
The Pentawards, dedicated to recognising global packaging design excellence, today launched its 19th annual competition introducing an enhanced feedback system and announcing the addition of Sebba Alqetrani, Director of Sustainable Packaging, MAC Cosmetics and Adjunct Professor at FIT and Flora D’Souza, Sustainability Manager at UPM to their 2025 jury.
This year's Jury, comprising 55 design experts from 20 countries, will play a critical role in the new feedback feature. Jury-led, personalised, written feedback will now be provided in the first phase of judging to non-shortlisted entrants, enabling them to better understand what they may have done differently or where they might have been able to improve their designs or entry.
Exclusive to non-shortlisted entries for 2025, the new feature is set to extend to winning and shortlisted entries soon, becoming part of the standard feedback system alongside the existing Pentawards Excellence Score that helps entrants identify areas of improvement and success via a numerical scoring system.
Head of Pentawards, Adam Ryan, said: “We know that entering our competition takes time and effort, so we wanted to enhance our feedback system to give back more to entrants on their entries. So alongside our Pentawards Excellence Score, we are introducing written feedback, which will first be rolled out to those who have not been shortlisted in the first round. This feature will allow these entrants to have more honest insight into what the jury were impressed by, and what they think could be improved.”
Pearlfisher’s Sustainability and Materials Lead, and Pentawards Sustainable Design judge Suzy Shelley said of the new jury members: "It’s great to see some new sustainability experts joining the Pentawards Jury line-up for 2025. With the likes of Kendo Beauty, MAC Cosmetics and materials experts UPM, there is a great wealth of expertise and experience in the Sustainable Design Jury members, which are perfectly placed to judge the entries into the Sustainable Design categories. I can’t wait to see what comes in for 2025 and what new insights and trends become apparent in this category”.
Last year, This Way Up (UK) scooped the Diamond award in the sustainability category for their new edible packaging solution developed to replace the plastic wrapper and keep perishable goods fresh.
Woola (Estonia) was also recognised for its Wool Gusset Envelope innovation, which makes use of the 200,000 tonnes of wasted wool in Europe each year. The sustainable mailers are intended to replace its plastic bubble incumbent as a versatile and resilient packaging solution for fragile products.
Any brands and agencies wanting to enter can find out how here, as well as find out more information such as costs and the competition timeline. The 2025 competition window will close 28 March 2025, with first round results announced at the end of May and final results announced at the Pentawards Gala in October 2025.
A reduced launch rate will be valid until 24 January 2025 and the super early bird entry rate has an extended timeframe from 27 - 31 January 2025.