Awards

PAC 2016 Global Leadership Awards

Posted: November 21, 2016

PAC 2016 Global Leadership Awards

PAC, Packaging Consortium, developed its PAC Global Leadership Awards to celebrate excellence in all formats of packaging, in branding and graphic design, in technical aspects and in sustainability. The contest gives industry-based, peer recognition.

www.pac.ca

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Cracker Barrel

For: The Kraft Heinz Company

By: Davis

The goal of the Cracker Barrel brand is to build a more emotional connection with the consumer by focusing on savoring the moment by targeting culinary adventurers, both male and female who are looking for more from their everyday foods.

The design was geared toward shelf impact. Its rich brown and black woodgrain texture is set to deliver on premium quality and craftsmanship. The designers also looked to create a destination on the shelf with broad flavors, formats and sizes of the product.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Jack Link’s

For: Jack Link’s Beef Jerky

By: Davis

The Jack Link’s brand is targeted toward adventurous and spirited males who seriously love to snack. But that doesn’t mean the brand completely ignores women. That’s the consumer growth that’s happening within the brand. Healthy urbanite women and men who are adventurous and enjoy healthy snacking are also being targeted.

The Jack Link’s brand wanted to strengthen its position as a dominant brand in the meat snack category and start growing the category by bringing meat snacks into the mainstream snacking world.

The design was geared toward brand-block and promotion of ease of shop-ability so consumers can find what they want. The bags have peg holes for hanging, but also come in ready-to-display boxes, which provides retailers with flexibility.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Le Grand

For: Maison Legrand/Bernard Le Grand

By: Pigeon Brands

Le Grand is pasta sauce in a stand-up pouch that, with the package design, is working toward brand recognition in the category and across other product categories in-store. Targeting the 25 year olds to 55 year olds who are healthy indulgers and self-taught and health conscious who have found ways to turn once-loved indulgences into healthy and delicious culinary options. By simplifying the label of Le Grand, designers wanted to improve comprehension of the product for the consumer and improve the flavor identification.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Montellier

For: Alex Coulombe Ltee

By: Shikatani Lacroix Design Inc.

Shikatani Lacroix revitalized the packaging of Montellier sparkling water bottles by incorporating design work onto the light, transparent film surrounding the water bottle. The bottles are made out of blue, transparent plastic in the side of 500-mL and 1-L bottles. Montellier is sold in unbreakable, recyclable material and available unflavored or with a lemon essence. The sparkling water caters to drinkers who enjoy premium refreshment beverages. The primary customer based resides in Quebec and the water is sourced from a Quebec spring.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Nutrisystem

For: Nutrisystem

By: SGS International Design

The brand marketing objective for Nutrisystem, which is geared toward women between ages 25 and 65, is to signal key messages about the brand, including freshness and health and present the food in a more contemporary manner and drive appetite control. Nutrisystem is providing a weight loss system based upon real food, balanced nutrition, portion control and educational guidelines.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Prana

For: Prana Biovegan Inc.

By: Pigeon Brands

Prana aims to engage in offering superior quality organic snacks, nuts, dried fruit and chia seeds, which provide boosts of goodness to the consumer. Targeting both men and women between 35 and 55 years old, and even more so, mothers of young children.  Its marketing goal is to become the No. 1 organic brand of reference in healthy snack and ingredient categories across Canada.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Sauza Tequila

For: Beam Suntory

By: Webb deVlam

The insight and strategy team for Webb deVlam started with in-home ethnographies and in-store shop alongs, as well as, interactive user sessions to understand how consumers viewed the Sauza Tequila brand as it stands. The insights from the research drove the revitalization of the Sauza design. The brand advertised toward women, based around the concept of a “girls night out, margarita party,” however, the packaging itself doesn’t have a specific target audience and is aimed to those looking to unwind in a casual, social setting. Changes that were made included the bottles thickness, broadness and type of closure—the cork cap. The redesign of the bottle is slender and includes sharper facets, premium detail and embossing.

