Starpack accentuates the positive

This year's Starpack Awards, organised by IOP: The Packaging Society, saw innovation by the bucketload, with the marriage of materials, sustainability, design and marketing performance, all of which proved to be areas of particular merit.

Not only did entrants address all these issues by thinking outside the box, but they did so in increasing numbers, with entries rising to 321, amounting to an increased of 24 on the previous year. The judges were so impressed with the threefold increase in entries to the Environment category that they decided to create two awards, together with introducing a special award for some real lateral thinking that addresses recycling in the home.

Head Judge Steve Kelsey, Strategic Innovation Director, PI3 Design, commented: "The great response to the environmental category and increasing innovation we are seeing in bringing sustainable issues into the heart of most packaging solutions reflects positively on the packaging supply chain."

At a star-studded awards ceremony, gala dinner and cabaret held on 22 May at the Café Royal, in London's West End, comedian Frankie Boyle presented 15 gold awards, three special awards and four awards for individual performance. There were also 21 silver awards, 31 bronze and three commended.

Sea-change afoot

This year's awards programme also represented a sea-change in emphasis, moving away from reliance on material sectors to a more inclusive approach, with a series of awards under the headline of Design & Marketing Performance. The purpose of this was to create a more open approach to the categories, being based on market-led demands and consequently making them more relevant to that which is offered by the industry. This has proved to be effective, yet without having a detrimental effect on any material, with all being well-represented across the categories.

Kelsey commented: "We live in exciting, vibrant times and it was great to see that packaging suppliers and designers are ready to step up to the mark for judging against their peers. It was also heartening to see how much work is being done in conjunction with brand-owners and retailers."

He added: "Hopefully the winners will supply enough proof, even to the most cynical of detractors for packaging, that retailers, brand-owners, designers, environmental organisations and, most importantly, the consumer, can and do work together. They are creating solutions that work on all levels, whether in the realms of sustainability, consumer convenience, branding or product safety."

Gold Awards

Marketing and Design Performance

Treble success for Crown Food Europe

Heading the list of winners is Crown Food Europe, which walked away with the Gold Star for Consumer Products and received Gold in the Technical Development category (sponsored by the PPMA Show). It also received a Special Award for Consumer Convenience for its Easylift Easy-open ends, used by Nestlé Purina Petcare Europe.

The growing elderly population and physically impaired will benefit from the Easylift concept, ending the use of unsuitable 'tools' by this section of society to open canned food products. The engineering development effort undertaken to produce the closure greatly impressed the judges. Steve Kelsey commented: "For great functionality and technical innovation, Easylift deserved both a special award and Gold Star in the Consumer Products category."

Representing a step-change in openability, Easylift provides significantly increased space for fingers underneath the ring of easy-open ends, whilst retaining the opening performance of Crown's flagship Eole technology. Nestlé Purina Petcare Europe is currently using the new 73mm ends on its 400g cans of cat and dog food in The Netherlands, but new markets should soon open up for this consumer-friendly development.

Easylift easy-open ends are compatible with existing can line equipment. Only one-off adjustments to packaging lines are required, enabling brand-owners to incorporate the innovative ends without production downtime.

Best Food Design

All that glisters is gold

Crown Speciality Packaging took Gold with its Bolling Coffee Fortnum & Mason package, which combines quality presentation with good functionality. This airtight resealable gift pack for Bolling Coffee incorporates an easy-action opening and reclosing lid. The complementary finishes impressed the judges, who were unanimous in awarding a Gold Star.

The packaging utilises hermetically-sealed technology to ensure that the coffee remains fresh following opening. The side-welded steel can features a ring-pull and seamed end, together with a gasket in the lid and a metal clasp for resealing.

Best Brand Design

Finished to perfection

Sponsored by Emballage and supported by British Brands Group, the Nude Skincare range was another double-winner, with Mailway Packaging Solutions and Quadpack each taking Gold in the Best Brand Design and Best Cosmetics & Toiletries Design categories.

Nude Skincare, a range of natural face and body products, uses PLA sleeves made from biodegradable starch applied by Mailway Packaging Solutions. These are believed to be the first sleeves of this type to be used as primary decoration in the UK. The shrinking of the sleeves on the containers was challenging, as the material is difficult to handle. Mailway had to work extremely hard to achieve the visual standard specified by Nude. The sleeves are hand-applied and shrunk by steam, using carefully-controlled temperature and pressure settings.

