Bois Underwear – Winner of the first PIDA Grand Finale

For the first time in the history of the PIDA competition, an all-European winner has been selected. The PIDA Grand Finale was held at Luxe Pack Monaco, the world’s leading trade fair for luxury packaging, and the title went to “Bois Underwear” by Swedish students from design college Nackademin.

“We are so happy about this prize. It means everything. And it means a lot that we just followed our hearts, never held back, and disregarded the usual Scandinavian design conventions.”
Team Bois Underwear


The students behind the winning design are Natasha Bosnjak, Alicia Lundgren and Christian Koch. Their design qualified for the Grand Finale by winning the Gold Award at the Swedish PIDA event in May earlier this year. They suggested that packaging design in the future may very well be fun, playful and edgy. The winning design project is a retail pack for men’s underwear in the shape of a banana, which you peel to open.

“We are so happy about this prize,” says Alicia Lundgren. “It means everything. And it means a lot that we just followed our hearts, never held back, and disregarded the usual Scandinavian design conventions. We managed to make sustainability look fun, and we are very pleased with that.” 

 

 

High marks on all points

The jury looked at the innovativeness, sustainability, user-friendliness, concept and communication of the contesting design projects. Bois Underwear received high marks on all points, and its colourful appearance drew a lot of attention. In total, 36 design projects were nominated and four of them made it to the Grand Finale. 

The Grand Finale winner was elected by a jury comprising a mix of industry professionals – designers, converters, brand owners and other specialists – all of whom have been on the jury at one of the previous PIDA-events this year.