2020 Red Dot Brand and Communication Design Award-Red Dot Supreme Best of the Best

On October 23, 2020, the German Red Dot Award, known as the “Oscar” in the design industry, announced the 2020 Brands & Communication Design Award. This year, 4170 works from 52 countries participated in the award. Competition for awards.

This year's Red Dot Brand and Communication Design Award has selected a total of four red dot prizes-Best of Best.

The following are the award-winning works of Red Dot Supremacy shared by Bao Xiaobian from the official website of Red Dot:

Judith Beck Wines

Client: Germany, Judith Beck GmbH, Austria Gores

Design: Heimat Wien, Vienna, Austria

Project team: Simon Pointner (creative director), Philip Krautsack (creative director), Robin Kappacher (text), Katharina Handlos (graphic design), Markus Wieser (advertising director), Stefan Schäffer (digital concept), Andreas Leitner (illustration)

Introduction: Austrian winemaker Judith Beck (Judith Beck) is known for his rich wines. This group of bottle designs not only have a unique appearance and can be noticed at a glance, but also allows the vines to interact with consumers' hearing in the form of voice recognition marks.

The designer first designed the labels for the three bottles. The label uses the same black and white color scheme as the cardboard, depicting abstract artistic illustrations. These illustrations are actually barcodes, which can lead to a dedicated website when scanned with a smartphone. Therefore, each of the three label illustrations can listen to the special story behind the wine.

For example, the profile picture on the label triggered Judith’s story, and it was not until she started to make her own wine that she found her direction in life. You can hear a story by scanning the QR code on each bottle.

Comment from the jury: This work provides innovative ideas for packaging design to a well-known wine brand. And "talking wine" is not a gimmick, through smart labels with barcodes, audio files of these "talking wines" are indeed generated. In addition, the illustrations on the label are also very beautiful, this design concept is very impressive.

LIDL Retsina wine

Client: LIDL HELLAS, Thessaloniki, Greece
Design: Caparo, Athens, Greece

Introduction: Retsina wine has a history of more than 2,000 years. It used to be the favorite of ancient Greeks, and it is still one of the most popular wines in Greece today. In order to establish contact with the new generation of young people, the design of this wine label and illustration adopts traditional holiday elements, regardless Greeks of any age will have emotional resonance with this. These images show a sense of happiness and innocence. By depicting the celebration of Dionysus in ancient Greek festivals, and adding images of modern painters who have contributed to the spread of Greek culture, Retsina's long history from ancient times to the present history. These vines and grapes, as well as the lute player and the pattern, together create a strong sense of Greek holiday.

Comment from the jury: In order to make the label of Greek wine unique, there are clever ribbon decorations above and below the information. These illustrations are inspired by the bright sunshine of Greece and the lifestyle of Greeks who like music, wine and dancing. These illustrations visually shape the brand image of Retsina as a classic brand with a long history.

Pocky THE GIFT

Client: Ezaki Glico Corporation, Osaka, Japan
Design: Tokyo Dentsu Company, Japan

Introduction: For decades, chocolate bars have been Japan's best-selling chocolate snacks. Children and teenagers especially like them because chocolate bars can be shared with friends. In order to be more attractive to the target group, Pocky has launched a stylish new packaging (currently only sold in high-end stores and sales outlets). This simple rectangular packaging design reduces the cost of printing and this part of the savings The money is used for channel distribution. With its simple and colorful appearance, this product has attracted people's attention, and consumers are willing to buy it actively or give it to friends as a new online celebrity product.

Jury comment: The redesign of the classic Pocky chocolate bar packaging is a good example of a new design for a specific target group and a good effect. The new packaging adopts eye-catching color matching and minimalist aesthetics as the design concept. This design is not easy to be outdated, and it gives consumers some fresh feelings about classic brands.

Brooklyn Soap’s Advent Calendars 2020

Client: Brooklyn Soap Company, Hamburg, Germany

Design: Brooklyn Soap Company, Tichogen Studio, Hamburg, Germany

Project Team: Brooklyn Soap: Nico Liebetanz (Creative Director) Viktor Dik (Marketing Director) Michael Rademacher (Photography) Felix Ermer (Strategic Planning) Lukas Görlitz (Editing Work) Tobias Tietchen (Illustration), Studio Tietchen

Introduction: Brooklyn Soap Company operates in Brooklyn, Germany, focusing on men's beauty products. Most of its formulas use natural ingredients and intentionally reduce the use of plastic ingredients. This brand also attaches great importance to tradition, so there are some holiday elements in the packaging design. The pattern on the box is inspired by American billboards in the 1950s, illustrated in a neo-traditional style and hand-colored.

Jury comment: The soft color combination of this group of packaging design presents a striking appearance. Moreover, it also implies the natural product ingredients. The hand-drawn illustrations are lively, concise and powerful.

The Red Dot Award was founded by the famous German design association and is well-known in the design world. It is committed to selecting outstanding creative works from all over the world and covering all walks of life. The awards are divided into the Red Dot Product Design Award (Product Design), the Red Dot Brands & Communication Design Award (Brands & Communication Design) and the Red Dot Design Concept Award (Design Concept, operated by the Red Dot Singapore team).

（Extracted from the Internet, tort deletion）