The blowmoulded bottles, injection-moulded jars and tubes come from Quadpack, who worked closely with the Pearlfisher design house to produce the packs. Most of the pack types are PP-based, incorporating 40 per cent post-industrial recycled plastic, where possible. The seven packs in the range comprise bespoke bottles and closures (30 and 200ml), personalised jars (10, 75 and 200ml) and sophisticated customised airless packs (15 and 40ml) for sensitive formulae.

To promote the new line of products, Quadpack developed two sizes of mini-elliptical PE tubes with 1.5 and 3ml capacities. The judges stated that the range is "an excellent example of branded packaging design; significant effort has been put in to deliver a unique look and feel, including materials development and finishes."

Best Household Design

Premium products get star treatment

FLB (Packaging & Design) walked away with Gold for its Kenwood Kmix open top carton. The judges commented that: "The range of packs from FLB for Kenwood demonstrates just how engaging packaging design can be in delivering premium positioning."

The carton design was effectively formulated and the contemporary design delivers excellent on-shelf impact. The Judges noted the clever 'V' opening on the carton top, together with excellent print and finish quality. The packaging reflects the Kmix inspirational iconic design, whilst understanding Kenwood's more traditional brand heritage and key philosophies of quality, reliability and innovation. Following opening of the carton, the consumer is met by a welcome message on the lid interior and a clear view of the product. The introduction of the pack resulted in a 20 per cent growth in market share.

Best Luxury Product

Value Up - Cost Out

Webb Scarlett deVlam took gold with its designs for the Dunhill Signed Range from British American Tobacco. The judges explained that: "The Signed range exemplifies all the attributes of luxury packaging design. A strong design vision, building on brand heritage, was combined with excellent attention to detail across all the components in this complex range of packs."

The range comprises sliding cardboard cartons, metal tubes, wooden boxes and highly lacquered gift boxes across six cigar sizes. The materials were selected to reflect the brand character and to enhance premium positioning. The packaging addresses three key occasions - out of home, personal enjoyment and luxury gifting. New cartons and sliding boxes have been designed for specific applications within the range, whilst simultaneously significantly reducing costs. The strategy seems to have worked, with sales increasing by more than 600 per cent since the launch.

Technical Innovation Awards

Environment (sponsored by WRAP)

The environment category was swamped with entries, showing real innovation across numerous markets. In order to honour this wide range of solutions, the judges created two award categories: Packaging Optimisation and New Developments.

Mark Barthel, Special Adviser to the Waste and Resources Action Programme (WRAP), stated that he was delighted with the number and quality of entries to this year's Environment Awards. He commented that: "This shows that the importance of environmental performance and sustainable packaging is now widely recognised by the packaging industry. It is now squarely on the boardroom agenda of major brands and retailers. We look forward to seeing more initiatives in this area that will fulfil consumers' expectations for optimised packaging."

Environment - Pack Optimisation

Brands light the way

Ardagh Glass and Coca-Cola Enterprises collaborated to win Gold for the Ultra-Lightweight Coca-Cola bottle that, said the judges, sets a new standard for mass reduction. They explained: "This was delivered without compromising the iconic shape of the Contour bottle. Thus demonstrates that mass reduction is applicable to any high-volume brand, whilst also contributing to building brand values."

The Ultra Lightweight Coca-Cola Contour glass bottle reduces the weight of the 330ml bottle by 20 per cent from 263g to 210g without compromising its strength. This results in estimated savings of over 3500 tonnes of raw material and 2200 tonnes of CO2 per annum, equating to the annual CO2 emissions of 365 UK homes.

In order to maintain its trademark proportions, the bottle is 0.1mm wider and 13mm shorter than the original. The judges recognised the substantial technical challenges that had to be overcome in delivering savings at such high volumes. Ultra technology uses a set of principles that can be applied to all glass designs; all new glass bottles for carbonated soft drinks produced by Coca-Cola Enterprises will apply the Ultra technology.

Environment - New Developments

Generating lateral thinking

B&Q took two Golds with its B&Q Worktop Carrierpac, not only walking away with the Environment - New Developments Gold, but winning Gold in the Transit Business to Consumer category, sponsored by Alcan Packaging. Described by the judges as an "excellent example of lateral thinking", the concept offers significant reductions in the use of valuable resources.