 

 

Brand Marketing—Brand Revitalization, Food & Beverage

Gold Award

Tim Horton’s

For: TDL Limited

By: Pigeon Brands

The Tim Horton’s brand is building on the success of the 2015 #WarmWishes campaign by developing graphics for takeout food components that celebrate the sweater design even more boldly for 2016. The sweater design was updated to include design components more closely linked to the everyday takeout cup. Three new cup colors were introduced for 2016 with red being reserved for the top-selling medium. Doughnut, muffin and Timbit cartons were adorned entirely in the knit pattern for a more impactful and realistic expression of knit.

 

 

Brand Marketing - Brand Revitalization, Non-Food

Gold Award, Package Design magazine’s Best of Show

goodtimes

For: Goodtimes Brand Inc.

By: Bridgemark

Goodtimes is about celebrating life, capturing moments, creating memories, sharing, feeling good and having fun, according to the brand. Mothers are the key purchasers who want to include fun and color into their kids’ lunches—children are the consumer. Goodtimes is set to ship directly to the retailer on clip strips for display in the aisle or with promotions anywhere in the store. The package design expresses the playfulness of the brand through colorful spoons inside the pack and the critter on the pack comes to life with all-panel illustration. The design creates an engaging and interactive consumer response.

 

 

Package Innovation

Gold Award

Coors Light

For: Molson Coors Canada

By: Turner Duckworth/ Molson Coors Studio Canada

The Coors Light packaging features many different aspects on the aluminum can. A cold crisp summer’s sky with a natural cloud texture creates movement and makes the scene real, reinforcing the iconic silver brand color pallet of Coors Light. The attitude the designers wanted the consumer to feel is based off of the cropped logotype, portraying the epic scale of surroundings, living in a world without constraints that inspires the freedom to adventure. The primary design features the red “Coors” in script, the iconic mountains and the new Coors Light image. The most notable change to the merchandising in the design is the promotional packaging. It has been upgraded to reflect the same premium tonality of the secondary brand packaging. The beverage is in an aluminum can, emphasizing sustainability. The cans are produced using recycled materials. Aluminum is infinitely recyclable. In fact, according to Molson Coors Canada, 75% of all aluminum produced is still in use today.

 

 

Package Innovation

Gold Award

Daisy Brand Sour Cream

For: Daisy Brand LLC

By: Sonoco

The reclosable Daisy Sour Cream is easy to use and dispense and is either a topping or ingredient for recipes and meals. The stand-up pouch design provides a new look for the product category, resulting in shelf impact. The package design allows for a stand-up billboard effect for the on-shelf promotional support of the product while highlighting the convenience factors. The Rotogravure printing process enables consistent, high quality appearance throughout the run.

 

 

 

Package Innovation

Gold Award

Green Mountain Coffee

For: Keurig Green Mountain Inc.

By: Schawk!

Coffee lovers are trading their old-school coffee pots for machines that make gourmet coffee at home. With Green Mountain coffee, consumers enjoy high-end coffee out of a single-cup brewing system. Designed by Keurig, the Reserve line is the brand’s premium offering. It’s dark slate background and subtle pops of color provide the high-end feel with an exotic twist. The sleeve provides added branding, allowing the product to stand out among competitors. Consumers are attracted to the extra design time invested, ink and material that are in the product’s package. The packaging is easy to shelve and store in a pantry. The perforated door also allows for easy access to the K-Cup, while the sleeve adds extra support.

 

 

Package Innovation

Gold Award

Irresistables Olive Spray

For: Metro Inc.

By: St. Joseph Communications

Appealing to the home chef and modern food, Irresistables Olive Spray is in a recyclable aluminum and plastic shrink with a precision spray nozzle. The olive oil is strategically designed to elevate the spray cooking oil category by delivering a combination of quality, convenience and modern sophistication, while creating an everyday product that’s premium enough to be a finishing oil and also beautiful enough to display in any kitchen. The predominately black design is not only aesthetically pleasing;it’s in response to a category dominated by white and green.

 

 

 

Package Innovation

Gold Award

Keurig Green Mountain, Starbucks

For: Keurig Green Mountain Inc. & Starbucks

By: Schawk!

