We speak with the 2024 Carrefour Brand Brief winners from Trazos University to learn more about their winning work and what this achievement means to them

What did winning the Brand Brief mean for you?

Gaizka Elortegi Saiz: As someone just starting out in the industry, winning such a big award like the Pentawards with a brand like Carrefour has been a game changer. It’s not only a huge confidence boost, but it’s also a big step forward in my career. It feels like a moment that’s really set things in motion for me.

Rubén Torrero Tirado:  Winning the Brand Brief was a great achievement, especially being my first year studying design. It represented an important recognition of my effort, creativity and ability to apply the knowledge I learned in a real context. It also motivated me to continue growing in this field and gave me the confidence that I can make a difference in the industry.

Lucía Reguillo Augusto:  As a Master’s student in Graphic Design and Art Direction, winning the Brand Brief was a milestone achievement for me. It affirmed that the skills and knowledge I’ve been developing throughout my studies are applicable in real-world scenarios. It also gave me a sense of accomplishment, showing that I can create work that stands out and adds value to a major brand like Carrefour. This win was a major boost to my confidence as I prepare to transition into the professional world.

Inês Filipa Tavares Gorgulho: I’m really happy for all of the process, not just winning. Of course that winning was the best thing, but mostly I’m grateful to work with an amazing team like ours.

Laura Giralt:  I believe that winning an award of this magnitude boosts confidence both in the team and in oneself, giving you strength when facing new challenges and professional projects. You understand that the effort is worthwhile, and although there is still much to learn in the profession, we are striving to follow the right path.

How has the win impacted your work or career since?

Gaizka:  I think winning the Pentawards will help me stand out and open up new opportunities. It’ll give me the confidence to take on bigger projects and push my creativity further. This recognition feels like the first step toward shaping my future as a designer.

Rubén:  This win has allowed me to stand out in my class and has helped me connect with other design professionals. Although I am at the beginning of my career, winning has opened up new opportunities for me, such as the possibility of participating in more challenging projects, and I have also received some job offers that have increased my motivation to keep learning and improving. This has been a great boost for my professional and personal growth.

Lucía:  Winning has had a significant impact on both my academic journey and career trajectory. It has enhanced my portfolio with a real-world project that I can showcase to potential employers and collaborators. I’ve also been able to apply the insights I gained from the experience to my studies, pushing myself to think more strategically and creatively in my coursework. It’s given me a clearer vision of where I want to go with my career, and it has even opened up opportunities for internships and collaborations.

What part of your winning solution for Carrefour do you feel most proud of?

Gaizka:  The part I’m most proud of is how Smart&Fun has grown into a brand with real significance. It started as a simple idea for our Arts Degree project, but it quickly evolved into something impactful and innovative. Seeing Smart&Fun transform from a concept into a fully realized brand that resonates with people is incredibly rewarding. It demonstrates that even humble beginnings can lead to a powerful identity.

Rubén: I am especially proud of my contributions in the 3D design, which were also fundamental, as they helped to visualize the proposal in a more dynamic and attractive way, highlighting the modern and technological character that I wanted to convey in my solution.

Lucía: I’m most proud of how my solution integrated innovative design with a deep understanding of Carrefour’s brand values and audience. As a student, it was important for me to create something that was not only visually appealing but also strategic in its approach. I’m especially proud of how I was able to use design to enhance the customer experience while staying true to Carrefour’s identity. This balance between creativity and functionality is something I’ll carry with me into future projects.

Inês:  All of the process was a big challenge, but there were to things a bit tough, choosing colors for the categories and the logo design. So I would say I’m proud of both tasks.

Laura:  The part of our work that I feel most proud of is, without a doubt, the ability we’ve had as a team to tackle the challenges that arose during the creation process. It’s essential to build a network of support and constructive criticism among team members, and we’ve done that from day one, always aiming to do our best and improve every day. Additionally, as for the project itself, I believe it’s been important not only to focus purely on its aesthetics but also to tell its story, to find the brand’s soul and reflect it through every graphic aspect.

How do you think participating in the Brand Brief has influenced your approach to future projects?

Gaizka:  This project has been a huge learning experience for me. It’s more than just a win, it’s given me the confidence and know, how to take on future projects. I see it as the beginning of something bigger, and Smart&Fun has definitely shaped the way I’ll approach my next projects, pushing me to think bigger and get even more creative.

Rubén:  Participating in the Brand Brief has changed my approach to future projects. It has taught me the importance of deeply understanding the client's needs and always considering the end user in every design decision. I am now more aware of the balance between creativity and functionality, and I know that good research and planning can make a big difference to the outcome.

Lucía:  Participating in the Brand Brief has had a profound impact on my approach to future projects, particularly in how I value collaboration and teamwork. Working in a group during the competition taught me that the best ideas often emerge from collective brainstorming and shared creativity. Each team member brought their own strengths—whether it was strategic thinking, technical expertise, or creative innovation—and that blend of perspectives helped us push the project further than any one of us could have alone. This experience underscored the importance of communication and the ability to give and receive constructive feedback. I’ve learned that successful design projects are often the result of collaboration, where every team member contributes to refining ideas and solving problems. Moving forward, I’ll approach projects with a greater appreciation for teamwork, knowing that the diversity of ideas and experiences within a group can lead to more innovative and effective solutions.

Inês:  Working as a team was a full experience of how is the daily life of work. This project was amazing. Being able to do the rebranding from zero to a brand like Carrefour was incredible. Seeing all the work coming from you and your partners, sharing knowledge and creativity, it was refreshing and inspiring. Week after week we had to fight to get results in time. Fortunately we made a really good team, thanks to the open communication and listening between all of us. The project was fully developed thanks to all.

Laura:  I believe that having participated in such an important project has given me valuable tools for approaching new projects. The timelines, the high standards, attention to detail, adaptability, and the tolerance and empathy among team members have been key aspects I’ve taken into account, and they will help me in the future to deliver projects with the highest level of quality and professionalism.

Iván Carnero, Creative and Art Direction teacher at Trazos , added:

" Last year I taught my Trazos students the book "The packaging design book 6" and challenged them to participate in the next edition. That year we were unable to participate due to calendar issues, but this year when we saw the opportunity that Pentawards and Carrefour gave us, we didn't hesitate.

The fact that my students took home gold and silver this year makes my work worthwhile. A unique and unrepeatable experience, where students have worked on a real project under the direction of a large company, experiencing the process of brand creation and packaging design first-hand. Seeing how an idea is born, evolves, undergoes changes, grows and finally develops is something incredible for students and teacher... but for the team to see it become something real in a few months and see it at the points of sale... It's will be a pride. "

The Carrefour Brand Brief winners from Trazos University not only showcased their creative brilliance but also highlighted the transformative power of collaboration, perseverance, and passion for design. Their journey is a testament to how challenges can lead to innovation and success.

Ready to take on this year's Brand Brief? Download it now and get involved!