The 'Oscars of Packaging' Pentawards 2025 winners list is announced!
As the world's most prestigious packaging design competition, Pentawards announced this year's winners at its annual awards ceremony held on October 4 at De Kromhouthal in Amsterdam.From groundbreaking beauty innovations to revolutionary sustainable bottle designs, to brand narratives rich in cultural heritage, this year's winning entries prove that packaging is no longer just a container, but a vehicle for creativity, identity, and social progress.TOP Winners ListDiamond AwardTilt Beauty SeriesDesign: Established Studio, USA
The highly anticipated Diamond Award was presented to the American studio Established for their design of Tilt-a groundbreaking innovation in the field of beauty packaging and the first makeup line to receive the Arthritis Foundation's "Ease of Use Certification" in the United States. Tilt places accessible design at its core, marking an important turning point: the packaging is conceived from the outset for people with chronic pain, limited mobility, or low vision, rather than being adapted afterward. This reimagines beauty packaging, making it more inclusive-while still elegant and appealing.Every detail has been carefully designed for everyday ease of use-from shorter mascara wands to stabilize the hand and reduce shaking, to silicone-coated surfaces to improve grip, and soft magnetic closures designed for users with limited hand dexterity.Sam O'Donahue, co-founder of Established NYC, stated: "Winning the Diamond Award for the second time is a tremendous honor for our studio. Creating Tilt Beauty has been a labor of passion and one of the most important projects we've undertaken in the past 20 years. We hope this pioneering approach to accessible beauty design will set an example in the industry and encourage more brands to follow this trend. We are deeply grateful to the Pentawards jury and team for awarding this project with such a prestigious honor."NXT-GEN AwardCalentón Chili SauceDesign: The Logo Lassie
The NXT-GEN Award, which recognizes emerging design talent, was awarded to Calentón Hot Sauce, designed by The Logo Lassie from the UK. This bold and passionate student concept piece combines vibrant design with the authenticity of a family business, showcasing the creative energy of a new generation of designers.Platinum Award in the Beverage CategoryJohnnie Walker Blue Label Ultimate EditionDesign: Johnnie Walker, UK
Johnnie Walker Blue Label Ultra (Produced by Johnnie Walker, UK) - the lightest 70ml whisky bottle in history. This design is not just about reducing weight: it redefines the meaning of luxury in spirits packaging. For decades, the heft of a bottle has been regarded as a symbol of quality, but the Blue Label Ultra proves that true sophistication lies in balance; elegant without excess - a bold statement to the premium beverage industry.Judge Zoe Green (Co-Founder & Executive Creative Director of Co-Partnership) commented: "I particularly appreciate the foresight, innovation, and forward-thinking of this project. It represents a way of decision-making that not only inspires the entire brand but also sets a benchmark for the packaging industry, prompting us to rethink glass lightweighting and the future of packaging production."Platinum Award, Food CategoryPueblo Cold CutsDesign: Simple Packaging Studio, Spain
Pueblo (produced by Spain's Simple Packaging Studio) - Cold-cut packaging rarely goes beyond purely functional purposes, but Pueblo breaks this convention. The design draws inspiration from the cultural significance of Spanish rural life, elevating elements once considered simple or rustic into symbols of pride. Minimalist, earthy, and rooted in tradition, this packaging brings authenticity to the forefront while challenging stereotypes of rural identity. Pueblo is a design manifesto that restores dignity to the 'countryside' origin and reconnects consumers to the source of the product through clarity and simplicity.Platinum Award in Body, Health & BeautyL'ENTROPISTE Master of DisorderDesign: France, Centdegres
L'ENTROPISTE – Master of Disorder (Produced by Centdegres, France) - Perfume packaging has long adhered to principles of refinement, symmetry, and elegance, but L'ENTROPISTE finds vitality in breaking conventions. Centdegres envisioned a radical perfume brand that uses chaos as its creative language, crafting a visual and structural system that subverts traditional perfume rules. Every detail challenges expectations: from layered, deconstructed graphics to asymmetrical designs that suggest disorder and liberation. What is ultimately presented is not just a perfume container, but a provocative design concept, positioning perfume as an act of rebellion - bold, exquisite, and impossible to ignore.
