Designing with impact: how Pentawards is championing purpose-driven packaging

Packaging design has never been just about looking good. While striking visuals catch the eye, the best designs go further, communicating key messages, solving real-world problems, and even supporting social or environmental causes. That’s the philosophy behind ‘Designing with Impact’, a central theme of Pentawards’ latest trend report.

Now in its 19th year, Pentawards is the leading global platform for packaging design, having judged over 36,000 entries from 95+ countries. With a front-row seat to industry shifts, they’ve seen a growing demand for packaging that does more than sit pretty. Designers and brands are rethinking the role of packaging, using storytelling, material choices and design details to leave a lasting impression, not just on consumers but on the planet too.

Last year’s Pentawards winners highlight packaging projects that challenge conventions and push the industry forward. Some designs break the mould visually, while others rethink functionality or champion sustainability. Take Raras by Kids, which repurposes oddly shaped wine bottles that would otherwise be discarded into a packaging concept that funds rare disease research. Or OT Condoms, designed not just to package a product, but to educate consumers about gender inequality in Kazakhstan. These projects show that packaging can be more than just a wrapper — it can tell a story, solve a problem and create meaningful change.

To reinforce this shift, Pentawards recently introduced a Design with Purpose category, recognising packaging that actively supports social or environmental causes. Originally launched as a one-off award in 2023, it became a permanent category after overwhelming demand. “Adding this category is incredible,” says jury member Anita Kuit, creative director at PKDG. “It highlights packaging that puts purpose before aesthetics, before commercial value. It needs passion, belief, a certain selflessness.” The projects recognised in this category go beyond traditional expectations of packaging, whether by offering an additional benefit to the recipient or supporting a wider cause.

Pentawards’ commitment to impactful design extends beyond its competition. This year’s festival was dedicated to exploring the role of packaging in shaping culture, consumer behaviour and environmental responsibility. Expert speakers broke down how design choices, from materials to messaging, can influence perception and drive positive change. The event brought together creatives from across the industry, reinforcing the idea that design can be a tool for transformation.

Beyond recognition, entering the competition means becoming part of a global creative community. The Pentawards network connects designers, brands, agencies and manufacturers, offering a space to exchange ideas, gain industry insight and get feedback from leading experts. Winners receive global exposure, but even non-winning entries contribute to the conversation, with many featured in the annual trend report.

Right now, Pentawards is in the final stretch of its 2025 competition. For packaging designers looking to gain industry recognition, this is a chance to showcase work, receive expert feedback and be at the forefront of shaping future trends. Submissions close on 28 March. Ready to make an impact? Enter now.