2025 PEOPLE'S CHOICE AWARD SHORTLIST

In addition to professional expert opinions, we listen to the voice of the public. As part of the 2025 competition, we're giving YOU a chance to vote for a winning entry, the People's Choice Award.

See more details on the shortlisted packs below, and head to our Instagram profile to vote by liking your favourite design from the shortlist. Voting is open until 1 September at 23.59 BST.

Auge Design デザイン・エージェンシー・オブ・ザ・イヤーは、ダイヤモンド・ベスト・オブ・ショー賞、フード・プラチナ賞、他4つの賞を受賞し、受賞となりました。受賞したデザインは、CASA MARRAZZO 1934（ダイヤモンド）、PICK UP GLOBAL RELAUNCH（プラチナ）、LEIBNIZ GLOBAL DESIGN RELAUNCH（ゴールド）、CLITA（シルバー）、PASTA TIRRENAなど。

Estudio Pablo Guerrero, Brand Identity & Connected Packaging - Design with Purpose

ASPRONAUTAS is an inclusive wine project led by four individuals with intellectual disabilities, who took part in every stage - from vineyard to label. The design concept, “Explorers of the Wine Universe,” transforms the bottles into rockets, each featuring illustrated portraits of the four ‘aspronauts’ and unique hand-drawings by them. Bold, personal, and purpose-driven, the packaging celebrates creativity, empowerment, and the journey toward independence.

TwelveNYC, Body, Health & Beauty - Limited Editions or Series

To launch Burt’s Bees mini lip balms for Valentine’s Day, a playful PR mailer was created with a Gal-entine’s Day twist. Heart-shaped piñatas filled with themed products, personalised notes, and branded candy were designed for social media impact. Perforated for a perfect zig-zag break and complete with a stick and blindfold, the mailer delivered maximum unboxing delight in Burt’s signature yellow.

The LEGO Group, Home Leisure & Other Markets - Entertainment and Leisure

The packaging transforms unboxing into an immersive, playful experience. Featuring a lid textured like LEGO bricks forming an iconic F1® track, the package unfolds to reveal three exclusive sets and a ‘Brick Stop Box’ housed within a striking F1® starting gate. Functional red starting lights add interactive flair, inviting users to kick off their build and race, while the tire sets encourage pitstop practice.

Pariya Khandouzi, Home Leisure & Other Markets - Child & Baby products

The packaging is designed to make bath time fun and appealing for children. Featuring the brand’s playful rabbit mascot, each package tells a unique story connected to the product’s use. The boxes are designed to fit together, and a QR code plays soothing music to help calm kids during bath time, making the experience more enjoyable for both children and parents.

Auge Design, Beverages - Cocktails

The packaging captures the spirit of Italian heritage through a bold, playful concept inspired by traditional Italian bars and foosball tables. The bottles take the form of stylised foosball players, with clever design details - like the spherical cap as the head, a shaped label as the body, and a circular back label as the ball - create instant recognisability. Refined touches such as UV embossing and a die-cut crest add premium flair.

Roam, Sustainable Design Beverages

SodaTop is a sustainable, stylish hydration system that lets you carbonate your own water anytime, anywhere, cutting down on plastic waste and transportation emissions. The reusable bottle is made from recycled stainless steel, while the compact carbonator uses fully recyclable CO₂ chargers. The packaging is thoughtfully designed with modular, interlocking boxes that save space and feature locally produced sleeves that tell Roam’s story and support small businesses.

Identity Works, Food - Dairy and Soya Based products

To reclaim its iconic status, Arla simplified its packaging design, drawing on its heritage as a piece of Swedish design history. The redesign stripped back the elements, bringing the bold, iconic stripes back to the forefront. A key decision was to allow one entire side of the carton to carry only the stripes and the Arla cow logo, enhancing visual impact. This clean, strategic approach helps Arla stand out on shelves and reinforces its position as a symbol of trust.

IDEA STUDIO, Food - Gourmet Foods

Created for an artisanal anchovy pesto, the packaging celebrates craftsmanship and heritage. Emphasising tradition and local culture, the design features “Talking Machettö,” a vibrant origami element that adds playful interaction. Made from biodegradable Arena Smooth paper, the packaging balances storytelling, user engagement, and environmental responsibility in a unique, tactile experience.

Servaire & Co, Body Health & Beauty - Perfumes and Fragrances

The packaging reimagines a heritage Diptyque design with a modern, minimalist twist. The sculpted oval in the glass reveals a graphic ingredient icon, eliminating the need for labels and letting the fragrance take centre stage. A black spherical cap adds refinement, while the refillable, recyclable bottle reflects the brand’s commitment to sustainability.

NR2154, Beverages - Luxury Spirits

The packaging elevates the luxury positioning of the Hennessy range while staying true to the Masterbrand. A sculptural, fluid bottle form emerges from a gold-tinted wooden casing. Made from lightweight, durable waste wood, the design blends sustainability with refined craftsmanship - redefining what luxury packaging can be.

Yamaha Corporation, Brand Identity & Connected Packaging - Redesign for Iconic Brands

Redesigned with sustainability and emotion in mind, the packaging uses flexographic printing with water-based inks on recycled cardboard. Subtle illustrations on all sides create a sense of anticipation, hinting at the instrument inside without revealing its finish. The tactile, minimal design enhances the unboxing experience, turning a first musical encounter into a lasting, meaningful moment - all while reducing environmental impact.

Voting is open until 1 September at 23.59 BST.