DIELINE AWARDS RECOGNIZES the absolute best in consumer product packaging design worldwide, bringing awareness to the immense value that lies in well-designed brand packaging. Brand owners, consumers, marketers, agencies, in-house creatives, students and enthusiasts around the world turn to Dieline Awards as a benchmark of impeccably designed packaging for consumer products because it is one of the largest packaging design competition of its kind. A sampling of the top awards is spotlighted on this page, with more to be featured on BXP’s website, bxpmagazine.com.
Neenah Paper Award
Covet Chocolate
By Meng Zhang
Designer Meng Zhang developed the packaging for this Dubai chocolate brand, and artfully showcased chocolate making as its own mystery. What’s more, inside the chocolate bar, consumers will find 18 patterned stickers that they can apply to the outer packaging, allowing them to repurpose it later as a bookmark or a coaster and creating a more sustainable brand with multiple purposes. The gorgeous illustrations come printed on an uncoated recycled paper stock, which only further emphasizes the brand’s natural approach to chocolate making and circular means of producing packaging.
Rebrand of the Year
Haws
By Together Design
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For this year’s Rebrand of the Year, one project stood out among the rest because they answered a relatively simple question, “Can you make a box in the shape of a watering can?”
Reimagined by the UK’s Together Design, Haws wanted to reposition themselves in the home and gardening segment with a grand redesign that would create an iconic shape for retail and attract younger consumers interested in horticulture.
Well, the world’s oldest watering can manufacturer got more than they bargained for, and they revitalized their entire visual identity. The illustrations on the packaging resemble patent images, and they utilize a bold type for a striking wordmark. Additionally, Haws now uses 20% less packaging than they did before. The boxes are 100% recyclable, and because of the shape of the packaging, it’s easier to store and ship while also reducing the cost of shipping.
Best of Show
Figlia—Feminine by Nature
By Superunion
This year’s overall Best in Show winner went to design and branding agency Superunion for Figlia, an Italian olive oil by Agricola Dargenio. The limited-edition olive oil was released to promote the first female CEO of the company, Emanuela Dargenio, and it comes in a handmade ceramic bottle with a wood top, a primal, back-to-basics design that gets at the core of what packaging is.
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The bottles are handmade, no two are alike, and the human-centric design found inspiration in the female figure, representing a future that is unmistakably female. Superunion says the design was a project “celebrating family, femininity and the uniqueness of nature.”
Figlia’s win marks the seventh year in a row that the overall Dieline Award-winner went to a sustainable project. The bottles can also get used long after they have fulfilled their original purpose as they were intentionally left unadorned, creating both a distinct work of art and a beautiful ceramic piece to display in the home.