The brief was as clear as ambitious: “Anything but square” - Challenge the formability of Korsnäs White and create a package that is not square.

In a context where stores’ shelves are full of packages that are square or rectangular in shape, irrespective of product and/or brand name, Körsnas, one of the leading cardboard makers in Europe, wished to change that and to challenge the creativity and imagination when formulating the assignment for PIDA 2012.

Neither square nor rectangular: the shape of the package should be used to strengthen the identity of a perfume brand, create shelf impact and be functional in terms of handling and protecting the content. Organised each year in Germany, France and Sweden, the PIDA competition awards creative projects proposed by students from universities and design schools.

IO by anamorphosis

IO by anamorphosis

And the winners of the 2012 French edition are…

- Innovation Award: Sutzon
Maïlis Ouvrier-Bonnaz et Basile Fatoux, (ESEPAC)

- Packaging Impact Award: La Bohème
Ophélie Candelier et Catherine Jiguet, (ESEPAC)

- Packaging “conviviality” Award: Enchanté
Marie Soulié et Julie Bas, (ESEPAC)

- Public’s Award: IO by anamorphosis
Mathilde Bart, Sophie Jupillat, Clément Ancelle et Idir Bechar (IUT Reims)

- Winner of PIDA 2012: IO by anamorphosis
Mathilde Bart, Sophie Jupillat, Clément Ancelle et Idir Bechar (IUT Reims).

Packaging Impact DesignAward - PIDA France 2012: the winners

Packaging Impact DesignAward - PIDA France 2012: the winners