Discover what it takes to impress the jury—get familiar with the judging criteria and explore past winning entry examples

The Pentawards is a world leading competition that recognises the best of the best in global packaging design. This is achieved with the help of a carefully crafted jury of experts, alongside a rigorous and in-depth judging process.

Want to maximise your chances of winning? Explore what goes into evaluating your work below and check out winning entry examples to see what it takes to stand out.

JUDGING CRITERIA

- QUALITY OF DESIGN:  Judges are looking for excellent graphic and structural design, considering aspects such as typography, artwork, the logo or brand name, use of colour, as well as structural aspects such as shape, form and silhouette.

- BRAND EXPRESSION: Judges score how effectively the graphic and (if appropriate) structural design of the pack or range expresses the personality, characteristics or story of the brand.

- CREATIVITY & INNOVATION: Judges score the pack or range for its originality and creativity, considering also innovation in areas currently driving the industry, such as sustainability, inclusive design, smart technology, etc. For re-designs, judges will look at any changes in material use or innovation as well as branding compared to the previous design, and consider any challenges in doing so.

- EMOTIONAL CONNECTION: Judges score whether they like the pack overall, how they responded to it emotionally and whether they believe that it will elicit a positive response in its target market.

- SUSTAINABLE DESIGN CATEGORY CRITERIA: If entering this category, you will need to include information on why the pack is sustainable, including the materials used and their impact on the environment. Judges will be looking for evidence of optimisation in the environmental performance of the packs, as well as the branding and innovation in the pack design

- DESIGN EFFECTIVENESS CRITERIA: Entries into this category must show evidence of commercial achievements and how the design led to the results achieved, whilst sharing details on the market, objectives, challenges, influencing factors and outcomes.

- SUPPLIER INNOVATION OF THE YEAR CRITERIA: Entrants into this category will need to showcase how their business and product benefits their clients in their packaging designs. They will need to share information on their product and the benefits it brings compared to alternatives, demonstrate strong and positive relationships with clients and also highlight any other focuses the business has that helps support the industry.

ENTRY COMPOSITION

To give your submission the best chance of success, make sure your entry clearly outlines the concept, execution, and impact of your design. Below are key elements to include:

1. What the brief was or purpose of creation

2. Explain what the product is and use for intended audience

3. How the final product was achieved – highlight any key branding elements, structural design, innovations used, materials used, etc

4. Highlight any cultural relevance key to the pack’s design

5. Ensure your entry covers the judging criteria

WINNING ENTRY EXAMPLE

To help you understand what makes a winning entry, we’re sharing examples from previous years that captured the attention of our jury. Use these as a reference to inspire your own submission. 

2023 PLATINUM WINNER BODY, HEALTH & BEAUTY - Perfumes and fragrances - By Far

The brief : to create a playful product, with consumer interaction at its heart.

We wanted the perfume to contribute to the overall brand success, not just create an additional category. The solution is not a perfume bottle: it’s a refillable, customisable and portable bag charm.

Two principles guided the creative process :

1. It’s a fashion accessory:

• A reason for the brand to enter the beauty market.

• Supports the brand core categories : discover the fragrance = discover the bags.

• Consumers can express their individuality: key for the brand’s generation of fans.

• Encourages newness: new styles released seasonally, without need for fragrance development.

2. It’s a modular design : 168 combinations.

• Pick your scent : x7 scents by leading perfumers in Grasse, France.

• Pick your colour : x6 colours at launch + exclusives for specific markets or retailers (eg. Selfridges, LNY, etc…).

• Pick your strap : x4 styles (By Far will keep adding more). Making the bottle refillable:

• Allows for smaller capacity : buy 100ml, carry 20ml.

• Is more sustainable.

• Adds to the interactive requirement of the brief.

• Allows components to separate, making end-of-life recycling easier

2024 GOLD BRAND IDENTITIY & CONNECTED PACKAGING - Self Promotion - The Spirit of Heineken

As part of Heineken’s 150th anniversary celebrations, we produced a luxury gift embodying sustainability and circularity.

Beyond recycling, it transforms waste into treasure, reflecting Heineken’s commitment to environmental impact. The Spirit of Heineken. A one-of-a-kind spirit made with leftover alcohol generated during the Heineken 0.0 brewing process. A precious, minimalistic icon that embodies the journey from waste to treasure. Crafted with the finest attention to detail, a porcelain flask, created in collaboration with Royal Delft. To spark the conversation about transformation. In the spirit of Heineken.

Created in collaboration with Royal Delft Porcelain, the Spirit of Heineken embodies elegance and simplicity. Its design, featuring the iconic racetrack shape and embossed star, subtly elevates the world-renowned beer brand. The flask is made with recyclable materials only. Designed to be so iconic, it will be repeatedly reused. Each flask contains a refined spirit at 18.73% alcohol, a nod to Heineken’s founding year

More examples available on our downloadable User Guide.

Haven’t submitted your entry yet? Don’t miss your chance - Get involved before the competition closes on 28 March!