Fab Winners 2013
The 15th annual Fab Awards – which celebrates creative excellence in international food and beverage – took place in London this week.
Fab's Agency of the Year award went to integrated creative agency JWT London for its work with British bread brand Hovis, Nestle's chocolate brand Kit Kat and global soft drinks giant Coca-Cola. Brand of the Year went to fast-food chain McDonald's, which earned 10 category wins for multiple campaign efforts. These included its We All Make The Games television spot, conceived by Leo Burnett London.
In the packaging arena, UK packaging agency Springett's Brand Design Consultants received a Fab award for Packaging Design for its Posh Birds design, while London-based B&B Studio took a Packaging Design award for its Slamsey's Fruit Gin packaging solution.
Brand strategy and design consultancy Webb deVlam took Fab/Fabulous awards for its innovative Electro packaging work for UK gin brand Bombay Sapphire, which features an illustration produced in electroluminescent ink that lights up via an electrical current conducted from a battery at the bottom of the pack. Dominic Burke, creative director at Webb deVlam, told UK design website Design Week: "This is a first in the packaging market... We aim to keep raising the bar with each design in this range."
In a bid to capture consumers' attention in saturated market segments, future-forward brands are leveraging tech-enhanced packaging as a dynamic tool to add interest, excitement and connectivity to static products. For further validation, see Heineken's Smart Packaging and Tech-Enhanced Packaging for cross-sector iterations.