The list of winners for Pentawards, the Oscars of the packaging industry in 2025, has been released!
Pentawards, as the most prestigious packaging design competition in the world, announced the winners of this year at the annual awards ceremony held in De Kromhouthal, Amsterdam on October 4th.
From groundbreaking beauty innovations to revolutionary sustainable bottle designs, and to culturally rich brand narratives, this year's award-winning works prove that packaging is no longer just a container, but a carrier of creativity, identity, and social progress.
TOP Award List
Diamond Award
Tilt Beauty Collection
Design: Established Studio in the United States
The highly anticipated Diamond Award has been awarded to the works designed by Established Studio for Tilt in the United States - a breakthrough innovation in the field of beauty packaging and the first makeup collection to receive the "Usability Certification" from the American Arthritis Foundation. Tilt placed accessible design at the core, marking an important turning point: packaging was conceived from the outset for people with chronic pain, mobility difficulties, or low vision, rather than being modified afterwards. This is a rethinking of beauty packaging, making beauty more inclusive - while maintaining elegance and appeal.
Every detail has been carefully designed to achieve daily usability - from a shorter eyelash brush rod to stabilize the hand and reduce shaking, to a silicone coated surface to improve grip, and a soft magnetic closure device designed for users with limited hand flexibility.
Sam O'Donahue, co-founder of Established NYC, said, "Winning the Diamond Award for the second time is a great honor for our studio. Creating Tile Beauty is a passionate job and one of our most important projects in the past 20 years. We hope that this groundbreaking beauty accessibility design method can generate a demonstration effect in the industry, allowing more brands to follow this trend. We are very grateful to the Pentawards jury and team for awarding this project such a prestigious award. "
NXT-GEN Award
Calent ó n chili sauce
Design: The Logo Lassie
The NXT-GEN Award, which recognizes emerging design forces, was awarded to Calent ó n Hot Sauce, designed by The Logo Lassie in the UK. This bold and passionate student concept work blends vibrant design with the authenticity of a family business, showcasing the creative energy of the new generation of designers.
Platinum Award Beverage Category
Zunni Hu Jia Blue Fang Ultimate Edition
Design: Johnnie Walker, UK
Johnnie Walker Blue Label Ultra - the lightest 70ml whisky bottle ever made. This design is not just about reducing weight: it redefines the meaning of luxury in liquor packaging. For decades, the weight of the bottle has been regarded as a symbol of quality, but the Blue Square Ultimate Edition proves that true delicacy lies in balance; Elegant yet not excessive - this is a bold declaration for the high-end beverage industry.
Judge Zoe Green (Co Partnership co-founder and executive creative director) commented, "I particularly appreciate the foresight, innovation, and forward thinking of this project. It represents a decision-making approach that not only inspires the entire brand, but also sets a benchmark for the packaging industry, prompting us to rethink the direction of glass lightweighting and future packaging production
Platinum Award for Food Category
Pueblo Cold Cut Meat
Design: Simple Packaging Studio from Spain
Pueblo (produced by Simple Packaging Studio in Spain) - Cold cut meat packaging rarely goes beyond practical functionality itself, but Pueblo breaks this convention. The design inspiration comes from the cultural significance of rural life in Spain, elevating elements that were once seen as simple or rustic to symbols worthy of pride. Simplicity, simplicity, and rooted in tradition, this packaging pushes authenticity to the forefront while challenging stereotypes of rural identity. Pueblo is a design manifesto that reshapes the dignity of rural origins and connects consumers to the source of products through clarity and simplicity.
Platinum Award for Body, Health, and Beauty
L'ENTROPISTE Master of Disorder
Design: Centdegres, France
L'ENTROPISTE – Master of Disorder (produced by Centdegres, France) - perfume packaging has long followed the principles of refinement, symmetry and elegance, but L'ENTROPISTE has found vitality in breaking the convention. Centdegres conceived a radical perfume brand, took chaos as its creative language, and created a visual and structural system that subverted the rules of traditional perfume. Every detail challenges expectations: from layered deconstructive graphics to asymmetrical designs that imply disorder and liberation. The final presentation is not only the container of perfume, but also a provocative design concept, positioning perfume as a rebellion - bold, exquisite and hard to ignore.
