From the desk of Rebecca Peel – Managing Director, Awarded.
Entering and winning the right awards can bring your business many benefits. Not only are they great for attracting and retaining talent, but they also hugely influence client buying decisions as they provide that impartial seal of approval and reduce risk. Not only that but, awarded businesses can experience an average of 77% higher sales growth than non-awarded businesses. And leading M&A and Corporate Finance advisors note that the right awards will add value to your proposition and are an important consideration when it comes to sale.
So, if these are just some of the reasons why you should be entering awards (and more can be found on my website), why are some businesses not winning the awards they deserve, or not even entering them in the first place?
Whenever I speak to businesses about awards, I invariably get one of the following responses:
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We’re happy doing what we’re doing
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They’re just money-making schemes and we’re not interested
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We’ve dabbled in the past with some success, but we don’t really know which ones we should be entering
There’s not much I can really do about the first two. Once people have made up their minds it’s often quite hard to change them – but not impossible. However, it’s the third response that really floats my boat.
Having written award entries for well over a decade, I know what it takes to win, and so here are my top three tips for improving your success rate and winning big.
1. Have a single-minded goal
Every business should know what it wants to achieve; whether it’s a Big Hairy Audacious Goal (BHAG) that is tangible, energising and highly focused, such as becoming the Nike of your own industry. Or something less visionary, but more practical and immediate, such as repositioning your business to be seen in a different light.
Whatever it is though, it’s important that you’re single-minded about it. You need to treat this as your guiding light, the one thing that will decide whether you should do something or not. And you then need to ensure you underpin that with key measures, so you know when you’ve achieved it, or at least where you are in your journey.
Only when you have this goal can you move on to tip number 2.
2. Publish a plan
Once you know what you’re aiming for, it’s much easier to identify the awards that will help you get there. Each award scheme has its own mission and values, and so then it’s simply a case of marrying up how you want to be seen with the right scheme for you. Ask yourself:
“Will entering this award help me achieve my goal in any way? Are there better ones out there? Are we ready to enter yet? What do we need to do to get there?”
For example, PAC’s Global Awards celebrate craftsmanship in global package brand design and innovation. Its winners are those that have evidenced a positive impact on business performance and brand value, have prioritized sustainability and innovation, and work in a collaborative way. If you’re a package design firm that places innovation and sustainability at the heart of what you do and can demonstrate a positive impact on your client’s business, then entering PAC’s awards is a no-brainer.
Invariably you’ll have a limited budget and you won’t be able to do everything, so it’s really important that you make a plan and stick to it. And don’t let others try to deviate you away from it!
I find it helps to publish the plan so that others can see what you’re aiming for and can get on board. If they understand what the ultimate goal is then they can help to prepare for what’s needed well in advance. And everyone will be happier to avoid those last-minute ad hoc requests.
One such example is my recent work with a brand acceleration agency. Having a strategic plan (that has been executed well and across a team of people) has resulted in improvements across all of its KPIs of increased awareness, talent attraction, retention and team motivation.
3. Be prepared
Regardless of the type of award you go for it’s imperative to really understand what the judges are looking for and play to that. Many publish judging criteria, but others don’t, so you need to look back at the winners from previous years to understand what type of work wins, and what information is needed to make a persuasive entry. Many award schemes publish winners and/or nominees on social media – following them will give you insight into how to present your entry too.
It also helps immensely to have your house in order in terms of case studies. A comprehensive case study that details the brief, strategy, solution and results is a must, but if that doesn’t exist (yet) then the client brief, strategy and design presentations, as well as any results are a very good starting point.
When I started working with one design business, they had partial case studies that were a good starting point but didn’t necessarily contain all the information needed for awards – they often lacked the human element and an emotional connection with the reader. Now they have seven compelling case studies, six of which are award-winning.
By taking a step back and looking at the whole awards process objectively, and by putting these steps in place, you will instantly put yourself in a much better position to win the right awards for your business. And then all that remains for you to do is to shout about your success…
On February 18, 2020, we announced our 2020 PAC Global Award winners in New York City at the ONEOF100 Summit.
