Red Dot: Grand Prix for the packaging "Äggkopp"
One thing is indispensable when selling goods and commodities: The products must remain intact. To ensure that nothing is damaged during transport and storage, there are many creative approaches, but some of them require a large amount of materials. These are also usually not particularly environmentally friendly such as styrofoam, packaging chips, safety foam or bubble wrap. However, just as important as the protection of the goods is the design of the wrapping in order to convince the end consumer at the point of sale to buy the product in a split second. In the Red Dot Award: Brands & Communication Design, communication design projects and brands are evaluated and awarded annually by the Red Dot Jury. Also in the category “ Packaging Design”, the jurors honour innovative and creative solutions every year.
Environmentally friendly and efficient
IKEA Russia combines the elements of sustainability and product protection in its packaging “Äggkopp”, which was awarded with the highest distinction in the “Communication Design” section, the Red Dot: Grand Prix, in 2019. The sustainable and reduced designed banderole is made from cardboard material that is regularly left over in IKEA's local distribution centres and stores. The cardboard sleeve, which has a structure reminiscent of honeycomb egg cartons, is flexible and effectively absorbs external shocks. It is easy to fold or bend and flexibly wraps products of all shapes and sizes. This outstanding packaging was designed by the Moscow agency Soemz.
The statement of the jury
The Red Dot Jury reasoned its decision to award the Red Dot: Grand Prix as follows: “Based on a brilliant creative idea, this concept demonstrates responsibility for the future of our planet. It shows how easy it can be to design an aesthetic product that can be recycled for reuse over and over again. The striking simplicity lies in the fact that the template of the egg garden has been around for long already. This has been implemented as a well-thought-out concept also in terms of functionality.”
Red Dot Award: Brands & Communication Design 2020
Outstanding packaging design is currently sought in the Red Dot Award: Brands & Communication Design 2020. Whether beauty products, food or technology - communication designers from a wide range of industries are invited to submit their packagings to the international competition. In addition to the “Packaging Design” category, 16 other categories are available for participation in the “Communication Design” section, for example “Advertising”, “Typography” or “Apps”. In the “Brands” section companies can enter their integrated brands in 36 industries from “Automotive” to “Food & Beverage” and “Watches”. Those who are particularly convincing are awarded with a Red Dot: Best of the Best or even with a Red Dot: Grand Prix.