“Noble design that attracts attention”
The packaging designers of PAWI Verpackungen AG won several prizes.
PAWI received the “Special Mention” award at the German Design Award for the star packaging of cigar manufacturer Davidoff Yamasá. After the Winner European Carton Excellence Award 2017 it was awarded for the second time. The German Design Award is the international premium prize of the German Design Council. Its aim is to discover, present and award unique design trends. Every year, top-class submissions from the fields of product and communication design are therefore honoured, all of which in their own way are pioneers in the international design landscape. The German Design Award is one of the most recognised design competitions worldwide.
The logo of the Yamasá brand contains a star, which had to be included in the packaging design. For this purpose, five diamond-shaped folding boxes were lined up with a plug-in connection. When these five individual packages are joined together, a star is created. The designers explain that the packaging turns the brand into an experience and the “consumer” into a “playsumer” who experiences the brand in a playful way. At the point of sale, the packaging becomes an eye-catcher, also because its shape allows it to be stacked as a pyramid, among other things. The jury’s statement on Yamasá: “How the individual packages can be arranged into a coherent star shape is fun. A great design that attracts attention and also appears noble and high-quality in its graphic design.”
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The PAWI packaging designers also won the Swiss Packaging Award 2019 in the Marketing category. The starting point was a chocolate gift that could be ordered online with a personal, individually designed greeting message. The solution was implemented in “Chocolettre”: an optically high-quality primary packaging which is also suitable for shipping and which has the option of a card that can be inserted at a later date. The focus was on the needs of the online consumer generation. A gift in combination with a personal, emotional message, which can be placed both in handwriting and digitally and can be easily ordered online.
The jury commented: “Chocolettre’s three new types of packaging fulfil the protection, transport and marketing (communication) aspects required for the postal dispatch of food. The megatrends of digitisation and individualisation were taken up to expand the business concept and implemented very solidly in the 4 Ps. Switzerland’s online market, which had previously not been served, can now be tapped, current needs such as personal greetings are not neglected and attractive gift packaging with chocolate gifts reaches new target groups”.