2021-2022包装趋势报告-25页_8mb

报告摘要

Pentawards 2021-2022 Trends Report Summary

Introduction

The 2021-2022 Pentawards Trends Report highlights the creative resilience and innovation of designers and brands during a globally challenging period. With over 2,000 entries from 5 continents, the report showcases a range of groundbreaking approaches to packaging design that reflect a shift towards sustainability, inclusivity, and emotional storytelling. The winning entries demonstrate how packaging can be more than just a container; it can be a powerful medium for communication, transformation, and cultural expression.

Core Trends

1. Surprising Takes on Traditional Packs

Stoic reimagines rubber glove packaging with bold and unexpected visuals, reflecting the product's strength.
ASKUL/LOHACO uses geometric illustrations inspired by kitchen textures and shapes for food storage bags, offering a fresh and stylized look.
Glass Canned Wines play with the surprise of discovering a product in a non-traditional container, using vibrant colors and creative formats to guide consumer understanding.

2. Colour as the Key Visual

SAGA Gin uses an iconic, extra-large yellow wax seal to create a unified and distinctive look.
United Sodas of America highlights flavor through bold, minimalist color usage.
Nice Cream and Savr utilize bright colors and reorganized product information to attract younger consumers and emphasize nutritional value.

3. Sustainability Made Obvious

OceanIQ uses 100% recycled fishnets, with a deliberately misspelled brand name and illustrations highlighting the animals they aim to protect.
Absolut Paper Bottle is made from 57% sustainably sourced wood and 43% recycled PET, promoting eco-friendly values.
Evian No Label uses 100% rPET with the logo embossed directly onto the bottle, reducing material use.
Pedon C'è di Buono uses Crush Bean Paper, made from its own production waste, which is 100% recyclable and FSC certified.

4. Highlighting Mental Health

Special One by Honest Soda uses packaging to raise awareness about mental health, featuring graphic metaphors for common personality disorders and augmented reality elements.
FRAHM Jacets uses beetles and bespoke packaging tape with an 'Open Up' message to support mental health charities.
The report emphasizes packaging as a powerful touchpoint for engaging with societal issues like mental health and inspiring change.

5. Diversity and Inclusivity

Love is Love Olive Oil celebrates diversity with playful illustrations representing all types of couples.
Wonder Women pays tribute to extraordinary women from history, including Jane Goodall and Frida Khalo.
Levain Bakery features inclusive illustrations of different ages, abilities, ethnicities, and genders in its e-commerce packaging.
Only for Your Eyes uses Braille to make packaging accessible for the visually impaired, highlighting the importance of inclusivity.

6. Protest and Propaganda

PepsiCo's Everyday Heroes campaign honors medical staff and frontline workers with commemorative can designs.
SK-II Pitera uses vintage street art and mixed media to highlight self-expression and break traditional beauty ideals.
El Corte Inglés Cleaning Gloves uses the peace hand gesture to communicate notions of security and victory.

7. Optimising Packaging for E-Commerce

Eminente Reserva by Moët Hennessy uses visually striking packaging that shines on social media and online platforms.
Fenty Skin emphasizes sustainability with refillable components and minimal secondary packaging.
The Pinter is a reusable brewing unit that allows consumers to brew beer or cider at home, with packaging designed for easy delivery and minimal environmental impact.
Wild Refill Deodorant features 100% plastic-free refills and a recyclable or compostable cartridge.

8. Packaging as a Canvas

Ballantine's X Joshua Vides uses the iconic bottle as a canvas for black and white art, highlighting the brand's heritage.
Absolut Tack collaborates with artist Astrid Sylwan to create unique, hand-painted bottles.
Vinho do Mar and Black Sea Aged Wine use underwater aging as a creative and sustainable method to 'age' the packaging itself.

9. The Rise of Wrap Around Illustration

Milgrad uses a blue cat illustration that wraps around the packaging, creating an engaging visual on the shelf.
Seven Brothers features local legends and pagan imagery on its dairy packaging.
ASKUL/LOHACO Toilet Paper uses a simple graphic that rolls from one pack to another, creating a cohesive visual experience.

10. Packaging as Transformative Storytelling

Eminente by Moët Hennessy uses packaging as a storytelling medium, emphasizing brand heritage and emotional impact.
Established and The Pinter showcase packaging that tells multiple stories, from product origin to brand values and consumer experience.

What Next

Surprising Packaging: Brands will continue to challenge traditional formats, offering new and delightful experiences.
Bold Colour Use: More brands will use color as a primary visual element to disrupt categories and enhance brand identity.
Transparent Sustainability: Sustainability messaging will become more integrated and obvious in packaging design.
Mental Health Awareness: Packaging will increasingly serve as a platform for raising awareness and supporting mental health initiatives.
Inclusive Design: Diversity and inclusion will be more deeply embedded in packaging concepts, reflecting a broader societal shift.
Political and Cultural Expression: The use of protest and propaganda themes will grow, especially in politically charged times.
E-Commerce Focus: Packaging will be optimized for online visibility, sustainability, and consumer engagement.
Artistic Expression: Packaging will become a canvas for artistic and cultural narratives, enhancing brand value.
Wrap-Around Graphics: This technique will gain more popularity, creating larger composite visuals and engaging consumers in new ways.
Transformative Storytelling: Packaging will be used more effectively to tell rich, multi-layered brand stories and connect with consumers on emotional levels.