For more information on the PAC Global Awards competition, please visit our details page.
Our 2021 call for entries will happen in June 2020. Check www.pac-awards.com for details.
If you’d like assistance with preparing an entry set up for success, please contact Rebecca Peel.
2020 BEST OF SHOW BRAND MARKETING
DAINTY BY PIGEON BRANDS INC.
2020 BEST OF SHOW PACKAGE INNOVATION
HERBAL ESSENCES BY PROCTER & GAMBLE
Best of Show Package Innovation was awarded to Procter & Gamble for their Herbal Essences entry. 
I+I’s magnetic boxes are designed for various display options and spaces, and can sit on store shelves open, closed, upright, or stacked. The packaging magnets inside the box structure enhances the consumer’s sensory experience, as it produces a crisp, satisfying “pop” when snapped shut. To combat breakage and overpackaging, we designed a custom box structure using recyclable cardboard materials. Inside the box is a perfectly sized cutout for our recyclable glass bottles, and magnets positioned inside the box frame to keep the bottle secured.
At the heart of the new identity is a freshly inked interpretation of John Molson’s signature, with a clock relating back to the first one which sat on North America’s oldest brewery in Montreal. The brand is held together by clear and consistent pack hierarchy; including a bold and dynamic new Molson identity, the sub-brand/variant iconography with quirks, followed by the descriptor. This clear structure enables consumers to navigate easily at shelf. Finding both the brand they are looking for, but also introduce them to new sub-brands they may not have considered within the portfolio.
The Eos redesign uses heroic ingredient images to unify the brand across all pillars and to stand out amongst its competitors. Each pillar has a differentiated look & feel that appeals to a variety of needs and will make it easier for consumers to navigate the product line. A new iconography system was developed that is playful and true to the brand’s tone of voice, but still clearly communicates the product claims and the brands commitment to natural and ethically sourced ingredients. The use of the diagonal is innovative and disruptive at shelf, while the color palette is fresh, flavorful and fashion forward.
Wayfare’s mantra, “Eat amazing, Live amazing, Feel amazing” speaks to the brand’s passionate outlook, which inspired this rebrand. The creative solution aimed to breathe life into the brand, updating the holistic identity to feel more vibrant and approachable. WayFare was designed to stand out against the competition with a deep teal and a vibrant green that are not often seen in grocery. The rebrand also involved a new design and structure, both of which are trend-setting and unexpected in the category, but still give a nod to the inner meaning.
COLD-FX needed to find a new audience in a growth category and transform itself to become the modern fighter immune booster of choice. The creative solution evolved the brand mark to feel contemporary, bold and energized – much like its consumers! The graphics, inspired by the brand mark, creates strong blocking at shelf that draws attention and helps it to stand out as a trustworthy brand.
As a beer with real substance and history, the visual identity of Creemore embodies the core values of looking to the next chapter, awakening opportunity and celebrating the future. These come together within the copper kettle and circular blue ribbon, a nod back to the brands previous visual id, as well as a forward arrow referencing the idea of reinvention. The brand line ‘fresh from the village of Creemore’ and ‘Fire brewed with Spring water’ brings an element of story-telling.
Pampers Pure is the first bag-in-carton handcrafted execution consisting of a polyethyelene bag as the primary package to contain the diapers providing dust containment and moisture barrier. To elevate the premium feel, the primary bag is contained in an elegantly designed white carton box coated with soft touch varnish, and handcrafted teal and white satin ribbon handles are integrated at the top of the carton box. The whole packaging of Pampers PURE is a handcrafted packaging experience executed with excellence.
The brand name Fontaine Family was developed to resonate to French and English speaking markets and to connect with active young adults and parents who look for great quality and ready-to-cook meat/meal solutions. The brand visual identity is prominent and vibrant purple colour helps to stand-out at shelf. The see thru window allow to see freshness, the most important purchase driver. Fresh and vibrant colour, new design style and approach for meat to express the distinctive offer: responsibly raised animals, transparency, high quality, delicate and lean meat.
