The competition organized by the university for its Graphic Design and Illustration courses is designed to challenge students by testing their skills against a real-world brief. This year’s theme focused on creating luxury packaging for the cosmetics sector, utilizing materials from Antalis’ extensive paper and paperboard ranges. The initiative aimed to push students to think creatively and practically, balancing aesthetic appeal with ethical and environmental considerations.
The Brief
The project, titled Smart Luxury Packaging – Cosmetics, tasked students with assuming the role of Creative Lead at a fictional high-end UK cosmetics start-up. This company was driven by a strong commitment to ethics and sustainability, reflecting the growing consumer demand for environmentally responsible products. The primary objective was to design packaging that would ‘surprise and delight’ customers, whether they were shopping in-store or online. The brief emphasized innovation, brand strength, and commercial viability, challenging students to create packaging that was not only visually striking but also aligned with the company’s values.
Judging Criteria and Panel
Entries were evaluated by a panel of six industry professionals, each bringing a wealth of expertise to the table:
- Veronica Heaven – Managing Director of The Heaven Company and founder of Brief Cases.
- Tan Mahal – Founder of Intandem Creative.
- Lyndsey King – Production Manager at Windles Group.
- Steve Chappell – Graphical Board Development Manager at Antalis.
The judges assessed the submissions based on several critical criteria:
- Packaging Design: The creativity, functionality, and aesthetic appeal of the packaging.
- Recognising Opportunity: How well the design addressed the needs of the cosmetics sector and aligned with ethical and environmental values.
- Impact: The ability of the packaging to captivate and engage customers.
- Commercial Viability: The practicality of the design for mass production and market success.
- Brand Strength: How effectively the packaging communicated the brand’s identity and values.
- Presentation: The clarity and professionalism of the project’s presentation.
Awards and Recognition
Following the judging process, the top entries were awarded gold, silver, and bronze honors, with three additional projects receiving highly commended status. These awards recognized the students’ ability to meet the brief’s demanding requirements while showcasing their creativity and technical skills. The competition not only provided a platform for students to demonstrate their talent but also offered valuable exposure to industry standards and expectations.
Key Takeaways
This competition highlights the importance of integrating creativity with practical considerations in design. By focusing on luxury packaging for the cosmetics sector, students were challenged to think beyond aesthetics and consider the environmental impact, brand identity, and consumer experience. The involvement of industry professionals in the judging process further bridged the gap between academic learning and real-world application, preparing students for future careers in graphic design and illustration.
The use of Antalis’ paper and paperboard materials also underscored the role of sustainable practices in modern design, encouraging students to explore eco-friendly solutions without compromising on quality or luxury. This aligns with broader industry trends, where consumers increasingly prioritize brands that demonstrate a commitment to sustainability.
In summary, the Smart Luxury Packaging – Cosmetics competition served as an excellent opportunity for students to apply their skills to a challenging and relevant brief. It fostered innovation, professional development, and a deeper understanding of the intersection between design, ethics, and commerce. The recognition of outstanding projects by industry leaders further validated the students’ efforts and provided inspiration for future endeavors in the field.
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