Pentawards Conference London:

Design Deconstructed

at Olympia London
1-2 December 2021

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

The two-days conference featured gods of the packaging design industry and leading brands including PepsiCo, Morrama with Wild Cosmetics, Springetts, Elmwood and more.

UPM Raflatac was also joined by the speakers for a panel discussion exploring key issues in packaging of premium and luxury drinks.

Wednesday 1st December

Building brands from scratch

It’s great working on established brands with a rich history. But what if you start from scratch, with nothing but a blank piece of paper? Tom will talk through Nude’s experience working with start-ups and entrepreneurs in the spirits category, and what he’s learnt about launching a new brand.

This session will be held at the Luxury Packaging Theatre.

Design at the Point of Inflection

We are living in a world of exploding content proliferation. In this world design has a never before had a more critical role to play… Identity is now the anchor for the brands we deliver. But these identities must have the potential to liberate multiple expressions of the brand’s character and purpose to appeal to consumers in new and interesting ways. Ways where distinctive design elements are able to make content more ownable without the need to simply sticker the logo everywhere.

This session will be held at the Packaging Innovations Theatre.

Thursday 2 December

Brand Love

From Fab ice lollies to a rice revolution, beer with character to a Sheffield institution. Brands that are liked but not loved are not brands at all. Brand Love is a collection of stories about how Springetts work with brands to make them loved.

This session will be hosted in the Packaging Innovations Theatre.

Wild Intentions

Join Freddy and Jo to hear about Wild’s journey to becoming one of the UK’s fastest growing startups. From initial conception, to the moment Freddy walked through the door of Jo’s design studio, to selling 2.5 million deodorant refills in 18 months, get an insight into why they believe the product has been a success.

This session will be hosted in the Luxury Packaging Theatre.

Transforming Snacks & Treats Through Design

Richard is the Design Director, Breakthrough Innovation – Europe at PepsiCo. He is the Design Lead for the European Hub on the Global Design Innovation Group, helping to set the breakthrough innovation strategy for Europe. His role is to lead a growing team of innovation and brand design experts to establish and drive growth in white spaces PepsiCo does not play in today. Richard previously worked at Mars Wrigley for seven years, where he was Head of Design for EMEA.

This session will be hosted on the Packaging Innovations Theatre.

Reuse as the foundation for more rewarding packaging experiences

The transition to reusable packaging systems is key to reducing packaging waste and CO2 footprint. To successfully drive adoption of reuse behaviours requires incentivising consumers with a more valuable pack experience than offered today. Reuse therefore presents an opportunity to reimagine packaging in a new light.

This session will be held on the Packaging Innovations Theatre.

The Drinks Forum panel debate

Join a panel of expert speakers to discuss the key issues in packaging of premium and luxury drinks in the year to come – from design trends and sustainability challenges to the impacts of e-commerce, no- and low-alcohol drinks and new technologies. Hosted by UPM with Paul Marsh from Butterfly Cannon, Ian McCulloch from Silent Pool Distillers, Wayne Hallett from Reflex and Jay Betton from UPM.

This session will be held in the Luxury Packaging Theatre.

About packaging innovations & luxury packaging

This December we partnered with Packaging Innovations & Luxury Packaging London, the leading event for inspirational and bespoke packaging.

The event provided a platform for the industry that delivers valuable connections and unforgettable experiences for visitors and exhibitors alike. Whether you specialise in beauty, food, drinks or fashion and accessories, the packaging is an integral part of every brand’s identity, so discover why thousands of packaging, marketing, branding and design agency professionals make it their must-attend event.


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.