University design students from across the UK have been judged and shortlisted by a panel of FMCG brand marketers, designers and research experts for the design research competition, Design in Sight.
Entrants have submitted research and design to re-brand iconic products for the future.
Run by design research agency The Big Picture, the competition was spanned across 25 universities and students had a choice of 20 brands which included Andrex, Maltesers, Dove, Häagen-Dazs, Daddies Sauce and Malibu.
Judges included David Cousino, global consumer marketing insight director, skin care and pitch at Unilever, Dan Germain, global head of brand and creative at Innocent, Andrew Barraclough, vice president of design at GlaxoSmithKline, Paul Taylor, executive creative director & partner at BrandOpus and John Cassidy, managing director at The Big Picture.
The entries have been judged on thoughtfulness and creativity, strength of insights gained, vision and clarity of design brief based upon research and brilliance, impact and distinctiveness of design execution.
Simon Pollock, consumer insights director at General Mills, said: “It was inspirational to see how the designers captured and communicated the insight and how this led them to their design solution.”
Paul Taylor, executive creative director & partner, BrandOpus, added: “It is refreshing to see a student design competition that recognises the importance of effective research and consumer insight in the context of creating big ideas and great design.”
The winners will be announced in June.
Article taken from Packaging News - http://www.packagingnews.co.uk
Waqas Qureshi - April 2014.