Liban­pack: Pack­ag­ing De­sign Mat­ters

ArabAd - - DESIGN -

Pack­ag­ing de­sign has be­come huge in the past few years as com­pa­nies are re­al­is­ing that good pack­ag­ing equals in­creased sales and build cus­tomer loy­alty.

As brands con­stantly search for pro­mo­tional ideas to cre­ate im­pact, con­nect with con­sumers and form or firm-up emo­tional re­la­tion­ships with their cus­tomers, it is only the bolder ideas that are get­ting cut-through. Ideas that need to stand out in store to give the branded prod­uct the on-shelf vis­i­bil­ity it de­serves. Pack­ag­ing also has a ma­jor role to play in de­vel­op­ing a brand’s iden­tity. Not only is the de­sign of the pack­ag­ing im­por­tant, it’s func­tion­al­ity must also serve a pur­pose for both the con­sumer and the shop­per.

When Liban­pack, the Le­banese Pack­ag­ing Cen­ter, set about the task to launch the Stu­dent Starpack com­pe­ti­tion, they looked to en­cour­age de­sign stu­dents to fo­cus on this area of brand­ing, in­her­ent to a brand over­all cor­po­rate iden­tity.

The event has gained a lot of trac­tions since its launch seven years ago and has ex­tended to the re­gion with the sup­port of UNIDO in 4 main Arab coun­tries. In­deed, this year, 400 uni­ver­sity stu­dents from Le­banese, Egyp­tian, Tu­nisian and Moroc­can lead­ing uni­ver­si­ties have par­tic­i­pated in the con­test, which was or­gan­ised with the sup­port of the As­so­ci­a­tion of Le­banese In­dus­tri­al­ists (ALI), and UNIDO (United Na­tions In­dus­trial De­vel­op­ment Or­gan­i­sa­tion).

Ac­cord­ing to Soha Atal­lah, Liban­pack Di­rec­tor, the com­pe­ti­tion re­in­force the role of Liban­pack in spread­ing and im­prov­ing the pack­ag­ing po­si­tion­ing in the Le­banese and Arab in­dus­try. Fady Ge­mayel, Pres­i­dent of ALI (As­so­ci­a­tion of Le­banese In­dus­tri­al­ists) and Pres­i­dent of the Liban­pack stated that the com­pe­ti­tion is an im­por­tant oc­ca­sion to un­leash the cre­ativ­ity and in­no­va­tion of Le­banese and Arab Stu­dents. He also high­lighted the mar­ket­ing role that pack­ag­ing is play­ing to im­prove the com­pet­i­tive­ness of na­tional prod­ucts.

Chris­tiane Saab, mem­ber of the Judg­ing panel of Starpack and Head of De­sign at Im­pact BBDO ex­plained to the au­di­ence the judg­ing cri­te­ria that was adopted to grade the stu­dents projects and how win­ning projects where se­lected. Top three win­ners were se­lected from the four par­tic­i­pat­ing coun­tries. The com­pe­ti­tion was di­vided into three cat­e­gories: the vis­ual pack­ag­ing de­sign cat­e­gory, the struc­tural pack­ag­ing de­sign cat­e­gory and a new cat­e­gory 'save the food'. Fur­ther­more a prize for cre­ative Pack­ag­ing de­sign was awarded by Uni­pak. Three Win­ners from each par­tic­i­pat­ing coun­tries were an­nounced as well as a Pan Arab Win­ner for the vis­ual and struc­tural cat­e­gory.

June 2016

Win­ners on stage

Dina Aoun- RHU Deb­bas Light­ing and Elec­trome­chan­i­cal Con­tract­ing Com­pany Win­ner of Save the Food Prize From Le­banon Dalia Si­b­lini USJ A new pack­age that in­cludes an easy­toopen and re­seal­able cover with an open­ing for easy pour­ing of flour.

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