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Partners talking

Partners talking

Packaging Innovations

Partner in the spotlight - read our interview with VBAT

Why do you have to go to Pentawards Live?

VBAT is a leading creative studio in Amsterdam and Mexico City.

We are an international house of specialists with a proven track record of vibrant and long-standing relationships with ambitious brands. Brands that believe design offers the clearest path forward in an ever-changing world. Brands that also understand that to be meaningful and successful in this world you need an opinionated partner willing to challenge existing brand beliefs and eager to deliver beyond the obvious. We future proof these brands by offering experiences and solutions across three design landscapes: brand, packaging and retail.

Over the past 35 years we've delivered iconic packaging design for everyone from local heroes to blue-chip brands across virtually every sector, industry and market niche. Yet while our resume is long, we still very much harbour the craftsman's curiosity for new ideas, emerging materials and inspiring technologies.

Every ambitious brand has an innate uniqueness, sometimes unbeknownst to the brand itself. Which is why we always begin by defining the consumer journey and the desired brand experience. We have the people and strategic tools in house to effectively and authoritatively define new product and packaging offerings early on in the process. Opening the door to consistent and meaningful packaging that is successful now and in the future.

What will the future for Packaging Design bring?

In the future, packaging design will become even more important. Especially in a world that is becoming more and more virtual, packaging is often the only true concrete touchpoint of a brand, especially in food and beverages. The vision on branding from Byron Sharp has started to resonate with a growing majority of brand owners and as a result the development of unique visual brand assets that can work across multiple touchpoints has become increasingly important. These assets obviously need to be linked to the pack, as this is the key expression of the brand where all the aspects should work together and deliver a clear and impactful brand message.

Which packaging design would you like to put in the spotlight?

The new Heineken can that VBAT recently has developed for the international markets and that currently is being introduced across the globe, including e.g. Mexico, Brazil and Poland. For a brand as iconic and successful as Heineken, this design change is a giant leap forward. The new design is challenging the traditional approach to beer design while ensuring brand recognition. A great example how strong visual assets can deliver on brand impact by using the unique visual brand assets that have been developed over the years. 

VBAT
Packaging Innovations

Partner in the spotlight - read our interview with PROUDdesign

Why do you have to go to Pentawards Live?

PROUDdesign is thé specialist in food packaging design for leading and challenger brands. With this unique focus we are able to get the best out of a brand’s identity. Together with the client we build a strong brand story and create a visual identity to outperform the competition.

In our 15-year experience we have created several strong cases that illustrate that you don’t have to be big to think and act great. Hence our motto: We are PROUDdesign. We make brands more valuable through design. This makes people happier. And us proud.

The best packaging design is created by combining insights with creativity. At PROUDdesign we team up with clients to get the strategy in place and allow clients to participate in the creative process. In this way thinking and acting is aligned and you get the best out of packaging design. So close cooperation is the word and smaller but professional design agencies have the future. For this reason the Pepsico design team asked us to team up with them for the development of the global visual identity for Quaker oats and its implementation in Western Europe. The future in packaging design favours great little agencies like ourselves.

What will the future for Packaging Design bring?

Within the increasing clutter of communication the packaging design acts as a brands’ beacon. It represents a reflection of the brand identity which is build on a visual memory structure and distinctive brand assets. These are required to stand out from the crowd. That’s why big brands need to reinvent their strong graphical heritage and should challengers create one from the start. But beware, less is more but can also become a bore!

Which packaging design would you like to put in the spotlight?

At the moment we are very proud to see the new Quaker oats packaging design enter the UK market. It is the result of great work, for a great brand with a great team. Next to this we are proud to have created Lovechock raw chocolate in 2010 and its recent restyling of its already iconic packaging. Needless to say we are proud of all our clients so please visit our website.