A colourful, triangular, ‘slice of summer’ range of Kleenex tissues was presented the ‘best in show’ Diamond Pentaward 2009 by an international jury at a ceremony in Brussels last month.
Packaging for an everyday product scored above even a bottle for an limited edition Martell cognac selling for €3,000 that won Platinum in the Luxury category - evidence that the greatest creative ideas can also be the simplest, said the jury.
The panel verdict was that Kimberley-Clark, USA, with its "superb" illustrations of summer fruits for Kleenex had "broken the code to offer a fresh combination of structure and graphics in perfect harmony".
Jury member Lars Wallentin, former packaging designer at Nestlé, added: "A professional designer appreciates something that is attractive, surprising, new, simple and devoid of useless information." Speaking as a consumer, "I would like to have these Kleenex boxes on my desk, in the kitchen, or in my car," he said.
The Beverages Platinum Pentaward went to a series of Coca-Cola special summer 2009 tins designed by Anglo-American agency Turner Duckworth, of London and San Francisco.
‘Radical’ and tasteful designs of elegant females for Petrocoll cement bags won a Platinum in Other Markets for Mouse Graphics, of Athens, Greece.