The packaging coincides with the fresh, simple look of its other, recently revamped offerings. The Starbucks Siren/twin-tailed mermaid is front and center in the traditional Starbucks green and white, as other design elements remain subdued. Hits of spot varnish and metallic foil finish add to a vintage feel behind the design. The product is sold at the POP in Starbucks locations, as well as along the shelves. The color choice fits in well with seasonal transition in stores. During the holiday season, Starbucks has its famous red cups and holiday beverages and the entire store is transformed to celebrate the holidays.

 

 

Package Innovation

Gold Award

M&M’s

For: Mars Canada Inc.

By: Mars Canada Inc.

The M&M’s bottle packaging is the most distinctive of the M&M’s brand, bringing its ‘characters’ front and center. The M&M’s characters are a proven tool to drive shopper engagement and conversion at the POP. The rigid, resealable bottle enables flexibility, portion control and portability. The lid closure has a built-in tamper evident seal, eliminating the need to apply a shrink band. The lid and bottle are recyclable.

 


Package Innovation

Gold Award

Sunset Minzano

For: Mastronardi Produce Ltd

Sunset Minzano brand is similar to a miniature San Marzano tomato—globally known as the ultimate tomato for making homemade sauce. The goal of Sunset Minzano is to target the growing population of people who prefer to cook and preserve their own food, as opposed to buying it pre-made. The brand bag also features a whimsical design, similar to a European rustic feel. The full color package includes a recipe for homemade tomato sauce on the bag and helps educate consumers on product usage.. The bag is designed to look like a jar, to bridge the connection between fresh tomatoes and a mason jar of tomato sauce.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

Eat These Pickles

For: Eat These Foods Inc.

By: Overflow Design

Eat These Pickles is the first brand under the Eat These Foods Inc. portfolio of products. The brand wants to expand into other packaged food products with offerings such as, “Eat These Pretzels,” “Eat These Cookies,” etc. The brand is a premium, hand crafted artisanal line of products sold at butcher shops, food markets and boutique retailers. The packaging is contemporary in style and stands out from existing and traditional competitors in the category. The size of the label enables consumers to immediately see the pickles within the jar. The design strategy uses big bold type for the brand word mark Eat These Picklesto ensure consumer legibility. The ingredients are showcased through the package.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

Frozen Organic Vegetables

For: Federated Co-operatives Limited

By: TC Transcontinental

The Frozen Organic Vegetables were created as the next step for the Co-Op Pure brand to move into the growing healthier choices market. The packaging background is black and white imagery, which gives the consumer an “Old Fashioned” quality statement. The colored products jump out of the grayscale for optimal impact and the green and orange in the logo are the only other areas of color on the face panel for larger impact, as well. The color aspect of the package played a key role in shelf impact. The designers knew that with the grayscale background and colored products, the packages would pop out on the shelf. Also, stand up pouches, rather than bags, lay down from premium impact.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

Grant’s Elementary Range

For: William Grant & Sons

By: Webb deVlam

Webb deVlam was assigned the challenge of designing the new packaging for the Grant’s Elementary Range, which was seen as a fantastic opportunity to accelerate the brand. The project required a mix of creativity and strategy to create the design. The design is aimed to communicate the product’s unrivalled quality and substance while educating the consumer. The three blends; carbon 6 year old, oxygen 8 year old, and copper 29 year old are all designed to stand out in a busy, visually chaotic travel retail environment, Webb deVlam says. Fusing evocative molecular patterning with unifying copper and granite tones throughout, the packaging aims to capitalize on the slower consumer journey of travel retail, to educate during the purchase.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

Jamie Oliver by Compliments

For: Sobeys

By: Fish out of Water Design

The James Oliver by Compliments product offering a co-branded and inspired packaging by celebrity chef Jamie Oliver, all products provide the consumer the opportunity to eat better, feel better and do better at an affordable price. Sobeys follows Jamie’s Food Ethos, quality ingredients, sensible nutrition and responsibly sourced ingredients, priced to support affordability. Each package has a systemized approach, bottom left of package, to highlight and communicate the product attributes: no artificial flavors, planet friendly, and easy to make. The co-branded package is interactive and connected to a Jamie Oliver top or recipe. The objective of the communication is provide the consumer with tools and confident to complete a better meal in their own kitchen.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

