PENTAWARDS SPRING FESTIVAL RETURNS
The Pentawards Festival: Spring Edition was back on 23 and 24 March.
Keynote speakers and design experts explored different perspectives on the importance of the 5 senses in packaging design, discussing topics such as creating emotional connections through the senses and how innovation in sustainability can add to the sensorial experience of a pack. Recording links below.
Wednesday 23 March 2022
The Increasing Importance of Visionary Thinking for Brands
Neilsen states there are 500,000 brands in the world today – but considering there are more than 5.6m private sector businesses in the UK alone, it’s safe to assume that number is extremely conservative. What should designers do to ensure that brands in their care stand out and resonate?
In the last few years, our sensitive experiences were reduced, creating a large scale emotional shake. How can we provoke feelings and sensations if our perceptive ability is compromised? What resources can we use as designers to regenerate emotional conections and produce new memories and experiences?
A sound only presentation that compares the material differences used by packaging designers to convey prestige, quality, and value. As designers we often focus on visual communication and overlook the power of sound in the mind of the consumer.
Thursday 24 March 2022
The climate crisis is transforming the packaging landscape through the explosion of material substrate innovation and the ambition to achieve circular solutions. Mike will explore the emergence of new sensorial codes for sustainability and how these are impacting our perceptions and experiences of packaging.
Erika Barbieri, creative director of Oslo based design studio OlssønBarbieri, will talk about why they work with food and drinks, and how today's food system has made us into passive consumers disconnected from nature and our senses. They believe the future of food depends on brands that contribute to replacing an extractive economy based on power and competition with one that prioritizes care and well-being.
Erika will be joined by Henrik Olssøn, Managing Director at OlssønBarbieri.
Vincent Tavernier, Packaging Solutions Manager at UPM Raflatac, will be joined by Lisa Belgacimi and Cécile Bernhard from Lillet and the Pernod Ricard Group to discuss the importance of functional design and eco-performance. Lillet has been part of Pernod Ricard since 2008, it is now distributed in 50 markets and is identified as one of the group’s global “big bets".
Cécile is Operations Managers at Maison Lillet who has worked there for 20 years, and Lisa is QHSE and Production Coordinator.
UPM Raflatac is one of the world’s leading producers of self-adhesive label materials.