Barilla Packaging Experience Award, recently organised by the famouse italian company Barilla inviting designers and creative talents of any nationality to design new packaging experience solutions dedicated to their Pesto sauce for the US market.
Barilla is looking for innovative packaging experiences and packaging solutions dedicated to its Pesto products, with the aim of becoming category leader in the US market.
This project is focused on the US market, where customers are getting to know the “Pesto” sauce more than ever (with a growing trend for the market) and already use it to deliver a burst of flavour and fresh twist to a range of dishes, including pizza, sandwiches, fish, chicken, vegetables, pasta and a variety of other recipes. Many Pesto brands are already present in the US market, but Barilla aims at becoming category leader leveraging on its high-quality Pesto products, made of 100% Italian basil and cheeses.
You are invited to adopt a consumer-centric approach, thinking and designing two solutions:
- Packaging solution A: You are invited to design innovative packaging experiences, based on the current packaging range. No changes to the current packaging (jar, lid, label) are allowed.
You can imagine, for example, new uses of the jar at the end of its life cycle in view of environmental sustainability (upcycling), how digitalisation can be leveraged to enhance the role of the packaging bringing it to a different level of experience or ways to engage consumers and communities through common activities/initiatives that might exploit the use of Barilla packaging aiming to educate/experience around the product “Barilla Pesto” in the US market.
This solution can also consider the interaction of the Pesto packaging with other Barilla products/packaging to develop memorable consumer experiences in various occasions.
- Packaging solution B: design innovative packaging solutions with a more long term perspective, suggesting a fully new structural Pesto packaging solution, that can become an iconic packaging for the brand.
➜ Degree of Innovation 5/5
➜ Project presentation 5/5
➜ Brand compliance 4/5
➜ Functionality/usability 4/5
➜ Technical feasibility 3/5
Winner will be announced approximately before the end of May 2021.
No Entry Fee!There is no entry fee to participate!
Who can participate? ⇣
Participation is open to designers and creative talents of any nationality aged 18 years or older.
The winner will recive €4000
For the duration of the option right, the Sponsor offers an extra chance to all participants setting a fee of Euro 2,500 for the purchase of the license for the economical exploitation of the projects not-acknowledged as the winning proposals.
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