Package Designer Of The Year: Watt edges out competitors by a hair

The watt Design Group, Spencer Francey Peters and The Thomas Pigeon Design Group, all of Toronto, were the top three contenders in Strategy's second annual Package Designer of the Year competition.The Watt Design Group, which edged out second-place finisher Spencer Francey...

The watt Design Group, Spencer Francey Peters and The Thomas Pigeon Design Group, all of Toronto, were the top three contenders in Strategy’s second annual Package Designer of the Year competition.

The Watt Design Group, which edged out second-place finisher Spencer Francey Peters by a mere four one-hundreths of a point, topped a field of 11 competitors.

Close

From start to finish, the contest was close.

In fact, there was less than a one-point spread between the top 10 firms.

The competitors, which were chosen on the basis of an informal poll of peers and clients, plus Strategy’s own observations of their work, were scored by a panel of six marketers on the basis of a prepared submission.

Each company was asked to submit one design in each of three categories: food and beverage; cosmetic and drug, and household goods.

Written rationale

They were asked to accompany each design with a written rationale that outlined the marketing challenge at the outset and explained how the design resolved that challenge. (See page 39 for the full brief provided to the competing firms.)

The judges were asked to assess the designs on the basis of demonstrated strengths in marketing thinking and creative execution.

This was not a contest of packaging aesthetics, they were told, but an assessment of packaging that helped solve business problems.

Versatility

And while it was not an absolute requirement that the design firms submit designs in each category, the judges were asked to look for versatility in the firm’s ability to work in different product categories.

The judges were sent the submissions separately and given one week to return their scoresheets.

Each firm was scored out of a possible 10 points.

Since the scores were so close, Strategy has elected to publish the entries of the top six finishers – The Watt Design Group, Spencer Francey Peters, The Thomas Pigeon Design Group, Shikatani Lacroix, Russell Design and Ken Koo Creative – at the top of the report.

A single design by each of the remaining firms follow in alphabetical order: Corporate Visuals, Flight Path Design & Communication, The M2000 Group, Taxi Design and Taylor & Browning.