Sofia Kalligeri, Senior Marketing Manager at Colgate-Palmolive, commented: "What I admire most about this project is how it uses minimalism to create a sense of subversion. Its unique structural design combined with material selection and thoughtfully considered details produces such an unexpected effect, while perfectly aligning with the core concept of the product."
Platinum Award for Brand Identity and Connected Packaging
Stella McCartney x Veuve Clicquot
Design: Veuve Clicquot Ponsardin, France
Stella McCartney x Veuve Clicquot (produced by France's Veuve Clicquot Ponsardin) - a collaboration between a fashion brand renowned for sustainable design and a legendary champagne brand, perfectly blending luxury with material innovation. At the core of this design is a new generation of 100% vegan leather made from grape stems, transforming by-products of the vineyard into a high-end tactile material. This is both an expression of values and an aesthetic presentation: craftsmanship, circular economy, and brand narrative are unified within a modern framework. Platinum Award in Home, Leisure, and Other MarketsVerve Coffee Roasters' Dwell DripperDesign: Zenpack, USA
Dwell Dripper for Verve Coffee Roasters (Produced by Zenpack, USA) - This dripper's packaging design is both travel-friendly and suitable for brewing, drawing inspiration from paper bag lunches and accessory pouches to create a user-friendly portable unboxing experience. The single-piece die-cut process simplifies production and reduces waste. The series is available in seven colors, and the accompanying coffee scoop is designed as an extension of the dripper itself - mirroring its angle and curvature, forming a unified, durable, and easy-to-use system.Platinum Award, Professional Concept CategoryAVANCEDesign: Gentlebrand, Italy
AVANCE (produced by Italy's Gentlebrand) - this limited edition fragrance series, inspired by chess, plays with the interplay and tension between passion, power, and mystery. The concept transforms strategy and symbolism into form and texture, giving each fragrance a unique presence while inviting the wearer into a more mysterious and rational olfactory world - a visual and tactile language for interpreting emotions.Platinum Award in Sustainable DesignVivomer DropperDesign: Shellworks, UK
Vivomer Dropper (produced by Shellworks, UK) - This commonly used accessory in the cosmetics industry has been fundamentally redesigned: a home-compostable dropper that performs like plastic during use but fully degrades within 52 weeks without leaving any trace. Based on Shellworks' Vivomer platform and free of fossil fuels, this design addresses the problem of multi-material droppers being difficult to disassemble and usually ending up in landfills - proving that high-performance packaging can also achieve high sustainability. Sebba Alqetrani, Professor of Packaging Design, Branding, and Sustainability at FIT and Adjunct Professor of Packaging Engineering at Rutgers University, stated: "This project not only considers innovation, product lifecycle endpoints, and the complete packaging system, but more importantly, it approaches a saturated market with breakthrough innovation. It is changing the way we view consumption, the way consumers view usage, and the way we package products."Adam Ryan, head of Pentawards, commented: "The standout feature this year is how packaging design truly touches people's lives-whether making beauty products easier to use, reducing daily product waste, or telling cultural stories through design. It proves that innovation can be both practical and responsible while being visually memorable."Special AwardsIn addition to the Diamond, NXT-GEN, and Platinum awards, Pentawards recognizes outstanding contributions in the field of design with the following special awards:Agency of the Year - Established (USA), in recognition of its bold creative vision and consistently excellent performance; receiving this honor in the same year as its groundbreaking Tilt design won the Diamond Award is well deserved.Best Newcomer - Simple Packaging Studio (Spain) received this award, recognizing the studio's fresh creative energy - fully reflected in its Platinum-winning work Puebla, which redefines how everyday food packaging tells cultural stories.People's Choice Award - As part of the 2025 competition, Pentawards gave the community the opportunity to vote for award-winning designs. Out of 12 selected entries, BOTITO, designed by Tridimage, won the hearts of the public - a sustainable toy that encourages children to rethink the value of waste.
Educator of the Year - UAL University of the Arts London (UK), recognizing this outstanding educational institution for inspiring and supporting students to achieve excellence in their academic and creative pursuits.Best Decorative Application - Pentawards, in collaboration with global leader in film technology Kurz, presents this award to honor quality, creativity, and excellence in decorative craftsmanship. This year's Gold Winner is Hotel Chocolat, whose sustainable extra-thick Easter egg packaging features gold foil details, inspired by the Japanese ceramic repair art Kintsugi.
