A HOLDER for carrying cupcakes, designed by Sheffield Hallam University, has taken a top prize at the UK Packaging Awards.
Judges at the packaging industry showcase said the holder created by the University’s in-house design consultancy, Design Futures, broke the mould for innovation, naming it Cartonboard Pack Of The Year.
Design Futures created the cradle-style package for Sheffield company Fancie after the firm realised people were often purchasing cupcakes from its newly-opened Meadowhall store to eat on-the-go.
Fancie challenged Design Futures to create a package that would promote the brand and be intuitive for the consumer in addition to protecting the product and being easy for staff to assemble.
One judge described the pack. printed in just one colour and made from a single sheet of board, as “stunning,” adding that it had “huge potential to expand into other categories”.
The pack was “innovative, convenient and different,” while also being cost-effective.
Design Futures creative director John Kirkby said: “To be a winner at the UK Packaging Awards is fantastic.
“The competition was very strong and included world leading packaging companies and brands. To win with a pack made for a local Sheffield company made it even sweeter.
“Our consultancy prides itself on working with local businesses to improve products and the Fancie cupcake holder combines intuitive design with a clear business need.
“This design is simple and can be easily assembled using just one sheet of cardboard. But it’s deceptively skilful as well, combining Fancie’s excellent branding and our design dexterity to make something that is truly innovative in the packaging world.”
Fancie director Amanda Perry said: “I found working with Design Futures a pleasure and a valuable learning experience.
“Their knowledge of the industry, plus understanding of small business budgets meant that we were able to find solutions which are both practical and beautiful.
“Our packaging has become iconic in Sheffield and helped grow our brand, neither of which could have been achieved without their help.”
Design Futures was also a runner-up in the Best Repackaging of A Brand category for their work with Doncaster-based company, The Tea Experience, while the five-person team was also shortlisted for the Design Team of The Year award.