and the inspiration you get

from their design projects. At PIDA, companies can find talent that they want to employ – young people who view details differently and can apply new ideas to improve market-specific packaging solutions. A lot of what comes out of PIDA is never put to use, yet is very important just the same. Solutions are often a step ahead of the industry because the school has all the time and the resources that are not available in ‘the real world’. PIDA has more to offer the industry than the industry has to offer PIDA.”

BillerudKorsnäs, PO Box 703, SE-169 27 Solna, Sweden. Tel. +46 8 553 335 00 www.billerudkorsnas.com

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SPECIAL PIDA DESIGN REPORT 2015pida.billerudkorsnas.com/PIDA/SPECIAL_PIDA_DESIGN_REPORT...Now, how did it go? The flight record of a champagne cork shot from a bottle that has been