Pentawards has shortlisted entries for its 2023 competition – including a new category for collaborative design, with limited-edition alcohol and jazz record packaging amongst the nominated finalists.

A new category, Branding & Consumer: Best Collabs, has been introduced to the competition. Collaboration between brands, artists, and creatives has been highlighted as an emerging trend in recent years, and it is hoped that a dedicated award will recognise these efforts, as well as ‘celebrate the synergetic nature of the industry’.

Shortlisted entries in this category include the Cities of the Future 2220 whisky packaging created by Luke Halls and Johnnie Walker Blue Label; General Mills’ Reese’s Puffs and KAWS packaging; limited-edition Pepsi Max cans created by Mister Cartoon and Eintracht Frankfurt; a record series for The Montreux Years from Montreux Jazz Festival and BMG; and a collaboration between Butterfly Cannon and graffiti artist Jason Naylor for Stoli Vodka.

In other popular areas, Oentologie’s Senses wine labels and TYPE Tea’s minimal packaging by Dowell Design are amongst the nominees in the Beverages category, while the Body, Health & Beauty category features VV CREATIVE and ArgENTUM Fragrance Collection les parfums infinis’ Daydream Fragrance Collection packaging.

As the Pentawards 2022/23 Trends Report explains, tactile detailing, smart packaging, handwritten motifs, and consumer-led sustainability are amongst the competition’s running themes. This year’s jury panel has also underlined ‘interesting clashes between bold expressive art and traditional label design, collaborations between past and future, as well as fun, immersive storytelling and support of positive causes’ as general similarities amongst the entries.

“What we find inspiring about collaborative work in packaging design at Pentawards is its potential to bring different audiences together, engaging a broader range of consumers,” stated Jennifer Clements, Project & Marketing Manager at Pentawards. “The combination of strong, creative minds, particularly in less expected partnerships, can also offer up some of the most refreshing and surprising ideas and innovations.

“We’ve been especially pleased to see a high number of entries within the Best Collabs category this year, coinciding with a fantastic range of entries to the overall competition.”

This year’s winners will be announced at Pentawards’ Gala Ceremony, which will take place at Magazine London on 10th November.

Urban Forest Lifestyle’s silicon outer packaging for its Pocket Neck Pillow and Ruska Martín Associates’ ‘100% sustainable design solution’ for RE:INCARNATED SPIRITS were featured amongst last year’s Pentawards winners.

The finalists of Packaging Europe’s Sustainability Awards have also been announced, with voting for the Readers’ Award category opening earlier this month.

If you liked this article, you might also enjoy:

The Lidl approach to packaging sustainability

How did Brazil achieve its 100% aluminium can recycling rate – and can it be replicated in the EU?

Experts have their say on the EU’s Packaging and Packaging Waste Directive revisions

A deep dive into the most important packaging sustainability trends and solution