The Labelling & Decoration Design Award 2024 recognises the addition of content to packaging that gives it a unique or innovative look, function or communication. This can be labels, sleeves, tags, coding/marking, etching, direct-applied inks or similar processes.
Entrants in this category demonstrated the value of artistic and aesthetic design in packaging design as well as interactive connectivity to engage consumers in the brand story while demonstrating the sustainability of the packaging.
And the winners are…
The bronze award went to Art Series and Indigenous Art Series BioCups by BioPak; the silver award went to Sealed Air Personalised Smart Pouch from Sealed Air New Zealand.
The Gold Award went to Whistler – Avian Intelligence Birdfood Range for Fibrecycle from Zipform packaging.
About the gold winner:
With a guiding principle of ‘People, Pets, Planet’, Fibrecycle recognises that environmental sustainability is fast becoming a top priority for many businesses around the world, so it was clear that a sustainable packaging solution was required for the updated Whistler bird food range.
Zipform Packaging’s innovative non-round, rigid composite packaging not only offered a sustainable solution but also a novel storage container for bird food.
This is the first time that a linear shaped composite pack is used in the bird food category.
The Zipform packaging used for this range is made from over 90 percent fiber, including over 60 percent recycled material. Combined with a water-based adhesive and a cardboard base, this creates a primary packaging that can be recycled directly at the curbside.
Zipform says the shape also offers a better result in inbound and outbound logistics compared to a round equivalent, delivering over 10 percent savings due to the packing efficiency of this shape. The non-round overcap provides an excellent closure/reclosure system for the pack.
To further engage consumers, a QR code was also included on the back of the pack, directing consumers to the Whistler website. The Australasian Recycling Label (ARL) was used on the pack to indicate the kerbside recyclability of the pack and fibre cap. The lidding film issued to seal after filling is also recyclable and the ARL reflecting this is ‘check on site’.
The new design pays homage to the genius of birds. Their noise, movement and song are captured through a dynamic radial illustration of leaves, seeds and musical notes bursting out of the mark. The mid-blue color references nature and sky, but also grounds the design by signaling authority and trust.
