PENTAWARDS 2024

Unboxing the winning stories behind the labels

This year, the Pentawards challenged the world to rethink what packaging can achieve, and the results did not disappoint. From designs that tell deeply personal stories to innovations that rewrite the rules of sustainability, the 2024 winners turned everyday objects into true experiences. Each creation is a reminder that great packaging doesn’t just contain goods – it sparks emotion, shapes perception and creates lasting connections. 

As a proud partner to some of these projects, Avery Dennison celebrates these fearless designers who transformed the ordinary into the unforgettable. So, without further ado, let’s look at some of this year’s winners who used our labeling materials in their packaging designs.

Combining the elegance of Swiss design with the art of culinary alchemy, Fiore: Perfume for Food earned Gold in the Professional Concepts – Food category. Created by ARD Design Agency, the collection turns food seasoning from a functional item to a sensory one. Drawing inspiration from the Swiss Alps, the minimalist packaging features geometric shapes, bold typography and embossing that engage both visual and tactile senses. Sustainability lies at the heart of this design, with refillable bottles and recyclable materials encouraging slow, mindful consumption, while the label, crafted using our Fasson® Cotton White material, adds a refined texture, emphasizing the purity of the concept. 

Beyond the label: The storytelling power of packaging design

For Backbone Branding, bringing out the flavor of a 40-year-old brandy meant creating a design that felt as timeless as the spirit itself. ONCE, Gold winner in the Beverages - Luxury spirits category, is a product grounded in history and exclusivity. Each bottle, sold via annual auction, reflects the brandy's rarity and craftsmanship. The sleek packaging incorporates our Fasson® PP50 Top Clear material for its minimalist label, which allows the product's amber hue to take center stage. The name captures its character – a spirit that exists in limited quantity and grows in value over time. Backbone's work here is as much about storytelling as it is about design, creating a collectable piece with a sense of tradition.

In Italy, Avamposto Gin by Olssøn Barbieri earned Silver in the Beverages - Spirits (clear) category. Based on the history and beauty of the Avamposto estate in Piacenza, the packaging reflects the surrounding landscapes of lavender fields and vineyards. The bottle, crafted from 100% recycled glass, features engraved details and a label made from our Fasson® Cotton Extra White paper. This tactile choice complements the design’s illustrations, which evoke a sense of place and artisanal quality. Olssøn Barbieri’s thoughtful execution ensures that the packaging mirrors the luxury and sustainability of the gin itself.

The playful charm of Sourglass by Lewis Moberly, which won Silver in the Professional Concepts – Beverages category, challenges how we think about beer. By embracing the notion of time, the bottle design encourages drinkers to savor every moment. The bespoke glass bottle inverts on an oak frame sourced from recycled casks create a centrepiece resembling an hourglass. The label, made from our Fasson® Cotton Extra White and Silver Foil Embossed FSC® materials, adds a layer of sophistication to this ritualistic experience. Together, these elements transform the simple act of pouring and drinking into something more playful, destined to live on a shelf as a piece of art long after its contents have been enjoyed.

 

 

 

Beyond the label: The storytelling power of packaging design
Beyond the label: The storytelling power of packaging design

Meanwhile, the story of Lost Barrels by Meyer-Näkel is one of resilience, earning Silver in the Beverages - Wine (dark) category. After devastating floods swept through Germany’s Ahr Valley, nine barrels of Pinot Noir were miraculously recovered. Ruska Martín’s design captures this extraordinary narrative with a label made from a material that has since been replaced with our Fasson® rPaper Black FSC® paper. The dark tones symbolize the gravity of the event, while golden accents and phosphorescent ink add layers of meaning, revealing hidden details under dark light. Each bottle is housed in wooden boxes made from the remains of the barrels, creating a collector’s piece that tells a story of hope and perseverance.

 

Beyond the label: The storytelling power of packaging design

EDIT (036), a Silver winner in the Professional Concepts – Luxury Goods category, illustrates the intersection of sustainability and personalization. Designed by Lavernia & Cienfuegos, this project  allows consumers to create their own bespoke perfume bottles, choosing from 40,580 possible combinations. An interchangeable stopper and base complement the central glass piece, all crafted with sustainable materials – including the label, which was printed on Fasson® MarbleBase, our unique material – made from calcium carbonate derived from marble mining waste (80%) and high-density polyethylene.

Classica Hacienda López de Haro by Moruba celebrates the history of Rioja wines, earning a Silver award in the Beverages - Wine Collection (mixed) category. The design combines bold typography, clean layouts and premium finishes to reflect the region’s winemaking traditions. At the same time, the label, crafted from our Fasson® Cotton White, adds a refined texture that complements the classic look of the packaging. By paying homage to Rioja’s pioneers, this design creates a sense of ageless style and authenticity that resonates with wine lovers.

Beyond the label: The storytelling power of packaging design

Next, Happycentro’s redesign of Fratelli Boschetti earned a Silver in the Brand Identity and Connected Packaging category. This Venetian food company, with a history dating back to 1891, tasked the studio with refreshing its identity while maintaining a connection to its heritage. The result is a design system that balances classic motifs with modern elements. Finely detailed illustrations – printed on a material now replaced by our Fasson® Artisan Rustique™ FSC® material – and an updated iconographic framework breathe new life into the brand, while the elegant layout highlights its authenticity.

Beyond the label: The storytelling power of packaging design

The fun and playful appeal of Roy’s Club hard seltzers by Auge claimed Silver in the Beverages - Low and non-alcoholic drinks category. Inspired by vintage Italian social clubs, the design positions each bottle as a symbolic membership card to a bygone era of class and camaraderie. Custom script typography, paired with secondary serif and sans-serif fonts, creates a dynamic interplay on the label. Each bottle features individual numbering, further emphasizing its uniqueness. The design, which was brought to life using a material now replaced by our Fasson® Artisan Extra White FSC® paper, is as much an ode to Italy’s traditions as it is a celebration of modern tastes. 

Cordusio, designed by Lettergram, earned Silver in the Beverages - Cocktails category for its striking interpretation of Milanese flair. Drawing inspiration from the historic Piazza Cordusio in Milan, the packaging features clean lines, refined typography and bold use of negative space. The label, made from our Fasson® Cotton White material, emphasizes the simplicity of the design. Lettergram’s work really captures the modernity of the iconic city, creating a design that feels timeless while appealing to today's consumers. 

And finally, developed by Designsake Studio, Gingerly earned Bronze in the Professional Concepts – Health & Beauty category with a packaging design that challenges the norm. This luxury sunscreen brand eliminates single-use plastic, opting instead for a reusable glass bottle that reflects its mission of sustainability. Inspired by the ocean, the amber gradient of the outer glass creates a visual connection to the sea, while the speckled interior pattern evokes seashells and natural textures. The label, crafted with our  Fasson® Estate Label® No. 17 Martele WS FSC® paper, mirrors the product's premium quality. Gingerly truly transforms a functional product into a statement of care for both skin and the planet.

 

 

 

 

All of these winners remind us of the extraordinary potential in every detail of packaging design. From constructing immersive narratives to championing sustainability, these projects prove that innovation and artistry go hand in hand. 

We look forward to supporting even more bold and boundary-pushing ideas in the future and can't wait to see what's in store for 2025.

 

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