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Brief 2021: Awaken the Senses

BillerudKorsnäs – the company behind PIDA (the Packaging Impact Design Award) – is guided by a bold vision statement: We challenge conventional packaging for a sustainable future. In the assignment for PIDA 2021, we invite the contestants to share this mindset and add new dimensions to a packaging concept. The task is to create a packaging concept that challenges the conventional by awaking the senses.



Download the entire 2021 brief. It includes the complete set of rules, the jury’s assessment criteria, detailed instructions and names of people to contact if you have any questions.


What makes a package unique and memorable? Is it the touch, the visual impression, the sound, the scent? Or all of the above? When experiencing a package, we use all our senses and in a more and more digital world the importance of engaging all the senses is increasing. Unboxing videos showing off a new product in its package by using all senses have become very popular. A luxury brand of today has a lot to gain by taking advantage of this opportunity to get the consumers attention by touching the senses.


Consider augmented reality, sound effects, tactile surfaces, visual illusions, and ASMR. Go Google ASMR! Interesting stuff!

And consider the sustainability angle. Carefully. Because it has to be covered.



The key word is senses.

How can you make a packaging and/or unboxing experience unique by engaging the senses?  


Create a sustainable, innovative and functional packaging concept that talks to the senses and stands out. Use a fictitious brand and create a unique packaging solution. Be innovative, be bold, be playful!

Think new!



Entry: A sustainable, innovative, functional – and sensual! – packaging concept for a fictitious brand.

Material: CrownBoard from BillerudKorsnäs.

Target audience: Modern urban consumers with high expectations. 

Market segments in focus: Cosmetics & beauty care, luxury drinks, premium food & confectionery.


  • Short film showcasing the experience of your concept & package (Note: Most music and pictures are copyrighted and must not be used without permission. Make sure to secure user rights before including protected content in your application material.)
  • Digital presentation (ppt or similar), including a clear presentation of the features of the project and sustainability factors, also considering protection of contents and user friendliness.
  • A one-page presentation/explanation of the packaging concept, with a drawing or outline of the structural design.
  • Physical prototypes (3 sets)
  • Documentation. For full details, see Guidelines for documentation.