Media Requirements

Who Should Enter
Packaging that demonstrates exceptional design, functionality, and brand expression in a retail or consumer context.

This is NOT for:
Concept-only packaging without real-world application or distribution.

About the Award

This award recognises excellence in packaging design that combines creativity, functionality, and strategic intent to enhance brand presence and influence purchase decisions. It celebrates packaging as a critical brand touchpoint—delivering strong shelf impact, clear communication, and meaningful customer experiences.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and persuasiveness of the submission. Judges will assess how effectively the design solution and its impact are articulated.

2. Strategy
Demonstrates a clear understanding of the brand, category, and consumer context. Includes how the packaging addresses specific challenges or opportunities and aligns with brand positioning and commercial objectives.

3. Innovation
Shows evidence of innovation in materials, structure, format, or sustainability. Includes new approaches that enhance functionality, differentiation, or environmental responsibility.

4. Creativity (Design & Communication)
Demonstrates excellence in visual design and craft. Includes typography, colour, form, and overall execution, as well as how effectively the packaging communicates the brand and product.

5. Experience
Illustrates how the packaging performs in real-world use. Includes usability, clarity, durability, and the overall consumer experience from shelf to usage.

6. Leadership
Demonstrates leadership in design thinking and execution. Includes collaboration across design, production, and business teams, and the ability to set new standards within the category.

7. Impact & Results
Provides clear, measurable evidence of success. This may include shelf standout, sales uplift, customer preference, sustainability outcomes, or market performance.