What are your thoughts about this year’s brief " Challenge the conventional”?
– Sustainability is not just a buzz word. It really matters. To reduce material and optimize processes is one thing. But if you really want to make a difference you have to challenge the conventional. That’s why I really like the brief! Also, it is not only about the most environmentally friendly solution of a product packaging, but it is more about the whole concept and storytelling. What impulse does a product concept deliver to the customer? How might it influence his or her specific way of consuming?
Another former PIDA contestant we had the opportunity to talk to is Elvira Claesson, Designer at Designkontoret Silver. She participated in PIDA in 2010, when the challenge was to create packaging with a potential second life. Together with four fellow students she designed a pack for neckties – a brilliant pack that transformed into a nifty hanger for the necktie. The concept won second prize at PIDA 2010.
Hello Elvira, what do you remember from PIDA?
- What I remember best is the cooperation in the team and how we learnt to work towards a common goal – to win the competition! The fact that it was a competition with fine prizes made it all more fun.
It’ll be exciting to see how different students interpret the assignment and what solutions they will come up with.
What kind of work do you do today?
- I work as a designer at Designkontoret Silver, we are a strategic brand and design agency. A huge part of our day-to-day work consists of assignments that involve packaging design.
What does PIDA mean to the industry?
- PIDA is an opportunity for any company that needs packaging to discover smart solutions to exciting challenges – but also to check out talents on their way out onto the job market.
What are your views on this year’s brief?
- It’s typical for our times to challenge old-school thinking and old solutions to the demands and requirements of packaging. To not take anything for granted, but dare to challenge and question. In this line of work we have to keep doing just that all the time. That’s why I think this is a good exercise for students on their way to their first jobs. And the environmental aspect is of course a good thing because it is an everyday issue for us who work with packaging.