We challenge conventional
packaging for
a sustainable future

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PIDA – introducing the future professionals

PIDA is a competition, a game, a play with skill and creativity. But it’s a serious game. No matter how fun, it’s a preparation for a relentless reality where a designer’s efforts are met with sympathy or indifference.
This is why PIDA is important. Because packaging is important.


When you invite the students of a few of the best European colleges for packaging design to a competition – that’s how you challenge conventional packaging. Which is what PIDA is always about. Whether the current theme is the unboxing experience, reduction of food waste, champagne or the internet of things, the assignment is always about new thinking.


We challenge conventional packaging for a sustainable future

A younger generation always sees things differently. They are not restricted by old notions of how things are done. They have no concept of what life is like without the Internet. Their peers have different habits, tastes, preferences and consumption patterns than older people. At PIDA, conventional packaging is challenged with every contesting entry.


The PIDA jury likes to be surprised. They award innovativeness, new perspectives and creative thinking. They are not on the jury to award conventional and commonplace stuff. And the jury takes environmental impact into consideration when assessing and rating the contesting design projects.


Sustainability is a central topic at PIDA. Smart packaging means using low grammages, avoiding over-packing and taking the whole service life of the packaging into consideration – from waste reduction to easy recycling. The cartonboard material in itself represents a very small footprint; derived from a renewable source, recyclable up to five or six times, and ends up as energy generation.


At BillerudKorsnäs we take the development of packaging seriously. PIDA is the stage we have set for young talent to show what they can do and give new ideas, inspiration and fresh impulses to the established packaging community. This way, bonds are forged between schools and the industry. 

At PIDA, design students from colleges in France, Germany, Sweden, and the UK compete with their packaging design projects. Participation in PIDA is part of the curriculum of their educational programmes. PIDA gives students an opportunity to get to know cartonboard properly. Get acquainted with the material, see its possibilities and limitations. For most students, cartonboard will play a significant part in their professional lives. It’s a material they will have to know inside-out. 


​The competing design projects are judged by conceptualization, innovativeness, visual impact, function, user-friendliness, and environmental aspects. Prizes are awarded for highest level of Innovation, highest level of User-Friendliness, highest level of Sustainability, and the PIDA Gold Award – for the best overall packaging design concept. Beyond that, the jury may also decide to present a special prize or an honorary award. In addition, the general public can pick their winner. The prize is called the People’s Choice. The competing design projects are presented in short films that are posted on the PIDA Facebook page. The winner is elected by votes on the PIDA Facebook page.
For 2018, a new prize is launched: “ People’s Choice Grand Final Award”. This means the PIDA People’s Choice Award winners compete against each other on Facebook after all the national parts of the competition are finished. The finalists’ films are posted once again on the PIDA Facebook page. The finalist who gets the most likes and shares wins the new international prize “People’s Choice Grand Final Award”. The winner will be presented on Facebook.


PIDA has become a recognised and respected hub for new ideas, impulses and inspiration. BillerudKorsnäs arranges PIDA in order to knit the packaging community tighter together, to charge it with young talent and energy and to take responsibility for driving the development of packaging design.


The PIDA events are held in Paris, Stuttgart and Stockholm; and feature very ambitious seminars, keynotes and panel discussions. At the events, professionals of the trade meet and mingle. Converters, printers, brand owners, designers, bloggers and journalists gather to watch the prize ceremony, meet the design students and join the seminars. 


PIDA first started as part of the Swedish Design Year 2005. Over the years, interest has grown. For every year, more people want to get involved. More design schools want to participate. PIDA has become a more important part of the educational programmes. More industry professionals show up at the events, want to deliver keynotes or be on the jury. The coverage in trade press and other media gets bigger all the time. 

“It was a great opportunity to let the creativity flow but at the same time to get acquainted with the interdependencies between a briefing for a certain task, technological challenges and holistic concept creation.”

Jonathan Scherer, previous PIDA winner