In reflecting a local artisan style, the Gin Distillerie 3 Lacs identity represents the shape of the region created by the 3 lakes: Deux-Montagnes, Saint-Louis and Saint-François. Illustrations of sunflower, lemon and the yellow colour are used to communicate the two main botanical ingredients of this distinctive gin. The overall visual expression is contemporary and classic at the same time; a beautiful object that can be proudly placed on one’s bar.
The new REDKEN® Flash Lift Bonder Inside portable pouch increases the product to package ratio compared to its rigid predecessor. Additional innovations include a unique directional pour spout that prevents powder fumes while pouring and guides product into the measured dosing cap and a cross pattern within the pour spout to help break-up clumps of product. The new package also stands up prominently on the shelf providing a great brand billboard.
Dainty’s identity is articulated in white on black to give it a premium touch, carefully selected to position the brand in a highly competitive universe. Each package has a photograph evocative of the country of origin of the variety, with the sepia treatment contributing to the superior quality of the rice in this range. The black blocking effect makes the brand attractive, unique and easy to identify in the rice category. The new bag takes less space in the store, offers a longer shelf life, and is able to be resealed for easy storage.
Social Plastic® is pioneering the supply chain with Plastic Bank to establish a steady stream of material that can be used in packages again and again. Keeping as much value as possible within the country, the collected material gets pre-sorted by plastic type and is shredded on-site into flakes for efficient transportation. The raw material is then imported to Europe for processing and final conversion. The power of this partnership, besides the resin itself, is its scalability across the globe to tackle ocean plastic where it appears and alleviate poverty at the same time.
As part of a broader goal to innovate and expand its offerings, Schneiders looked to launch a premium line of dry cured sausages. The creative solution for the new dry cured salamis brings the Schneiders brand to life with a curated design that celebrates the care and attention the brand devotes to the making of their products. The matte paper stock is reminiscent of butcher wrap, the line rendering of the ingredients signifies simplicity and quality, while the map in the background speaks to the provenance of each varietal.
The Miss Vickie’s Signatures line is an indulgent, premium snack offering featuring imagery of the key ingredients and unusual props or cooking utensils displayed in a way you might see on a “foodie” Instagram feed. The use of the darker, richer palette and the beautiful full color photography clearly signals to the consumer that this is not your everyday Miss Vickie’s.
The ChamberPouch is a brand innovation platform enabling food and CPG companies to combine existing products, introduce new ones, and create combinations, promotions and configurations previously not possible in flexible pouch formats. The technology enables you to have multiple chambers fully isolated from each other, but still joined on all sides with a perforation for easy consumer separation. Functionality at home is one of the key reasons for choosing this pouch style. The consumer can take this pouch and separate it into two for easier positioning in their cupboards.
In their quest to break down consumer barriers, True North Seafood teamed up with Martha Stewart to produce a range of high-quality seafood + signature ingredient recipe kits. The designs feature visual shortcuts to communicate ‘delicious, easy to prepare seafood’ with food photography styled on contemporary kitchenware in a setting that was worthy of Martha’s own table. This one-two punch of high-quality product and a trusted source overcomes the consumer hurdles associated with purchasing seafood.
This unique hex-bottom, round-top shaped “Hexacle” package with brand-inspired patterns in the graphics, provides a distinct and premium package that gets consumers’ attention in the very busy holiday shopping environment. The premium look of the pattern graphics on the package allow shoppers to forego the step of wrapping the package before gifting it. The new Hexacles eliminates use of plastic inserts, replacing them with an oversized paper bag which provides gentle padding and protection.
Froot Loops celebrates the awesomeness in all of us. It’s a fruity, colourful reminder to treat every day like a brilliant, exciting adventure. On a functional level, Froot Loops is a delicious cereal that satisfies sweet/sugar cravings and gives kids the most fruity, multisensory cereal experience. The new Froot Loops design veers from the typical cereal-in-a-bowl arrangement and instead leverages the power of character. It tells a story of delicious fun that can be enjoyed ANY time of day.
