The concept of designing an iconic package, a package that in its essence becomes a signature part of the overall brand, is something of a holy grail for brand managers and packaging designers alike.

The stories of their origin become the basis of packaging design urban legend, their design, not to mention the product held within, strikes an emotional connection with the public. That spark grows over time into loyalty, and even nostalgia.

Iconic packaging designs continue to dominate their respective categories in today’s market, and have been an integral component in retaining market share from the rise of generic supermarket offerings. It is however still vital for iconic brands and their packaging to continue to innovate to remain relevant in an ever changing consumer environment.

ICON - A Decade of Iconic Packaging Design - celebrates ten years of the Cormack Innovation Awards promoting innovation and design within the Packaging Industry.
Focusing on one product within the Beverage, Food, Chemical and Cleaning, Personal Care or Pharmaceutical market students are to design and improve upon an iconic consumer package that demonstrates:

1. An understanding by the student of what constitutes an iconic packaging design
2. A distinct transition of the current design into a progressive and relevant format for the modern consumer market
3. A package which demonstrates a sustainable market advantage, whilst still retaining all fitness for purpose and  key branding aesthetics

Designs must incorporate whole of pack but must have a closure system, seek to reduce excess packaging where possible, contain at least one element of the closure system in plastic, show innovation and contemporary design, acknowledge the revised National Packaging Covenant guidelines and consider the cost of manufacture.

Designs should demonstrate how they will continue the iconic packaging cues whilst advancing the product into the next decade of market leadership.