Leading branding agency Pemberton and Whitefoord has won a Platinum award at this year’s Pentawards for its work on the Tesco Tortilla Chips range.
The awards are the only worldwide competition exclusively devoted to packaging design in all its forms and were created to promote packaging design with companies, the press, the economic and political authorities and the public in general, throughout the world.
Entries for the awards are in five large groupings (Beverages – Food – Body – Other markets – Luxury) encompassing over 40 categories originating from all markets, from mass market to luxury.
Awards were presented at a special ceremony held at the Luxepack exhibition in Monaco.
Pemberton and Whitefoord’s work (alongside other Pentaward winners) will be displayed in various locations including Paris, at the new DesignPack Gallery in January 2009, and the Shanghai Luxepack exhibition in March 2009.
The company was chosen from a field of 700 entries from 39 countries including the largest packaging design agencies, from England, France, the USA and Japan (representing over 60% of the entrants) and also from amongst Brand Owners such as Coca-Cola, Procter & Gamble, Sony, Aekyung, Suntory and Danone Waters.
Adrian Whitefoord, co-founder of Pemberton and Whitefoord comments:
“We were keen to break the category norm with the Tesco Tortilla chips range and inject some humour that would help the product to achieve real standout in a category which is after all fairly mundane.
We achieved this by creating ‘the Bandito’, a comical character who changes outfit and accessories according to the type of chips. For example, he is dressed in a Hawaiian shirt with sunglasses and a portable phone for the Cool Bandito version, and has a water bottle extinguisher and red cheeks for the Chilli Bandito version.
We also used strong colour codes to increase the display impact. Commercially the range has worked very well for Tesco proving that customers really do respond to witty design and gravitate to something that looks just a bit special.”
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