Packaging is an important aspect of a brand and its heritage. It is what the consumer connects with first of all – whether purchasing a pack from a store or recognising an advert on an outdoor poster or visual media. However, over time pack designs and products need to evolve to remain relevant to suit not only the consumer future needs and expectations but also the manufacturers’ future aspirations (such as environmental and sustainability) while keeping true to the brand heritage.
The Brief
We want you to design the next generation packaging for Lucozade (Sport or Energy – your preference).
The design needs to suit/fit the brand proposition/ usage (eg. the delivery for Sport will be very different to that for Energy). We want you to be as creative as possible with your design and concept generation stage but also keeping in mind the product delivery, ergonomics of pack handling and potential other value add features for the consumer. It needs to be a good, positive, fun experience and one that they will want to keep repeating as well as sharing with their connections!
Points to consider
- Any caps used on design need to be tethered to the container
- Pack/ bottle decoration to only cover a maximum of 50% of the surface area
- Ergonomic considerations
- Consumer drinking experience
- Package needs to be reclosable
- In home use considerations, eg. fridge storage
Materials to be used
All materials suitable for functional beverage containers can be used (eg. metal, glass, PET, board etc). Materials need to incorporate sustainability elements , for example recycled content needs to be present in the package, the weight of the material used should be optimal (not excessive) and the container has to be fully recyclable at the end of use to feed into the circular materials recycling/ reuse loop. Materials used for closures, decoration and other elements required for the package need to be sustainable options compatible with the appropriate recycling processes (from collection through separation and recycling).
Entry Guidelines
Submission details
Entries must include uploads of the developments boards and photographic evidence of the final model
The 4 A3 development boards uploaded as a single PDF document should include the following:
- Research board
- Design exploration board
- Net of recommended design solution.
The photographic evidence should be uploaded as a single PDF document and should:
- Showcase the front, back and sides of the model
- Be shot against a white background and in focus. These images will be used in the Starpack Competition book and potentially for additional promotion
- A maximum of 4 images should be uploaded
- For students who are unable to supply a final model, 3D renderings and drawings are accepted.
Development boards must not show the entrant’s name or University or College.
Dates & Conditions
- The project names submitted at the time of entry will be printed as typed, if there are any errors and certificates/trophies need replacing, then the entrant will be liable for these costs.
- If you are not able to attend the ceremony in person or the ceremony becomes virtual, certificates and trophies will be sent by post to the entrants to the mailing address listed in the entry in late June 2025.
- Please make sure you have access to the mailing address past term times. If you are unsure, please enter your home address.
- IOM3 is unable to issue replacements for certificates/trophies sent to wrong addresses.
About the Entry
Judging Criteria
What the judges are looking for:
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Originality and aesthetic qualities of the design, with consideration to commercial viability.
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How the pack delivers the benefits to consumers and that the functionality has been considered as much as the branding.
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The quality of portfolio, which must include evidence of research and the development of the design.
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Designs which demonstrate awareness of environmental issues, through economic use of the material and recyclability.
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Please also check out our past winners to see the standard of work required for winning entries.
Prize
The winning design will receive a selection of LRS products and branded merchandise.
Trophies will be presented to Gold, Silver and Bronze entries.
Highly Commended entries will receive a certificate.
About Suntory (Lucozade Ribena)
Suntory is a global drinks company producing a range of soft drinks across Europe, including iconic brands such as Orangina, Schweppes, La Casera, Ribena, Lucozade and Oasis.
At Suntory sustainability and the our environmental impact is hugely important to us. This is underlined by our ambitions packaging strategy to make all our primary packaging 100% recyclable and introducing 100% recycled PET content in our bottles for all our big brands.