The B & Q Carrierpac is a returnable, reusable system for kitchen worktops. Recent trials have proven this to be successfully reused for up to 18 trips. Trials involved the use of 500 Carrierpacs, being uniquely numbered to facilitate careful monitoring. The Carrierpac is manufactured from plastic materials supplied by Storsack Dorton and Kaysersberg Plastics. The packs are manufactured from Kayserberg's black Correx sheets, made from totally reprocessed PP. Storsack supplies the woven PP 'outers' and assembles the two-piece Carrierpac for delivery to B&Q. The pack is fully recyclable at the end of its life. Its robustness was tested during a trial that involved two logistics contractors (TNT and Christian Salvesen).

The judges considered the B&Q Worktop Carrierpac to be an excellent example of a pack that enhances product protection, improves ease of handling, and provides a substantial reduction in packaging wastage. If adopted by B&Q for all kitchen worktops, Carrierpacs could reduce packaging by 100 tonnes per annum. If assimilated by all kitchen manufacturers and retailers, there would be an annual reduction in packaging of 5000 tonnes.

Component Development

Ergonomics feed innovation

The Tommee Tippee - Closer to Nature range of Baby & Child packs for Mayborn sealed the Gold Star for Webb Scarlett deVlam. Driven by ergonomic requirements, the judges said that this well-designed set of components provides functionality, ergonomics and aesthetics in equal measure.

The teat component alone incorporates several innovations designed to meet performance needs and optimise materials use. The bottle design is driven by ergonomics, satisfying the requirements of both the mother and child in terms of grip comfort and functionality.

Developed in collaboration with mothers, health professionals and through field trials, the patented flex and stretch teat simulates the mother's breast, giving the baby a greater sense of comfort and well-being. The specially-developed silicone teat provides a softer, more flexible sensation that is kinder for the baby's oral development. The wide-necked plastic bottle is easily cleaned and assembled, using durable materials that withstand repeated sterilisation. The range also won a Bronze for Best Brand Design - sponsored by Emballage.

The upside of down

Another Gold in this category went to Promens Packaging for Unilever HPC's Upside-down Deodorant Roll-on Dispenser. The development required significant technical expertise, ensuring that leakage was prevented, yet providing consistent product dosage.

The design ensures that the product is in constant contact with the ball applicator when the container is inverted. This significantly enhances the pack's functionality, giving consumers an easily-used pack that delivers up to the last drop of product. A one-way valve both prevents leakage and provides a consistent product dosage to the ball applicator.

As the lead supplier for the project, Promens was responsible for ensuring that the combined components satisfied the customer's requirements. This necessitated both technical excellence and strong project management, meeting the demanding specification and deadlines for the worldwide launch of the Unilever pack. The Upside-down Roll-on also took a Silver Star - Consumer Products.

Transit - Business to Business (sponsored by DHL Exel Supply Chain)

Maximum protection - minimal materials

An Office Depot Campaign Pack produced by DS Smith Corrugated for Office Depot UK & Lloyds TSB Group took the Gold Star. This standard-sized reusable pack protects advertising and campaign materials. The excellent board utilisation minimises waste, with one pack replacing the eight packs used hitherto. The use of outer graphics for customer branding and carriage legends, albeit minimal, imparts a quality feel. Pack access has also been factored into the design.

The pack comprises a large format single-wall die-cut hand-erected blank that, when erected, forms a loading tray to receive the product. Leaflets and the more dense counter media material are placed within a simple creased corrugated wrap using totally recycled material. This is then upturned and placed centrally within the pack, being locked into position using the integral locating slots situated on the end-walls of the outer pack.

This section acts as a brace for the total pack during transit; two identical creased 'U' fitments are placed either side to locate the central spine fitment across the width of the pack, thereby creating voids at each end. The void areas are designed to take the banners and A1 posters. These are gently folded over the central fitment so they are located within the remaining void areas of the pack without creasing.

Following this, the lid section is folded into position, with the creased central sections at each end folded to locate and support the central spine fitment. A separate plastic carry handle is hand-located in the 'eye' holes and the earflaps are friction-fitted in the fold-over end-walls for closing. The outer pack is manufactured from 70 per cent recycled material, whilst the three fitments are manufactured from totally recycled material.

Transit - Business to Consumer (sponsored by Alcan Packaging)

Engineered with value

The Bottle Suspension Pack from Rosewood Packaging, used by Murray McDavid, took a Gold Star for its clever use of two 'Z'-folded B-Fluted corrugated board inserts. These provide lateral shock absorbance and product support. The judges commented that: "This value-engineered competent pack survived many drop tests, ensuring that the product was not compromised."

