Pentawards x Carrefour Brand Brief Unpacked
In a dynamic fusion of creativity and practicality, our 2024 Brand Brief in partnership with Carrefour pushed the boundaries of toy packaging design. Here we take you through the process and the standout works that made it to the shortlist
In a dynamic fusion of creativity and practicality, our 2024 Brand Brief in partnership with Carrefour pushed the boundaries of toy packaging design. Here we take you through the process and the standout works that made it to the shortlist
As part of the 2024 competition we partnered with Carrefour to launch a new challenge for emerging creatives. Recognising the importance of nurturing the next generation of creative talent, the brief was aimed at students, recent graduates, and interns, inspiring innovative thinking but also promising tangible outcomes, bringing the winning design to the market through Carrefour. The French retail giant will in fact work alongside the winning team to develop the toy line and sell in in their stores.
The Brief: Elevating Carrefour Toy Packaging Design
The challenge was to create a modular system for Carrefour's toy packaging. This system needed to be versatile enough to span across different types of toys while maintaining a cohesive look. At the same time, it was crucial that each toy segment could be easily differentiated through unique visual elements.
Partnering with Experts: Carrefour and JDO
To make sure the brief was based on real-world needs, we teamed up with Carrefour as well as Brand & Talent Manager at JDO Boma Krijgsman, who provided a professional design agency viewpoint. Their combined expertise added valuable industry insights and feedback to the competition.
Individual Feedback Sessions
For the first time ever we introduced individual feedback sessions for shortlisted entrants. Carrefour's team, along with Boma, provided personalised insights to help students polish the designs to a professional standard, preparing them for the final round of judging.
The Shortlist
From a pool of impressive submissions, eight standout works were shortlisted for the final round. Take a look at them below:
Bonk! (University of Technology Sydney) and Boongo (Trazos)
Kafou (Intuit Lab Paris) and Kids&Craft (Trazos)
FunFor (Minsk State College of Arts) and Sweet Dreams (Intuit Lab Paris)
Ben & Max (Intuit Lab Paris) and CUBI (IED)
Final Judging and Winners
The final round of judging brought together all the insights and refinements from the feedback sessions. Carrefour and JDO's team evaluated the proposals based on creativity, practicality, and alignment with the brief. The winning design, to be revealed at the 2024 Gala Ceremony, will make its way to Carrefour stores, turning a student’s vision into reality.