Pentawards Conference Amsterdam:

Design Deconstructed

18 November 2021

Pentawards partnered with Packaging Innovations Amsterdam to bring together some of the most successful creative minds from across the globe to explain, discuss, explore, and examine the key formulas and principles to succeed in today’s world.

The conference featured exclusive keynote speakers including Diageo, Colgate - Palmolive and SGK - Amsterdam. 

Reflex Label was also joined by the speakers for a panel discussion exploring the future of packaging design.

Thursday 18 November

The science behind future-fit creativity

Our objective is to create more sustainable, more desirable and more commercially effective packaging design. To achieve this hat trick we need to inject our packaging design strategies with objectivity. Join us as we share the science and tools behind the innovative solutions to more future fit brands.

How to implement design within organizations

The presentation is a 30min extract of a masterclass about Design Leadership, deconstructing the fundamentals on how to implement design and design functions within organizations, including how organizations work, how design leaders build teams, how to scale design and drive design ROI.

Design's time to embrace and lead change

Steve works in Design visual identity within Diageo Europe & Africa and has had the pleasure of leading the creation of new brands, brand identities and packaging of some of the biggest global spirit and beer brands that exist today such as Guinness, Hop House 13, Smirnoff, Captain Morgan, Roe & Co, Haig Club and many more.

Panel discussion: The future of packaging design, hosted by Reflex

The panel includes Pentawards, Colgate, Diageo, Studio Kluif, Reflex, SGK-Amsterdam, Field Lab and Circular Packaging.

About packaging innovations

Packaging Innovations is a national event with an international flavour that presents a surprising collection of insights and ideas for the primary packaging industry.

Packaging Innovations 2021: WELCOME TO OUR LAB

A laboratory provides innovative solutions that benefit the world. Packaging Innovations offers distinctive and new possibilities in the field of packaging design and solutions. The focus will be on sustainability issues, distinctive features in terms of design, material usage, and the need for packaging. How do these concepts relate to the changing retail landscape? You’ll find the answers during Packaging Innovations.


The Pentawards Winners’ Exhibit is an exclusive display showcasing 2021 competition winners. This is a unique opportunity to gain a global perspective of the best and most creative achievements in packaging design from 2021.

Visit us for your chance to win a copy of the latest ‘ The Package Design Book’ published by Taschen, which features winning works from our competition. Simply vote for your favourite design from our exhibit.