The Packaging Design Challenge 2005 has been won by an exciting young fashion designer Karina Mosegard Jensen from Denmark. The winning entry is a package constructed from CKB, which is part of the Stora Enso Consumer Boards range of Beverage & Multipack packaging boards.
As a result of the competition, beverage-bottle packaging has been a hot design topic in the Scandinavian countries during the past year. All the more so because the entrants are from the world of fashion, rather than traditional packaging design.
Inspiration from the world of fashion
Pack this Rosé wine bottle! That was the seemingly straightforward but in reality highly challenging task for the competition entrants. The anonymous 325mm high and 85 mm diameter bottle had to be packaged in a way that creatively harmonized and emphasized the individual message of the product and its origins, while also reflecting the design ability of the entrant. And instead of traditional packaging designers, competition organizer Designstudio Värmland invited several leading Scandinavian fashion designers to submit entries to the "Packaging Design Challenge 2005" competition. The competition is supported and initiated by Stora Enso InnoCentre.
In the final phase of the competition, five design teams were short-listed and on December 8, 2004, Margareta van den Bosch, design manager of Hennes & Mauritz awarded the first prize to Karina Mosegard Jensen for her work. The original idea of inviting fashion designers, rather than traditional packaging designers, proved the right decision and some truly exciting contemporary designs were submitted as entries. Moreover, some of the pack models and constructions can be easily adapted to pack established, branded beverages.
"We are delighted to have made a contribution to the development of beverage packaging design in Scandinavia. It is important to show how fiber-based packaging can play a major role in beverage branding and support the entire value process," explains Per Fjellström, Business Coordinator for Stora Enso beverage packaging boards. "This initiative from Stora Enso InnoCentre provides an insight into how top fashion designers view the potential in beverage packaging design and it has also contributed concrete models and designs showing how packaging can be differentiated in the marketplace. Packaging industry has been accused to be too traditional, maybe this type of projects can change that view," concludes Fjellström.
Full range of beverage packaging boards
The winning entry from Mosegard Jensen is made from CKB, a product in the Stora Enso Consumer Boards range of beverage and multipack packaging boards. The Stora Enso selection of beverage and multipack boards makes it possible to optimize the choice of material for individual applications. Typical product groups for single-pack cartons are whisky and cognac brands, spirits, liqueurs, wines and champagnes. In individual applications, elaborate graphics and finishing treatments often play a major role.
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For more information:
Per Fjellström
Stora Enso Consumer Boards
Skoghall Mill
Box 501
S-663 29 Skoghall
Sweden
Tel +46 54 514 090
Fax +46 54 514 392
Lars Sandberg
Stora Enso Consumer Boards
InnoCentre Karlstad
Box 9090
S-650 09 Karlstad
Sweden
Tel +46 54 775 32 57
Fax +46 54 775 33 40
Katarina Wetter
Designstudio Värmland
Universitetsgatan 2
656 37 Karlstad
656 37 Karlstad
Sweden
Tel +46 54 700 22 35