Pentawards Conference


The Pentawards Conference

Where the heroes of packaging design inspire, this is a conference like no other! A ‘once-in-a-lifetime’ line-up of global award-winning packaging design gurus, pioneers and disruptors, these design leaders will share experiences and provide you the packaging community with a vision of your future and how to tackle it.



The Pentawards Conference - Day 1

10:45 - 11:45

D.I.S.R.U.P.T.I.O.N - A 10-step guide to breaking the rules of category design

Nick Vaus, Lead Partner & Creative Director, Free the Birds

Sebastian Rumpler, CEO & founder, Hello Day

Never before have consumers been subject to so much brand bombardment. New brands, lines, collabs and limited editions appear in their thousands seemingly every single day. Yet even as fast as products proliferate, it sometimes feels like we’re swimming in a sea of same. Whether it’s beauty’s Millennial pink or oral care’s faux-scientific swooshes and starbursts, although an ever more impatient digital consumer behaves - and buys - very differently, many legacy brands remain faithful to some very old category codes. Even as bold new indie brands who care little for the ‘rules’ achieve the lion’s share of growth and consumer attention.

In this session, Nick Vaus from brand communications and design agency Free the Birds will set out the 10 steps that brands need to take to achieve category D.I.S.R.U.P.T.I.O.N. Illustrated by examples from global beauty, healthcare and lifestyle brands that have had the courage to break the rules, including Free The Bird’s Pentaward winning work with Lenor Parfum des Secrets.

Followed by a fireside chat with Sebastian Rumpler, CEO and founder of the revolutionary supplements box and double Pentawards winner, Hello Day.

11:15 - 11:45 - Q&A + Meet the speaker


12:15 - 13:15

Guinness: Making the harp sing again

Emma Follett, Deputy Chief Creative Officer, DesignBridge 

Jeremy Lindley, Global Design Director (previous Pentawards Jury Member), Diageo 

Over the years 'Made of More' had become less…

In true creative partnership with Diageo we have brought back the love, craftsmanship, colour, vibrancy, and wit to Guinness, bringing the reinvigorated expression of the brand to life globally.

The harp is ready to play once more.

12:45 - 13:15 - Q&A + Meet the speaker




13:45 - 14:45

Reinventing An Iconic Indian Brand For Today’s Multi-Channel Consumer

Jamie Stone, Chief Design Officer, Consumer, PA Consulting

Jamie was previously Global Head of Design / Nutrition for GSK and was based in Singapore. He sat on the Nutrition Leadership team, where he had overall responsibility for all creative strategy and output in 3D Structural Design, Technical Design, Branded Package Design, BTL and In-Store Activation for the full Nutrition portfolio.

Design in GSK Nutrition was a new type of corporate design engine, with a unique balance of in-house creative leaders, in-house staff designers and select agency partnerships.

14:15 - 14:45 - Q&A + Meet the speaker


15:15 - 16:15


The Future of Packaging Design


Hosted by Stefano Pistoni, Business Development Manager, Wine & Spirits,  Emeia, UPM Raflatac

and Lee Walker, Global Director, Business Development Wine, Spirits & Craft Beverage Labelling, UPM Raflatac


Jeremy Lindley, Global Design Director (previous Pentawards Jury Member), Diageo

Jamie Stone, Chief Design Officer, Consumer, PA Consulting

Nick Vaus, Lead Partner & Creative Director, Free the Birds

15:45 - 16:45 - Q&A + Meet the speaker


The Pentawards Conference - Day 2

10:30 - 11:15


Winning in culture through packaging

David Palmer, Founder & Executive Partner, LOVE

11:00 - 11:15 - Q&A + Meet the speaker


11:30 - 12:15


Wind Loved: Packaging Beyond Aesthetics - When Design meets Technology

Hosted by Stefano Pistoni, Business Development Manager, Wine & Spirits, Emeia, UPM Raflatac

Riccardo Sauvaigne, Director Marketing and Innovation, Eurostampa  

Valentina Pozzati, Business Manager, Luxoro

12:00 - 12:15 - Q&A + Meet the speaker


12:30 - 13:15


Reviving a national icon…Cruzcampo

Kata Cserveny, Senior Strategist, Bulletproof 

Borja Manso, Senior Brand Manager, Cruzcampo (Heineken)

Hop between the sun-drenched bars of Andalucía and there’s only one beer you’ll see – Cruzcampo. Born in Seville in 1904, Cruzcampo is brewed to retain its quality flavour even when served at the sub-zero temperatures demanded by the heat of southern Spain. But while the beer’s flavour had always stayed bright, 110 years in the sun meant the brand’s quality perceptions had begun to fade.

Join us on our journey to revive this national icon, reigniting its soul to reflect its market leading position and setting it on a path to expand its reach, within Spain and beyond.

Learn along the way the rules of engagement when reviving a heritage brand and the pitfalls to avoid.

13:00 - 13:15 - Q&A + Meet the speaker


13:30 - 14:15


How technology is the epicentre of packaging design

Andy McHugh , Chief Product Officer, ASG SPARK!, VP Technical Support 

Oliver King, New Business Development Director Design, ASG SPARK!

14:00 - 14:15 - Q&A + Meet the speakers



Sponsored by


14:30 - 15:15


Leave the herd behind: Creating a challenger brand that resonates

Constantijn Huynen, Managing Director, Cartils

The world of coffee shops is dominated by global conglomerates. Black Sheep Coffee wanted to disrupt this and attack the status quo in the coffee world and prioritised creating a unique, distinctive brand identity and packaging.

Despite having a the limited coffers of a start-up, Black Sheep brought in design agency Cartils and set about creating packaging and branding that set it apart from the herd.

15:00 - 15:15 - Q&A + Meet the speaker