Pentawards, the global benchmark for packaging design excellence, today opens its 20th annual competition — marking 20 years of championing innovation, creativity and craft in global packaging design. To coincide with this milestone year, Pentawards is introducing a new PR & Influencer Gifting category and revealing new additions to its international Jury for 2026.
The competition continues to recognise outstanding packaging design from across the globe, welcoming entries from brands, agencies and independent designers working across every sector of packaging.
The new PR & Influencer Gifting category recognises packaging created specifically for PR mailers, influencer gifting and brand experiences designed to be sent, shared and experienced beyond traditional retail environments.
A global jury for a milestone year
The 2026 Jury is made up of 54 packaging design experts from 21 countries, spanning the globe from the US and Colombia to Japan, India, Singapore and Spain.
New jurors for 2026 include Amélie Phulpin, Luxury Cosmetics Packaging Director for Gucci and Burberry at COTY; Lukas Brza, Structural Packaging Manager at LEGO; Fabian Johannes Fischer, Senior Global Innovation Manager at Jägermeister; Maisie Benson, Design Director at JKR; Muriel Schildknecht, Executive Creative Director at Lonsdale; Alex Center, Founder of Center; and Sunnie Guglielmo, Design Director at PepsiCo Design.
20 years of packaging evolution
Adam Ryan, Head of Pentawards, said: “Reaching our 20th anniversary is a significant milestone for Pentawards and for the global packaging design community. Over the past two decades, we’ve seen packaging evolve in where and how it’s experienced.
“The introduction of the PR & Influencer Gifting category reflects how brands are using packaging today, not only on shelf, but through PR, influencer and social-first experiences. As we open the 2026 competition, we want to celebrate how far the industry has come while continuing to challenge what great packaging design can be.”
On being part of the 20th anniversary jury panel, Sunnie Guglielmo, Design Director at PepsiCo Design, said: “Judging in Pentawards’ 20th anniversary year is a real privilege. The competition continues to showcase the range of thinking, craft and care that goes into great packaging design, and it’s exciting to see categories evolve in line with how packaging is being used and experienced today.”
With Marc Powell, Global Accessibility Centre of Excellence Lead at Unilever on the jury again for 2026, Pentawards will also continue to strengthen its focus on accessibility in packaging design, ensuring accessibility considerations are reflected across jury expertise and judging.
Any brands, agencies or designers wishing to enter can find full category details, costs and competition timelines here. The 2026 competition window will close on 27 March 2026, and a reduced launch rate will be valid until 23 January 2026.