Thomas Squire — Leeds, UK

"Packaging with a unique personality is essential. Personality has the potential to show what is unique about a brand, and unfortunately this is often ignored due to the competitive nature of legibility and shelf shout."

Originality, character and memorability are at the heart of great brands and, of course, great packaging designs. A successful packaging-design concept should be adaptive, allowing room for development of a new line, product variation or even a sub-brand.