Oscar dell’Imballaggio 2014: the winners
Five the winners of the competition promoted by Istituto Italiano Imballaggio. This year’s theme was Quality Design and, not by chance, organized in cooperation with the Scuola del Design of Politecnico di Milano. The awards ceremony during the Milan Design Week “Fuorisalone”.
An edition headed by Italian design, that of the Oscar dell’Imballaggio 2014. Not only because dedicated to Quality Design and organized in cooperation with the prestigious Scuola del Design of Politecnico di Milano, but also because featuring in the final “public” part of the “Fuorisalone”: the famous event held alongside the Milan Furniture Fair, the result of an original idea to draw the general public into the orbit of the B2B fair, spreading culture along with public awareness.
Thus, among the locations in the Brera Design District, the Mediateca Santa Teresa in via della Moscova featured the fifteen finalist of the 2014 contest where, April 9th, the five winners were announced, chosen for their design excellence, but also for environmental and technological innovation.
New for the occasion the format of the event sponsored by Conai, Ipack-Ima 2015 and Altroconsumo, introduced by a lesson on packaging design held by Valeria Bucchetti (associate professor of the department of Design of the Milan Polytechnic), inspired by the suggestive theme “Packaging as object. A reflection between design and traces of the day-to-day”. A theme devised along the lines of the register proposed by the Accademia, but also in line with people’s everyday life, faithful to the mission that the Istituto Italiano Imballaggio has taken on, with growing commitment over these last years, to also transmit awareness of the role this tool performs in our world to the end consumer.
Something strongly wished by Angelo Gerosa, current president of the Istituto, as he reiterated during the Oscar ceremony, announcing new undertakings that will be illustrated during the general assembly in the 28th of May in Venice. The first, and most visible «will be to start a packaging reputation campaign through the creation of a consumer website and the use of social channels, that enables an even broader diffusion of the contents all we have done and achieved up to now».
Quality Design: the criteria of judgement
Object of the evaluation of the jury of the Oscar 2014 the design quality of the packaging, understood as the balance and harmonisation of the communicative, structural and functional dimensions of the same. With a particular attention to the receiver/user, special consideration was given to innovations in graphics and in the use of communicative elements designed to express and reinforce brand and product identity, along with associated values like communication serving environmental sustainability.
Equal consideration was also given to the aspects of accessibility and inclusiveness of the packaging: the innovations that facilitate access to and use of the product, this through a clear and attentive communicative-structural articulation and a care for the quality of the information expressed, also within the prospect of a ‘design for all’ extended user base.
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Focus on the winners Oscar dell’imballaggio 2014, in its 57th edition, assigned two awards to Quality Design and and another one respectively to the Special Environmental Section and the Special Technology Section. Plus an important addition: the “Special Overall Award”. The award winning packaging items serve various fields of application, with a preponderance of packs for food & beverage that can be defined as physiological, considered that over 70% of packaging produced in Italy is destined for these two sectors. The representatives of the winning concerns received their awards from Angelo Gerosa, while Valeria Bucchetti read the motivations of the jury. |
 Quality DesignRefilly 200 grammi, Illycaffè Motivation of the jury Refilly is a new type of patented recharge, first and only packaging in 5 layer PP-AL capable of guaranteeing pressurisation. The jury has recognized the role of the refill in “ferrying” the user towards greater environmental awareness. The illy refill in fact introduces the habitual consumer to new actions, who though refuses to renege on the tin. Refilly stands as a virtuous synthesis between technical solutions, aesthetic appeal, efficiency of materials; in particular, it reinterprets the peculiarity, both in shape and in graphics, of the sophisticated illy tin, maintaining a strong link with the brand identity. |
 Quality DesignHelix, Amorim e O-I Sales and Distribution Italy Motivation of the jury Helix incarnates the new twist-to-open concept, creating a high performance solution. A happy marriage between material and elements, it comprises a ridged cork, designed to perfectly fit the bottle, and the especially designed bottle that houses the same. The ridged cork and the mouth facilitate opening and closing, increasing the service content. The care for detail even reaches the preservation of the distinctive “popping” sound when the bottle is uncorked. A sinistra Giovanni Saudati, Sales Director O-I Italy; a destra Carlos Dos Santos, Direttore Generale Amorim Cork Italia. |
 Sezione Speciale TecnologiaLattina Twist Can, New Box Motivation of the jury Three piece twist can, for flat or carbonated beverages, entirely in steel, 56% recycled and reclosable. The jury underlined the safety and hygiene of the steel, and the innovatory character of this container in the beverage sector, thanks to the original structure and the greater service content. The square section that connotes the pack, giving it a solid identity and also enables space saving in the storage and transport phase. Al centro, Ottaviano Lucatello, Presidente New Box SpA |
 Sezione Speciale AmbienteSeparable Top, Tetra Pak Italiana Motivation of the jury The packaging design, including a pre-cut, enables the easy separation of the cap from the container body. Hence it stands as an important progress in facilitating segregated packaging disposal operations and the recycling of stiff polylaminate containers. 
Michele Mastrobuono, Environmental and External Relations Director Tetra Pak Italia SpA |
 Premio Speciale Over AllCryovac Darfresh Fresh+, Sealed Air Motivation of the jury This packaging is the result of a process that from the technical solutions reaches project innovation. It offers the users a pack that is simple but decidedly functional, that guarantees the extension of the shelf life of the product enabling the consumption of single portions without having to open the remaining contents. The multipack, made with lightened barrier film with a skin effect, retains its high performance and is suited for vertical display, thus avoiding waste; also airtight and easy to open. 
Al centro, Tiziano Andreini, District Sales Manager Food Care Sealed Air. |