This totally recyclable bespoke pack for direct mail to consumers was designed to suspend either an unwrapped bottle or a bottle within a promotional tin, located inside a die-cut outer carton. The design replaces a pack that used pre-moulded polystyrene fitments. The flat pack components facilitate excellent board utilisation, minimising both waste and space requirements.

The concept combines the natural, cushioning properties of single wall, brown test B-Fluted corrugated board with a simple, yet effective, design concept. Two corrugated fitments are die-cut, with the edges being scored to produce 'teeth'. The fitments are then creased to create concertinas.

The bottle or circular presentation tin is inserted within the circular spaces and the product is placed inside the outer carton. The two fitments spring outward and elongate, reaching the edges of the carton. The circles become ovals that grip and lock the product into a static position. The pack collapses flat after use and is totally recyclable. The outer carton and fitments are delivered flat, but are quick to assemble, fill and seal.

The B&Q Worktop Carrierpac also took Gold in this category.

Retail-Ready and Display & Collation

Fruity offering at the ready

A Retail-Ready Pack with a very effective self-vending facility for Tetley Fruit Teas from Easypack/POP Display Group walked away with the Gold Star. This easy- erect display carton, featuring a gravity-fed dispenser for eight round tubs of tea bags, gives highly visible branding and uninterrupted product access. The carton has an integral ramp at the top, enabling the product to be rolled backwards to facilitate ease of filling. The inner corrugated fitting divides the two columns of four tubs to stop them nesting. This also creates the slanted platform to roll the product forward at point of sale. The outer pack is made from cartonboard and the internal corrugated fittings are plain White/Test 'E' Flute, thereby providing the required strength.

The fitting also imparts stackable strength to the unit, when palletised, thereby negating the requirement for an additional outer carton. The clearly printed instructions and effective perforation make it easy to remove the front panel for shelf display. The striking high-quality lithographically printed graphics impart shelf-impact to the pack.

Special Awards

Best Packaging Designer/Design House of the Year

Luxury, convenience and beauty

Webb Scarlett deVlam was the runaway winner, with a series of outstanding examples epitomising the very best in packaging design, leaving the judges with a 'no-brainer' when it came to awarding the Best Design House of the Year.

The design house provided shining examples of the very best in packaging design, winning four Starpack Awards for various manufacturing disciplines and markets. The design house combined successful brand identity and product development with excellent structural packaging design, thereby producing a successful mix of packs that impart consumer impact and convenience.

Its winning designs comprised the product-led and technically-exacting Tommee Tippee Mother and Baby 'Closer to Nature' feeding bottle design with its patented flex and stretch teat; the beautiful Art Deco-styled lightweight glass bottle for Plymouth 'Navy Strength' Gin, featuring prestigious foil-blocked labels; to the sheer luxurious feel of the Dunhill Signed Range of premium products, building on the brand's heritage to create a complex pack range that exhibits excellent attention to detail across all component parts.

Webb Scarlett deVlam won:

• Gold: Component Development and Bronze Star - Best Brand Design for its technically innovative Tommee Tippee - 'Closer to Nature' range of products for Mother and Baby
• Gold: Best Luxury Product - for its stand-out Dunhill Signed Range
• Bronze: Best Drinks Design - for its contemporary design of the Plymouth Navy Strength Gin bottle.

Special Award - Consumer Convenience

Step change in openability

The winner of this award was Crown Food Europe for its Easylift concept. Steve Kelsey commented: "For great functionality and technical innovation, Easylift deserved both a special award and Gold Star in the Consumer Products and Technical Development categories."

Everyone knows that grip deteriorates with age, and a quarter of people have a disability or close friend or relative who is disabled. Opening products can be a challenge, and for these and all consumers, Crown Food Europe's technically innovative Easylift can end provides a step-change in openability. In a world where half of all Europe's adults will be aged over 50 years by 2020 and spending power of the over 55s is £13.7bn/year, Crown Food Europe has grasped the technical mettle to produce an innovative easy-open can-end. This will spur others to compete in this lucrative market.

The development gives a generous gap between the can lid and ring, permitting easier product access, whilst the more physically impaired consumer can use special 'hook' tools more efficiently and easily.

Crown Food Europe's Easylift won: Gold Star - Technical Development; and Gold Star - Consumer Products

Special Award - Environment

From little acorns...

The winner of this award was SCA Packaging South for its Home Recycling Unit, developed for Acorn. The judges stated that: "The fun and funky Home Recycling Unit proves that recycling in the home doesn't have to be a cross between the local waste tip and The Good Life."

