home Cartón A flirt with 60s retro at PIDA Germany and a winner that literally stands out

A flirt with 60s retro at PIDA Germany and a winner that literally stands out

At the heart of the concept, a shop display that combines many packs to produce a powerful impact and convince consumers to open their wallets.
 PIDA Germany was the final chapter of Korsnäs’ 2008 Packaging Impact Design Award competition. The event was held in mid-November and attracted 150 participants with an engaging programme.
Nicole Henninger, Senior Brand Manager at Nestlé, gave a riveting speech on the development of the market and what it demands of packaging for chocolate and confectionery. Josef Weber of Carton Idéen talked about how to make animpact with direct advertising. Korsnäs’ German PIDA partner is the Hochschule der Medien in Stuttgart, where the contestants are students and the event was held. The university, which is Germany’s leading packaging design and media school, is situated in something of a graphics hotbed, where printers and converters rub elbows with the major car manufacturers.


 First Prize: Salatstil ‘A fantastic concept in which the transport packaging becomes the display, and the individual packs vault into the “must have” category thanks to their humour, simplicity and reasonable price point,’ explains the jury in motivating the prize.  / Sonja Bauer, Juliane Berner, Anna Blobfeld, Lydia Brühl, Svenja Lämmel

 Anything but boring’ was the brief]

The students made their entries out of Korsnäs White. ‘This year’s eighteen entries represent an outstanding display of creative design, ranging from the ingeniously simple to the most complex solutions,’ said jury chairman Roman Klis of Roman Klis Design at the awards presentation. ‘Both the packaging and the graphic designs maintained a consistently high level.’ The winning entry was Salatstil, which took home first prize, a trip to Stockholm and the Korsnäs production facility in Frövi.


Second Prize: Alpenglühen  Fondue cheese in an amusing cheese pipe pack that can either be hung or displayed on a shelf. ‘Simple and distinctive, and it communicates the contents admirably,’ according to the jury. /Jonathan Scherer

 Covering only the essentials
The winning entry’s colour scale and design idiom bear a strong 60s influence. It’s a pack for s displayed in the shop, which the students imagined being the British design chain Habitat. The packs are stacked in a block shape with the green plastic handles combining to form what looks like a grassy lawn. ‘Irresistible,’ according to the jury. The design may be retro, but as far as PIDA is concerned, it’s ahead of its time – it would have been a perfect creative response to the 2009 brief, which asks students to design a pack and a display that fit together. Indeed, that’s the brief in brief: Pack and Display.


Honourable Mention:  Etagere   An intricate, irresistible chocolate pack that is unfortunately a poor candidate for production.  /Daniel El Titi, Annika Butting



Honourable Mention:  Spoonful
Attributes like quick opening and ease of handling combine with a fresh design to give this pack an honourable mention. By Jochen Glaser, Floran Lang, Carolin ReiB, Jan Semmler, Paul Winkler