Author
Creative Director
Published
November 10th, 2023
Length
4 Minutes
Last night, London was abuzz with the PENTAWARDS Festival, a one-day festival celebrating the art of #packaging design. It was a convergence of minds where diversity, innovation, and creativity took center stage.
Steven Bartlett’s Keynote: The Power of Purpose
The day kicked off with Steven Bartlett , host of ‘Diary of a CEO’, emphasizing the importance of purpose in building teams, companies, and unicorns. His message was clear: without purpose, burnout looms large.
Hanna Kops: Designing for All
Hanna Kops challenged us to think inclusively, merging design with data and innovation, bringing everyone to the table.
Stefan Sagmeister: The Yin and Yang of Design Fame
In a compelling pre-speech conversation with Stefan Sagmeister, we explored the dualities of being a design celebrity – the choice between the shadow and the spotlight, and the pressures that accompany true fame.
AI in Design: A Core Theme
Jeremy White further delved into AI’s growing role in design. From data-driven brand building to putting the AI in customer service, the discussions showcased AI’s burgeoning influence.
Unilever: Redefining Accessible Design
Unilever , in collaboration with Zappar, revealed their mission to make products like Persil accessible to all, including those with sight loss, through innovative AR and QR technologies. Definitely check this out and determine if it’s right for your brand, but if it makes your product accessible to millions, how could it not be? Great session by Mario Dughi & Sarah Masters !
Pearlfisher’s Suzy Shelley: Sustainable Evolution
Suzy Shelley from Pearlfisher advocated for a gradual, yet impactful, approach to sustainable packaging. Her inspiring message: small daily improvements can lead to monumental change over time.
Craig Black’s Artistry: Celebrating Human Craft
Amidst AI conversations, artist Craig Black‘s live painting demonstrated the irreplaceable value of human artistry and craft in an increasingly digital world.
Kris Keiller from Patagonia: A Heartfelt Narrative
The day’s highlight was Kris Keiller’s moving talk about Patagonia’s commitment to the planet. His poignant narrative reminded us that in sustainability, there’s always more to achieve.
Final Thoughts
As we reflect on the festival, it’s clear that the future of packaging is bright, diverse, and deeply connected to sustainability and human-centric design. It’s a future where AI complements, but never replaces, the human touch.
Thank you for joining us in this journey of discovery and innovation.
Warm regards,
IDP Direct, Designing for Absence and ending wasteful packaging.
P.S. Keep pushing the boundaries of sustainable and inclusive packaging design. Remember, every small step counts!
