After a fierce competition, the winner of the SCA Packaging Design Challenge has been announced. Karin Hartman & Per Eldénius (Sweden) were awarded with the jury’s prize for their concept BrightLight; Benjamin Gamillscheg & Hans Christian Schubell (Denmark) managed to capture the Customer Cup with BrightPack
This second edition of the Design Challenge started in 2009 and resulted in over 60 concepts from all over Europe. A first jury review took place at the start of 2010 at which 5 concepts got shortlisted. These candidates were subsequently invited to workshops at various SCA Design Centres.
“These sessions were very useful for us”, commented Bruno Ferreira and Bruno Santos (Eden Light Pack - Portugal), “we attended a workshop in Gent during which we actually reviewed our concept entirely. They challenged us on our original material choice which made us think again and improve our concept.” Estelle Rigoudy (Glenfiddich – France), who attended a workshop at our Innovation Centre adds ”I have learned so much more about different packaging materials and certainly increased my insights on the supply chain complexity.”
“We were lucky that SCA allowed us to attend a workshop in France. Sessions like this make you realise that there is a big difference between the English you learn at school and the one you need to actually present and convince a jury. We were nervous but now we are very proud that we did it. What an experience! added Valentine Olivier and Camille Schmitt (Biscuit Box - France) satisfied.
“It is a coincidence,” continues Wim Wouters European Design Director, “that both of the winning concepts are light bulb packages. Our brief was rather open; we challenged students to come up with a fat free, slick, lean packaging concept for any product sold in store. The fact that there were many more concepts for this type of product must be a clear sign for the light bulb industry that there is room for improvement.”
Bright Light, winner of the jury prize, was awarded for its ingenious simplicity. The concept addressed many of the existing challenges. The pack is appealing, optimises material usage, proposes a well thought secondary and pallet pack and allows customers to see and test the product they are buying. “They took the time to research their case and look at it from different perspectives”, commented jury member Sonia Raja (Head of Purchasing at Tesco), “this clearly pays off.”
Details on the shortlisted concepts can be found on www.scapackaging.com/design-challenge
SCA’s next Design Challenge will be launched in September 2011.