With its cigar packaging for Davidoff Yamasá, the company PAWI has won the Pro Carton ECMA Award 2017, which is one of the most coveted awards in the packaging industry, in the category Non-Food.
Youtube Video: PAWI - Winner European Carton Excellence Award 2017
Cigar aficionados are looking for new and exceptional taste experiences and packaging; design aficionados were looking for new packaging that defines the interplay between the form and function of packaging in an innovative and surprising way.
The plantation where the tobacco for the wrapper and binder for Yamasá’s cigars come from also looks impressively different. The master blender at Davidoff had a vision. The logo of the line – a star – symbolizes this vision, which became a reality. That is why the promotional packaging of the cigar line is also shaped like a star.
The packaging combines five folding boxes shaped like rhomboids. They are connected with a plug connection and can be folded together to form a star. The entire packaging ensemble or individual cigars (separated from the ensemble) can be handed out. Designing packaging for premium products is a balancing act. On the one hand, packaging should reflect the “stable” values a brand stands for. On the other, its appearance needs to offer something surprising and trigger an “I want” reaction. Strong brands with a high memory value and a clear profile do not need to incorporate a lot of their brand into their design to create associations with the brand. The packaging presented here illustrates that as well. It has just enough Yamasá and Davidoff to identify the brand and many more surprising elements that trigger consumer desire. And that is goal of packaging.
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