Narvona wanted to enter the market with branding and packaging the Michigan market had yet to see before. Glass jars, custom paper, embossed logos, and premium textures offer branding and multi-packaging solutions that strike a delicate balance between luxury and accessibility. When you open Narvona and see the custom embossed glass jars coming out of a high-quality marble casing, it creates an experience that cannot be duplicated.
Narvona wanted to enter the market with branding and packaging the Michigan market had yet to see before. Glass jars, custom paper, embossed logos, and premium textures offer branding and multi-packaging solutions that strike a delicate balance between luxury and accessibility. When you open Narvona and see the custom embossed glass jars coming out of a high-quality marble casing, it creates an experience that cannot be duplicated.
The Tide Eco-Box cubed shape is designed to stack optimally on a pallet without additional packaging or protection. Upon receipt the consumer can easily assemble the outer box to create an easy dosing experience in their laundry room. By optimizing the packaging design and compacting the formula, a benefit of 60% less plastic was realized while continuing to delight the consumer in use. A Tide liquid laundry detergent bottle is prominently featured in the packaging artwork to communicate that the Tide product consumers know and love is inside.
To better reflect Selection brand’s focus on meeting its customers’ daily needs, the new design was created to intentionally disrupt the category. It achieves this through the use of dynamic colour bars, variable and colourful type, and vibrant colours to contrast with the product itself. An overhead shot of a bowl showcasing product was consistently used across the entire cereal set to create a bullseye and unmistakable brand blocking. What was achieved is a simplified, stronger on-shelf presence that is clearly recognizable as Selection brand.
The Lovibles design boasts an attractive, colorful and fun package that shows an imaginary world where an illustrated cat has many adventures looking for delicious food. The story, bright colors, and fun product names and kibble shapes are designed to attract the economy customer’s attention browsing the aisle and intrigue them to pick up a bag of food. A closer look reveals fun product names, cute shapes, and vignettes that illustrate the cat’s adventures and product information. Because of the strength of the brand and packaging design concept, it has the potential to expand to other type of products for cats.
The design team created a nimble visual system that can be applied across a variety of categories and retail banners. The bold C graphic and lively colour palette were designed to jump off the shelf and provide a strong brand block in over 25 categories. Quirky illustrations weave product stories and make inclusivity the heart of the story.
Elite® was developed as the ultimate solution for protein packers in search of a sustainable tray for modified atmosphere packaging (MAP) applications. The patented sealing technology hermetically seals the product which ensures that the product stays safe and secure, reduces leak rates and reduces food waste. Elite will yield 100% crystal clear PET when recycled which is a breakthrough in tray packaging design and a huge benefit to the recycling industry. The #1 Recycle mark and the “Made from 100% recycled PET, recycle me where possible” label offers the consumer and brand the peace of mind that they are buying and offering a socially responsible product.
The new Your Fresh Market design reflects the simplicity and pleasure of everyday meals and allows the food to be the true hero. YFM uses visual simplicity and punches of colour to attract attention to key pieces of information on pack – getting to what the consumer needs to know as quickly and easily as possible. The punchy colours and tag graphics help outline SKU specific features and the background creates a billboard of simple hand-drawn illustrations.
As part of the laser marking process, Herbal Essences are displacing material creating peaks and valleys that are acting as a sensory system to deliver feedback to the consumer on which product they are interacting with. The objective of this development was to enable consumers who are blind and/or those with low vision to identify the difference between Shampoo & Conditioner products, improving the in-shower experience. The inclusive design elements are unique to any other package in market.
Blanton’s Bourbon was looking to reinvent its exclusive offering for La Maison du Whisky, and needed to create a new, premium look that would be sought after by collectors. Knowing the target was primarily French, the team developed a series of cultural context overlays to identify those things that Blanton’s Bourbon, Kentucky, and Paris have in common – including horse racing, architecture, historical associations, and turn-of-the-century gilded style. Where previous offerings of this nature prioritized a low-involvement project and process, this new expression of the package actually increased Blanton’s desirability.