Shaping the future of packaging with PIDA 2021

Ran by world-leading sustainable packaging provider, BillerudKorsnäs, PIDA brings together industry experts, leading design universities and more than 200 students from France, Germany, UK, USA and Sweden. The prestigious annual competition helps to shape the future and provides inspiration and fresh impulses to the world of packaging design.

Our Creative Director, John Taylor, was part of the USA & UK judging team, reviewing entries based on a brief to create a concept that challenges convention by awakening the senses. Projects were assessed on their sustainability and functionality, as well as their level of uniqueness and ability to stand out.

Marketing Manager Cartonboard at BillerudKorsnäs, Anders Gathu, said: “Packaging that speaks to our senses is a fast-developing trend. It’s a frequently seen phenomenon in social media, where unboxing videos see consumers unpack a new purchase while smelling, touching, rustling, and studying every little graphical detail.

“In the future, we can expect concepts with sound effects, visual illusions and augmented reality. In an increasingly digital world, the packaging needs to stand out and speak to all the senses.”

Aimed at a target audience of modern, urban consumers with high expectations, contestants focussed on market segments including cosmetics and beauty care, luxury drinks, premium food and confectionery. Each entry included a short film covering the experience of the concept and packing, physical mocks-ups and a one pager outlining the structural design.

Our Creative Director, John, said: “Being involved with PIDA 2021 has been a unique and refreshing experience.

"As a Creative Director, it’s allowed me to witness exciting new ideas first hand from across the globe.

"Ideas that are capable of shaping and shifting the industry as it battles with a diverse range of challenges including a global pandemic, sustainability and the dominance of immersive digital advertising.

“Equally, from an agency perspective, it’s allowed us to connect with the next wave of creative talent, while also putting us alongside fellow creative agencies and design-conscious organisations.”

Now in its 16th year, PIDA is part of many students’ academic programmes, and an award in any category is a weighty achievement to add to their respective portfolios. The assignment also gives students an opportunity to work with cartonboard; a material that for many will play a significant part in their professional lives. It’s a material they will have to know inside-out, being aware of its possibilities as well as its limitations.

Brand Owner Management Director at BillerudKorsnäs, Gareth Fisher, said:

“Engaging with agency experts and industry leaders such as John and Better is a vital part of PIDA and its process.

"Students benefit immeasurably from showcasing their projects and having them assessed by an experienced and knowledgeable panel, who can provide an inside voice from within the sector.

“At the same time, it also allows brands to be exposed to the latest ideas and thinking from the next generation of designers. It’s all part of a cycle that keeps the industry fresh and forward thinking while forging bonds between students and sector.”

While the usual Grand Finale takes place at Luxe Pack in Monaco — the world’s leading trade show for creative luxury packaging — this year the event has understandably moved online. However, the move has provided the opportunity to evolve the awards into a modern, digital event, while also expanding to include design schools in the USA.

With sustainability and challenges to convention set to be on the agenda for years to come, PIDA is helping to add new dimensions and drive the development of packaging design. And while it’s also keeping the sector in line with trends and the digital world, it’s crucially equipping young designers with the ideas, tools and feedback they need for the future. We’re super proud to be a part of that.

You can find out more about PIDA and view this year’s entries on their website and Facebook page.