The competition required students to respond to the challenges of the pandemic by addressing the realities of the closure of retail stores. Gold, silver and bronze winners, were selected from 10 shortlisted submissions from students at Norwich University of the Arts, by a panel of judges.
With the retail landscape changing, it has never been more important for brand owners to recognise the prominence of luxury packaging and the possibilities of digital print in creating exciting solutions that engage consumers who buy online. Students taking part in the Smart Luxury Packaging – Cosmetics Brief competition were tasked with designing packaging for a fictitious high-end start-up company, which would enhance the unboxing experience for consumers taking delivery of cosmetic packaged goods at home, in replacement of the in-store experience.
The judging panel comprised of industry experts including: Brian Webb (Chair), Designer and Managing Director of Webb & Webb Design Limited, Susan Wright, Editorial Director and Publisher, Earth Island Publishing, Jon Clark, General Manager, BPIF Cartons, Tan Mahal, Creative Designer, Pollard Boxes Ltd, Veronica Heaven, Director, The Heaven Company London Ltd and Steve Chappell, Graphical Board Development Manager, Antalis. Through thorough review of all shortlisted work, five students were awarded.
Coming in first place was “Dip” by Lily Tye, a Graphic Design student at the university. Inspired by her mum, who became a keen swimmer after suffering a back injury, Lily was aiming to create a sustainable, luxurious, pool-friendly product that felt fresh and unique. She found a new, sustainable plastic made from fish scales, which became her plastic of choice for the bottled cosmetic products. She also specified the use of Performa Light graphical board for her product packaging due to its high yield, great performance and premium brand perception, as well as its carbon neutral production. Lily’s bold, eye-catching designs and innovative ideas caught the attention of the judges, resulting in a first-place win. As part of the winning prize, Lily’s “Dip” packaging will be produced for exhibition, by Antalis, at the forthcoming Packaging Innovations event at Olympia, London, this September.
In joint second place, Josh Smith and Niamh Sparrow were awarded silver. “Slicks”, by Josh Smith, is a premium male hair product range which surrounds the theme of Formula 1, and concept “TYR” by Niamh Sparrow, is a Viking themed range of beard products. The packaging for each concept was considered “clever” “on trend” and “appealing” by the judges. Bronze place was given to concepts “That Guy” and “Heyday”, by students Reece Cornwall and Tiarnie Stammers respectively.
Antalis would like to pass on their congratulations to all those involved, and commend the students at Norwich University of the Arts for their exemplary entries into the competition.
Veronica Heaven, Founder of Brief Cases says, “support from industry is hugely important and it is wonderful to have leading player Antalis engaged in Brief Cases, a bridge between industry and education, working with us and encouraging next generation talent with this exciting and demanding packaging project. As judges, we had our work cut out for us because of the high calibre of entries, and it is thrilling to see where students have uncovered new opportunities and product categories for brand owners. Norwich University of the Arts and their students have done an amazing job and delivered superb results, despite the challenges of the pandemic”.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!