The unit is designed to fit into a modular kitchen and encourage the whole family to take up recycling. It is manufactured from 80 per cent B-flute recovered fibres, with the remainder coming from Forest Stewardship Council (FSC) managed forests. This simply erected unit provides space to safely segregate glass, plastics, cans and paper for recycling. The finished unit is sold through retail outlets and through the Acorn website as a flat-pack. It carries simple line diagrams, indicating how to assemble the unit, being supplied with bag inserts that lock on the four integral containers. The wipe-clean unit holds 71 litres of recycled materials with a paper 'drawer' at the bottom that stabilises the unit by lowering the centre of gravity.

Additional holes have been incorporated in the sides of the unit to take ink cartridges and batteries. These can be accessed through the paper drawer and released by withdrawing a flap.

Not everyone's a winner

Despite the many great entries to Starpack 2008, some packs did not come up to scratch, with the judges feeling unable to award Gold Stars for Best Drinks Design, Best Pharmaceutical and Healthcare Design.

Gold is an absolute standard, and unfortunately the winning entries fell just short of achieving this goal in these two categories. Nonetheless, there was much to applaud, including bold contemporary design, an excellent use of material combinations and unique shapes. The judges exclaimed that it was "A shame the packs didn't go that extra mile!"

Judges

CONSUMER PANEL: Head of Judges - Steve Kelsey, Strategic Innovations Director, PI3 Design; Roy Dixon, Consultant, RDA Consultants, formerly of Marks & Spencer; Lina Mistry, Area Manager Buying and Packaging, Samworth Bros (Suppliers of meal solutions to all the major multiple retailers); Clare Bates, Packaging Manager, Wm Morrison Supermarkets; Tony Woods, former Director, MPMA; Ed Mitchell, Technical Design Manager, Design Bridge. Specialist judge - Cosmetics & Toiletries Patrick Poitevin, Consultant, Estée Lauder, Clinique, Aramis and many others. Specialist judge - Environment category: Wayne Cartwright, Senior Packaging Development and Innovation Manager, Coors Brewers.

TRANSIT/RETAIL-READY PACKAGING PANEL: Ray Pipe, Chair of Transit Panel, Principal Engineer, Royal Mail; Phil Garvey, Consultant, formerly with Perseco, Nestlé, Dalgety, Mayr-Melnhof and Cow & Gate/Nutricia; Charles Curtis, Consultant, until recently Head of Packaging Development, Thornton's.

Starpack 2008 Sponsors

Lead Sponsor Packaging Industry Awards: WRAP (Waste & Resources Action Programme) - also sponsoring the two Environment Awards. Starpack Awards Gold Sponsor: Alcan Packaging and sponsor - Transit Packaging: Business to Consumer; Silver Sponsor: DHL Excel Supply Chain and sponsor - Transit Packaging: Business to Business; PPMA Show 2008 and sponsor - Technical Development; Emballage and sponsor - Best Brand Design; Supporters: British Brands Group, MPMA, Packaging Professional.

The Starpack Industry Awards are run in association with Packaging Today.

Please note that many product names are trade marks or registered trade marks and should be treated as such.

The Bolling Coffee Fortnum & Mason airtight resealable gift pack All that glisters is gold Packaging for the Nude Skincare range took Gold in the Best Brand Design and Best Cosmetics & Toiletries Design categories Finished to perfection Cartons for the Kenwood Kmix range deliver excellent shelf impact Premium products get star treatment The luxurious design for the Dunhill Signed Range reflects the brand Value Up - Cost Out The Ultra-Lightweight Coca-Cola bottle retains the iconic shape, yet reduces weight by 20 per cent Brands light the way The B&Q Carrierpac is a returnable, reusable system for transporting kitchen worktops Generating lateral thinking Grip and functionality feature heavily in the design for the Tommee Tippee - Closer to Nature range Ergonomics feed innovation Grip and functionality feature heavily in the design for the Tommee Tippee - Closer to Nature range The upside of down One Office Depot UK Pack for Lloyds TSB replaces eight packs Maximum protection - minimal materials The clever Bottle Suspension Pack for Murray McDavid provides lateral shock absorbance and product support Engineered with value This Retail-Ready Pack for Tetley Fruit Teas features an effective self-vending facility Fruity offering at the ready These diverse packs from Webb Scarlett deVlam epitomise the best in packaging design Luxury, convenience and beauty The effective Home Recycling Unit, developed for Acorn From little acorns... The Easylift concept is an innovative, easily opened can end Step change in openability Head judge Steve Kelsey evaluates another pack Finding the golden nuggets in the packaging world