We’re proud that the international Pentaward jury awarded our packaging concept for A-dam Underwear with a Silver Pentaward 2018. Our Creative Director Marcel Verkaik and Designer Henriëtte Lauridsen attended the official ceremony at the great Guggenheim Museum in New York on September 6th, 2018.

Our team enjoyed collaborating with the A-dam guys creating this packaging. The five young entrepreneurs of A-dam Underwear strive to make the best men’s underwear ever made: handmade, premium quality, perfect fit and made of organic cotton only. Their former pack wasn’t good enough to support this ambition and realize significant growth. We created the new ‘tongue-in-cheek’ packaging design, which reflects and reinforces A-dam’s brand identity: stylish, modest and responsible outside, but with a brave, naughty and humorous spirit inside. Next, to a key creative conceptual spark, we managed to solve some practical issues on the structural side of the pack. On top of these quality improvements, we realized a considerable cost reduction compared to this packaging’s predecessor.

The Pentawards is recognized as the most prestigious worldwide competition exclusively devoted to packaging design. No less than 55 different categories allow any packaging to compete and be judged against similar creations. The jury selects the winners based on the creative quality and the marketing relevance. Their recently announced partnership with Easyfairs will allow them to expand the reach of the Pentawards.