How to make your entry stand out: Tips from our judges
With over 2,000 entries submitted each year, clarity, context and intention are what make work stand out. Here’s what our judges recommend
With over 2,000 entries submitted each year, clarity, context and intention are what make work stand out. Here’s what some of our judges recommend:
Be concise - and clear about what makes it great: Focus on what’s exceptional about your packaging. Explain the thinking behind the design and the problem it solves.
Show the evolution: If you’re entering a redesign, include “before” images. This helps judges understand what was preserved from the brand’s heritage and what was repositioned from scratch.
Add depth where it matters: Include supporting information for added context - insights, constraints, strategic decisions.
Zoe Green (Co-Partnership) also adds: Demonstrate production value - Show the price point, print finishes and techniques used. Packaging is physical - details such as materials, embossing, sustainability choices or structural innovation help the jury assess craft and feasibility.
We recently also caught up with judge Hernán Braberman (Tridimage) , who shared this advice:
"Enter. That sounds simple, but a lot of designers hold back waiting for the project they consider perfect. What I learned sitting on the jury is that what moves people is honesty. Work that comes from a real problem, solved with genuine intention, communicates that immediately. You don’t need to be from a large studio or a well-known market for your work to resonate.
One practical piece of advice: help the jury understand context. What were you working against? What did the brand need that it couldn’t yet see? The best entries frame the problem as clearly as they show the solution."
Bonus tips from Adam Ryan, Head of Pentawards
Target newer categories: Newer categories often have less awareness and fewer entries. Entering them can be a strategic way to get your work noticed.
Focus on the narrative: Every strong entry needs a one-line elevator pitch. Clearly articulate the problem you solved and why it matters. Make it easy for the jury to grasp the brilliance immediately.
Prioritise visual clarity: Use high-quality images and, where possible, video. Judges review hundreds of projects - clarity and ease of digestion are essential.