Recreate Packaging" challenges conventional ideas for cosmetics packaging with talented designs

New, innovative and sustainable designs for cosmetics packaging using Stora Enso's Ensocoat packaging board were created in the Recreate Packaging 2012 contest, which was organised for design students at selected universities and art academies around the world by Stora Enso and the International Design Business Management programme (IDBM) of Aalto University of Helsinki, Finland.

The contest jury was delighted about the high overall quality of received entries. The winning entries of the contest will be awarded in connection with the Congress of the European Packaging Design Association (EPDA) in Helsinki on 15 June.

The purpose of the contest was to challenge packaging conventions and increase the use of renewable materials in demanding consumer packaging. Entries were submitted for three categories of cosmetics packages: (1) primary package for cream, (2) primary package for a liquid beauty care product and (3) primary package for any other cosmetics, beauty care or health care product.

Forty-four entries created by 67 individual students from seven countries were received by the organisers, whose criteria for assessing the entries were:

• innovative use of the packaging material
• aesthetics of the package
• market potential of the solution
• sustainability of the solution
• functionality of the package

Based on these criteria, an international jury of packaging and design experts did a thorough assessment of the submitted entries and nominated the winners of each category.

Fourteen entries were received for the category Primary Package for Cream. The jury selected as the winner "One Eighty" by Juho Johannes Kruskopf, Arttu Kuisma and Nikolo Kerimov, students at Lahti Institute of Design in Finland.

"This entry has a huge business potential, it can be used for all kinds of products like shampoos, oils and other product families. It can replace very big volumes of plastics and unrecyclable materials and thus change the business", comments Mr Yrjö Aho, Sales Director at Stora Enso Switzerland.

"The proposed structure, finishing and texture created from Ensocoat in this entry are a huge step ahead in the use and market potential for the material", says Mr Rob Vermeulen, Director of a Belgium-based design company and member of EPDA's executive committee.

The category Liquid Beauty Care Product Package also received fourteen entries. Chie Miyajima, Kohei Kanomata and Sayoko Kojima from Tama Art University in Tokyo, Japan were the designers of "a-drop", which was chosen as the winning design.

"This concept is truly innovative, a very good concept for cosmetics but could be used for other products as well, comments Mr Pekka Toivanen, Managing Director of a Helsinki-based Design Studio, who represented the Finnish Association of Designers Ornamo in the jury.

"Truly something different, one can tell that the team of designers have really started from the material and progressed with a proposal of top quality in its finish and presentation", says Dr. Toni-Matti Karjalainen, Research Director of the IDBM Program at Aalto University.

Sixteen entries were submitted to the category Other Cosmetics, Beauty or Health Care Product Package, where "Lustre" by Esko Pyyluoma of Lahti Institute of Design was chosen as the winner. "This lipstick is a surprising idea; I see even other connections than cosmetics. It has great presentation and it's a very elegant simple solution", comments Mr Pekka Toivanen.

"As a packaging proposal it is absolutely beautiful; however, the proposed concept's best use would not be for lipstick. The beautiful package would be damaged completely in daily use. On the other hand, in products like champaign, whisky and similar luxury beverages it would work perfectly. It would be even more interesting and dramatic if made bigger", comments Mr Rob Vermeulen.

In this category, the contest jury decided to give a special mention to "Diamond", an entry designed by Carolin Boström of Broby Grafiska College of Cross Media in Sunne, Värmland, Sweden, as the entry with the most outstanding use of Ensocoat packaging board.
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