For the 14th edition, Pentawards, the major packaging design competition, received more than 2,000 entries from 60 countries on five continents. And it is the vodka bottle created by the American Air Co that is the winner of the winners, winning the Diamond - Best Of Show Award.
Air Co, a company based in Brooklyn, New York, which presents itself as the most sustainable alcohol brand in the world, with a negative carbon footprint, thanks to a manufacturing process that emits oxygen into the atmosphere. It is both reusable and 100% sustainable.
And the judges were unanimous: the Air Co packaging is just as much "cutting-edge" , "modern" and "transformer" than the brand itself.
The labels placed at the top and bottom of the bottle allow the product to be highlighted. They are minimalist, made to measure and the glue used makes it easy to remove them in order to use the bottle for other purposes such as a water bottle, flower vase or candle holder.
For Clem Halpin, president of the jury and former creative director of the English marketing agency Bulletproof, "we're talking about the future of luxury and sustainable luxury."
"Air Co looks like it's opening a new design page. The packaging itself is beautiful and really represents its fantastic story. The whole thing is revolutionary." adds Steve Honor, head of design and visual identity for Europe and Africa at the English agency Diageo.