Sofia Kalligeri, Senior Marketing Manager at Colgate Palmolive, commented, "What I appreciate most about this project is how it uses minimalism to create a sense of disruption. Its unique structural design, combined with material selection and carefully considered details, creates such unexpected effects while perfectly fitting the core concept of the product
Platinum Award Brand Identification and Interconnected Packaging Category
Stella McCartney x Veuve Clicquot
Design: Veuve Clicquot Ponsardin from France
Stella McCartney x Veuve Clicquot (produced by Veuve Clicquot Ponsardin in France) - a fashion brand known for sustainable design, collaborates with a legendary brand in the champagne industry to perfectly blend luxury and material innovation. The core of this design is a new generation of 100% vegan leather made from grape stems, which transforms the by-products of the vineyard into high-end tactile materials. This is both an expression of values and a presentation of aesthetics: craftsmanship, circular economy, and brand narrative are unified in a modern system.
Platinum Award for Home, Leisure, and Other Market Category
Dwell Drip Filter from Verve Coffee Roasters
Design: Zenpack from the United States
Dwell Dripper for Verve Coffee Roasters (produced by Zenpack, USA) - The packaging design of this drip filter is both convenient for travel and suitable for brewing, drawing inspiration from paper lunch bags and accessory bags to create a friendly portable unboxing experience. The single component die-cutting process simplifies the production process and reduces waste. This series offers seven colors, and the design of the coffee spoon is an extension of the brewer itself - reflecting its angle and curvature, forming a unified, durable, and easy-to-use system.
Platinum Award Professional Concept Category
AVANCE
Design: Gentlebrand from Italy
AVANCE (produced by Italian Gentlebrand) - This limited edition perfume series inspired by chess, ponders the game and tension between passion, power and mystery. This concept transforms strategy and symbol into form and texture, endows each perfume with a unique sense of existence, and invites the wearer to enter a more mysterious and rational fragrance world - a visual and tactile language to interpret emotions.
Platinum Award for Sustainable Design
Vivomer dropper
Design: Shellworks UK
Vivomer Dropper (produced by Shellworks, UK) - This commonly used accessory in the cosmetics industry has been fundamentally redesigned: a dropper that can be composted at home, with performance comparable to plastic when used, but can completely degrade within 52 weeks without leaving any traces. Based on Shellworks' Vivomer platform, which does not contain fossil fuels, this design solves the problem of difficult disassembly of mixed material droppers and often ending up in landfills - proving that high-performance packaging can also achieve high sustainability.
Sebba Alqetrani, professor of FIT packaging design, branding and sustainability, and part-time professor of packaging engineering at Rutgers University, said, "This project not only considers innovation, the end of the product lifecycle, and a complete packaging system, but more importantly, it enters an already saturated market in a groundbreaking and innovative way. It is changing the way we view consumption, the way consumers view usage, and how we package products
The most prominent highlight of this year is how packaging design truly touches people's lives - whether it's making beauty easier to use, reducing waste in daily products, or telling cultural stories through design. This proves that innovation can be both practical and responsible, while also being visually memorable
Special awards
In addition to the Diamond Award, NXT-GEN Award, and Platinum Award, Pentawards also recognizes outstanding contributions in the field of design through the following special awards:
Established (USA), the annual design agency, recognizes its bold creative vision and consistent outstanding performance; It is well deserved to receive the Diamond Award in the same year as its groundbreaking Tilt design.
Best Newcomer - Simple Packaging Studio (Spain) has won this award, recognizing the studio's fresh creative vitality - fully reflected in its Platinum Award winning work Pueblo, which redefines how everyday food packaging tells cultural stories.
Best Popularity Award - As part of the 2025 competition, Pentawards provides the community with the opportunity to vote for the winning entries. Twelve designs were selected and voted upon, and ultimately, BOTITO designed by Tridimage won the hearts of the people - a sustainable toy that encourages children to rethink the value of waste.
Annual Educator - UAL University of the Arts London (UK), recognizes this outstanding educational institution for inspiring and supporting students to achieve excellence in academic and creative careers.
Best Decorative Application - Pentawards collaborates with Kurz, a global leader in film technology, to recognize the quality, creativity, and excellence demonstrated in decorative craftsmanship. This year's gold medalist is Hotel Chocolat, whose sustainable ultra thick Easter egg packaging features gold foil details inspired by the Japanese ceramic restoration art Kintsugi.
