At its annual congress held on September 15 in Poland, the European Carton and Flatboard Manufacturers Association, ECMA, unveiled the winners of the design competition it organizes with its counterpart Pro Carton, the European Carton Excellence Award 2022.
The judges awarded the most prestigious title, Carton of the Year, to the cherry tomato package from Dutch manufacturer Rutgers Printing & Packaging Solutions. The folding cardboard box, which reveals the product through tomato-shaped holes, is, according to the judges, a "a masterpiece of design that is both basic and durable" which presents "a perfect balance between maximizing product visibility and maintaining rigidity".
The sustainable look comes first from its material: a recyclable virgin fiberboard from paper maker Stora Enso with a smooth white exterior and unbleached interior.
Thanks to its design, the case is easily closed with a click even after several uses by the consumer and it is possible to place more beverage containers on a pallet than traditional plastic models. Moreover, after use, the packaging can be completely flattened and put in the recycling circuit of cardboard.
The jury, including branding and design consultant Satkar Gidda, packaging designer Susanne Lippitsch and Unilever global packaging director Sanjeev Das, emphasized the simplicity of the one-piece design, which allows the case to be opened with one hand.
"We also liked its overall presentation, which ensures high performance at the point of sale and even at home. Airflow is structurally enhanced by the cherry tomato-shaped perforated holes, extending shelf life. And it's a one-piece construction. For all these reasons, we felt this pack deserved to be the carton of the year." commented the jury.
