Back 2020 Diamond - Best of Show: Air Company
As the Diamond – Best of Show winner of this year’s Pentawards competition, we find out more about the Air Company brand, product, and packaging, and what made it stand out for our judges.
Tell us about Air Company’s mission
The Air Company's mission is to be the most sustainable alcohol brand in the world. The result being reusable and 100% sustainable packaging for the world’s first carbon negative vodka brand.
What was the idea behind the product and packaging?
In creating Air Company, the team aimed to deliver a product that is superior in quality, design and that leaves a positive impact on the planet. The team wanted to reflect the purity of their alcohol which can be seen by their novel, yet beautiful and thoughtful bottle design.
The aim was for their packaging and design to be as forward thinking, modern and transformative as their approach to creating the brand and company.
How did you deliver this?
The company collaborated with a partner to build on this, creating a thoughtful packaging program that is 100% reusable and recyclable. Labelling was kept at a minimum to not only reflect the purity of the vodka, but to minimize the material usage.
Through every detail of design and packaging, the Air Company team continued to carry out their mission to make goods that do good and better the world we live in by redefining conscious consumption. The design reflects a modern day aesthetic unlike any other in the marketplace. Visually the team aimed for the bottle to reflect the minimal and clean inputs of their vodka - which was the guide through the entire design process and influenced the materials selected.
Air Company’s vodka is the star of the bottle - with ample space displaying the liquid as opposed to a heritage methods of placing a label towards the top of a bottle. By placing the label lower, the vodka first meets the eye.
Tell us more about its sustainable features
As repurposing is the height of sustainability, the 100% FSC certified label is adhered with a custom-made, natural, non-toxic adhesive that allows it to be easily removed so the glass bottle can be kept for other purposes, such as a bedside carafe, water bottle, flower vase or candle holder to name a few.
All printing is fully carbon offset with tree planting in South and Central America, and the label messaging actively encourages consumers to reuse the bottle and support sustainability.
Air Company’s vodka itself is the most sustainable on the planet, removing 1 pound of carbon from the atmosphere per bottle, while other vodka brands omit approx.13 pounds per bottle. This technology is bringing us closer to a better, greener, more sustainable world - without sacrificing their products quality. The company’s purpose and mission entirely centered around helping improve the world we live in while inspiring others to also innovate.
Can you give us a little more background on the Air Company brand?
Air Company is an organization that was developed to change the world, with the goal to create some of the world’s first ever carbon negative products, starting with spirits.Utilizing first-to-market technology the team is able to transform carbon dioxide into the purest, highest quality, and most sustainable alcohol on the planet, whilst improving the air we breathe.
With core inputs of only carbon dioxide, water and renewable electricity, Air Company's production method actively helps prevent climate change by removing the most abundant greenhouse gas from our planet (CO2) and turning it into ultra-high purity alcohol. The team is actively tackling the planet’s most vexing problem, turning a negative to a positive.
What did the Pentawards Jury think?
‘We talk about the future of luxury and sustainable luxury, and this is it’ – Clem Halpin, President of the Jury and former Creative Director at Bulletproof - UK
‘Air Company feels like its leading a new era of design. The packaging itself is stunning and really represents its fantastic backstory. The whole package is ground-breaking.’ – Steve Honour, Design and Visual Identity Leader, Innovation, Europe & Africa at Diageo - UK
See the video below for more thoughts from our jury and the winner's reaction .
Find out more about Air Company