Desire, scale, and superheroes – insights from the Pentawards Festival
Rob Alderson looks back at this year’s Pentawards festival in Paris, where design executives from brands such as Pepsi, Nestlé and Diageo shared an eclectic range of views.
Rob Alderson reflects on a key debate at the Pentawards Festival: can sustainability coexist with desire in packaging design? Jeremy Lindley (Diageo) believes that designers need to make sustainability more appealing, while John Glasgow (VAULT49) welcomes the industry’s positive move towards more sustainable luxury.
According to Rob Alderson, giants such as Nestlé and Carrefour have to reconcile visual impact and mass production, despite having small design teams. He highlights Nestlé’s methodology, which restructures its briefs and feedback to optimise its creative process.
