This year’s winner of the BillerudKorsnäs PIDA Germany design competition is a team from Stuttgart Media University. The winning students succeeded in creating a sustainable, smart and attractive packaging solution for wristwatches and other luxury items, called WatchOut. This blog post features an interview with the the WatchOut team and a few words about the other winners.
“This year’s PIDA Germany gathered more than 160 people – students, designers, brand owners and converters. And the participating students impressed greatly with their innovative and smart solutions. The level of this year’s entries can only be summarized as the highest ever and the jury had a hard time selecting the winners,” says Lena Dahlberg, BillerudKorsnäs.
Of the thirteen contesting teams at PIDA Germany 2017, the grand prize was scooped by Andra Frair, Ellen Vieth, Jessica Raich and Marina Hochstrasser from Stuttgart Media University.
Their contribution WatchOut is a sustainable popup packaging with a nature theme and a surprise effect for wristwatches and other luxury items. In awarding the prize, the jury said:
In ”Watch out” all the requirements of the brief are perfectly matched. The substitution of a plastic box by a creative cartonboard box solution with a simple but functional product presentation, developed with a clear graphical design and good product protection – and all this without over-packing. In total a very clever and sustainable solution.
Congrats Andra, Ellen and Jessica! How does it feel to win PIDA Germany 2017?
“It feels great to win such a prestigious competition. We have all been very surprised that the jury chose our packaging concept as the best overall packaging design. Of course, we hoped to be good, but as we saw all the other creative and smart packaging solutions we weren’t sure how our performance would be. At this time, we didn’t hold out too much hope on winning a prize. This is why we are really happy that our concept convinced the jury the most.”
What was the greatest challenge for your team?
“The greatest challenge was to comply with all requirements of the briefing. On the one hand the package should challenge the conventional by creating a unique and creative package. On the other hand the packaging solution should be sustainable and feasible. Mostly an elaborate construction is either a sustainable or a feasible solution. It was really hard to find a concept that fulfilled all of these characteristics.”
What can you say about the work process?
“The beginning of the working process was quite hard and took a long time. First of all, we couldn’t agree on which concept we should continue to work on. Furthermore it was complicated to find times for meetings because everyone were very busy with their studies, as the biggest part of our group already started to write their thesis. But nevertheless, we developed a strong team spirit and made a clear split up of responsibilities, so each of us tried to use their skills as best as we could. Finally, we could achieve our internal and the jury targets and expectations. To be honest, we are proud that we took this challenge and managed it that well.”