The Power of Design
2 - 3 October 2019
Packaging design is all around us, it engages our communities, splits opinions and plays a huge role in our lives. The Pentawards brings together a hand-picked selection of winners, rocks stars from international brands and design agencies, who will explore this theme, reveal the creative insight and design thinking that has formed the basis of their work.
Ask yourself how powerful is design?
Brand Union Stockholm
COO & Strategic Director
Brand Union Stockholm
Senior Graphic Designer
CEO & Senior Client Director
Mikael Selin Design Studio
Head of Strategy & CEO
Ulf Berlin & André Hindersson
Win Win Design
Creative Director CEO
Day 1 - 2 October 2019
Designing a Pharmacy Brand for a Healthier Life
Ten years after the deregulation, the Swedish pharmacy market is highly competitive but not very differentiated. Many brands fight to be the most trustworthy and most consumer oriented alternative. In this setting, how do you create a distinct brand consumer actually like and wants to be loyal to? Emelie Friis at Kronans Apotek early on recognized the value in investing in branding and design, using the private table offering as a brand-unique asset. In the same way, a new brand identity was developed together with IW and implemented across 328 pharmacies. Listen to the challenges and thoughts behind the work from Emelie and Marie. It will be a happy-pill!
Identity Works / Marie Rudolphie / COO & Strategic Director
Kronan Apotek / Emelie Friis / CMO/Marketing Director
Distinctive Brand Codes
A brand is more than just a logo stamped on a pack, a commercial mark as proof of quality, but rather a brand is made up all multiple elements that together hold deeper significance. In order to build distinctive brand experiences, it’s imperative that you understand the brand’s distinctive codes.
Mars Wrigley / Richard Walzer / EMEA Head of Design
*Followed by a 30 mins Q&A session - 12:00 - 12:30
Mikael Selin Design Studio AB / Mikael Selin / Founder
Is packaging the new TVC?
The change in our communication landscape will have fundamental change on how brands tell their story’s, from the packaging to Tiktok. For design agency, this means a major shift where packaging and its assets are the central core of the brand story, the scene for ideas, stories, possibilities of and the most vital piece of the brand communication.
Brand Union / Jonas Andersson & Linus Ostberg/ CEO & COO
*Followed by a 30 mins Q&A session - 15:00 - 15:30
Day 2 - 3 October 2019
Design effect in a transformative world
Silver / André Hindersson / CEO & Co-founder
Silver / Ulf Berlin / Head of Strategy & Co-founder
The Finnish LONG DRINK Legend of 1952
Strategic thinking on branding and packaging design, this session includes a short introduction to Finnish design fundaments and a view of today’s Finnish packaging design. It will focus on a case created for the American market “The Finnish LONG DRINK Legend of 1952“ Mini size brand with a bold vision.”
WinWin Design / Renne Angeluvo / Creative Director CEO
*Followed by a 30 mins Q&A session - 12:00-12:30
Five Creative Mindsets to Avoid Bland Design!
We all know great and powerful design when we see it. Powerful design evokes emotions – you feel happy, strong, curious, inspired... Powerful design creates movement – a reaction and action. But let’s be honest. Powerful design - or meaningful design as we would like to call it - is not as frequent as we want it to be. How come? Is it because of lack of time? Or energy? No clear purpose or creative height? Organizational challenges or budget restrictions? In this session, we’ll share five creative mindsets for meaningful design, which jobs to be done and how to do it.
Pond Design / Anna-Karin Trydegård / CEO & Senior Client Director
Pond Design / Martin Ask / Senior Graphic Designer
Drama Queen Communications / Mårten Knutsson / Chief Creative Officer, Partner
*Followed by a 30 mins Q&A - 15:00 - 15:30
2 - 3 October 2019
2 October 2019: 09:00 - 17:00
3 October 2019: 09:00 - 16:00
Arne Beurlings Torg 5
164 40 Kista