As the first ever Professional Concept Platinum award, this playful design is something that is described as being easily replicated for products going into market. The idea is of a ghost that first made an appearance in 1916 that has been spotted in recent years on the shelves of liquor stores. To create this character, the design uses a deep indentation at the bottom of the bottle and adds a pair of ghostly eyes to it, whilst the glass creates a dark fog and mystical atmosphere.

FOOD PLATINUM, NongFu Wangtian by ShenZhen BOB design, China

What struck the judges with this piece is the simplicity and effectiveness of the design. The idea of this product packaging is that by combining the shape of chilli to the container, it brings the experience of picking chillis directly to the customer. Its "distinctive and fun" design will make it the first to be noticed on the shelves, enticing consumers to buy it to try it out and share with friends and family.

BODY PLATINUM, Chioture by Shanghai Nianxiang Brand Design & Consulting Co., Ltd., China

This base makeup kit for CHIOTURE, a "vibrant and youthful" makeup brand, focuses on the unpacking process of the product. Factoring in the simple and fun characteristics of the brand, an innovative design was used to effectively demonstrate the product’s features: a soft light camera. The user unscrews the ‘lens’ and then pulls out the ‘handle brush’ on the right, which can then be placed on the ’Brand Icon Viewfinder’ in the upper left corner of the camera if on the go.

OTHER MARKETS PLATINUM, HEMA by Magnet Design, Netherlands

This range of packaging for Dutch retailer HEMA contains summer water inflatables. The design concept is to show a range of summer products that look like they have been dropped into mini swimming pools, and there’s even a steel step that leads into the pool on the front, bringing the image to life. All toys have been designed exclusively by HEMA and represent the retailers most famous icons like HEMA’s smoked sausage, Takkie the Dog, tompouce pastry and summer ice creams. HEMA’s overall ambition is to stop putting plastic products into plastic packaging, so carton boxes were being chosen to package and protect the products inside.

LUXURY PLATINUM, Hennessy by Felipe Pantone - Appartement 103, France

Released globally at a limited quantity of 70 pieces, this Collector's Edition from Hennessy was created in partnership with street artist Felipe Pantone. The result of this collaboration is a "super clean", shiny white PET box that once opened reveals the whole world of Felipe Pantone through a prism of graphical elements and textures. At the centre of the experience, the consumer is invited to build their own art sculpture around a customized Hennessy V.S bottle which is printed with the latest cutting-edge digital technologies in CMYK. The exclusive carafe stands on a pedestal in the centre of a grid of moiré-finished rods that consumers themselves can place, move and interchange to alter the bottle's optics.