Sobeys Burgers

For: Sobeys

By: Fish out of Water Design

Sobeys provides meal solutions that are convenient for the consumer and a healthy start for an easy meal. The Kraft paper background on the Sobeys Burgers packaging emphasizes the freshness of the product, with messaging focused on emphasizing the half-scratch nature of the products to speak to food discovers who still want to have a role in preparing the meals, but can’t always cook from scratch due to time constraints.

 


Brand marketing—New Brand, Food & Beverage

Gold Award

Star of Bombay

For: Bacardi

By: Webb deVlam

The Star of Bombay packaging features the iconic blue colored glass with a multi-faceted design, etched with the botanical details. The Star of Bombay badge is metallized and it has screen-printed detailing. Bacardi wanted Webb deVlam to create a premium offering from the House of Bombay portfolio to compete alongside its competitors. Webb deVlam was able to identify which key brand iconography could be interpreted in a super-premium way. Initial feedback has been positive, especially from the global travel retail channel, Webb deVlam says. Star of Bombay won Best Bottle in Glass at the World Beverage Innovation Awards. The view through the glass appears as an endless reflection in a series of archways, which act as an invitation to discover the refined world of craft gin.

 


Brand Marketing—New Brand, Food & Beverage

Gold Award

SunRype Organic Fruit & Vegetable Snack

For: Sun-Rype Products Ltd

By: Anthem WW

SunRype products are targeted toward busy, active adults who want to nourish themselves and their families with good, wholesome nutrition. SunRype introduced a new organic sub-brand to their line-up, both in snack bars and beverages, with the possibility of expansion in the future. The branding objective was to clearly communicate this “authentically organic” experience. Through innovative design, SunRype wanted to grab the consumer’s attention, convey the newness of the offering and clearly differentiate its new organic line from its traditional portfolio. The team at Anthem WW departed from the typical photo representations of fruits and vegetables on the design, and used more of abstract cues to speak to flavor and ingredients. The overall look is a water-colored work of art incorporating tonal use of color, dynamic movement, a connected human voice, elements of handcrafting and a prominent logo for SunRype to leverage brand equity.

 

 


Brand Marketing—New Brand, Non-Food

Gold Award

PSP Go!

For: RW Packaging

By: Anthem WW

RW Packaging is the name behind the PSP brand, providing essential, everyday first aid products to Canadian consumers. These consumers span a wide range of ages, but have four universal needs when it comes to buying first aid products: ease of use, a human connection, product education and a simplified solution. PSP GO! is for the modern nomad; the person who spends a lot of time away from home and carries a number of necessities with them. PSP GO! consumers want the ability to meet a first aid need at a moment’s notice. The new design shows innovation through of number of graphic devices. PSP GO! brings energy and action to the brand. The benefit statements are front and center, allowing people to shop by specific need, and vibrant colors add an unexpected burst of energy into an otherwise, sterile category, according to Anthem WW.

 


Brand Marketing—New Brand, Non-Food

Gold Award

RecRays Sunglasses

For: RecRays Sunglasses

By: Tap Packaging Solutions

The brand’s target market is urban, young adults who appreciate the use of recycled materials.\s. Each pair of sunglasses are hand-made, so the potential buyer would also value quality products such as these sunglasses. The marketing objective for RecRays was to highlight the use of recycled materials, including wood and vinyl records. The owner of RecRays, Christopher Weth is an avid record collector. There are competitors out there that also used recycled wood to make sunglass, but not many use vinyl, according to RecRays. The interesting patterns and colors used on vinyl records make each pair different from the other. Because no two pairs of RecRays are alike, the designers designed the packaging to reflect that. While the structure of the carton stays the same, the colors and patterns being printed on them are all different. The advantaged of customized packaging gives the consumer the feeling of personalization.