Entries are now open for the 2025 edition of the prestigious ADF Innovation Awards, launching the search for the year’s most exceptional packaging innovations, with winners set to be revealed at Paris Packaging Week on January 28 & 29, 2025.
Brands and packaging suppliers who brought products to the European or international market in 2024 are encouraged to submit their aerosol and dispensing system packaging innovations.
To celebrate the launch, ADF spoke with jury members Arnaud Steiner, R&D packaging director at Virbac, and Leopold Werdich, former managing director at Tubex Packaging, to explore what makes a winning aerosol and dispensing pack—both for the ADF Innovation Awards and the broader market.
“Packaging is to a product what a beautiful dress or suit is to a person,” said Werdich when outlining packaging success. “It has to be high-quality and functional. It should also be recognisable as part of the brand. For example, everyone in the world recognises a Perrier bottle – it’s familiar and has strong links to brand identity.”
When asked what the key metrics are to measure a pack’s success, Steiner added: “Criteria is varied. Protection and conservation of the product is a primary concern. But a pack must also be compliant, fit for purpose safe, traceable, easy to use, sustainable, and cost-effective. The list goes on. There’s a lot more to a pack than aesthetics.”
On critical design elements, Werdich stated: “I agree, but even so, consumers should experience beauty in their hands. Functionality and eco-credentials shouldn’t get in the way of a delightful experience.”
Steiner responded: “A minimalist design is a good option then. It’s environmentally sound because it reduces materials and complexity.”
Steiner continued: “A simple and refined design can also meet functionality and sustainability needs. Sometimes, the best ideas arise from creators and manufacturers transforming technical constraints into opportunities and ideas. And ‘simple, beautiful, practical, intuitive’, aren't these comments we want to hear from the end user?”
Moving onto the essential trends for achieving packaging success, Werdich commented: “Mono material packaging is the next challenge. It’s more easily recycled and avoids taxation penalties. Rather than, say, 75% aluminium and 25% plastic, a move to single material design is the way forward.”
When asked for their advice for those looking to succeed in packaging, Steiner responded: “Always prioritise the regulatory aspects, including security and compliance, while basing your design on consumer needs. Focus on sustainability, and then use aesthetics and technology wisely. For success, you need good ideas, organisation and collaboration with all the right people in the development phase. The best ideas are often the simplest.”
Werdich added: “I guess the biggest challenge when submitting to the awards is explaining why your solution is unique and why you believe it helps the consumer. What does it aim for? To sell more or contribute to a better life? Your story needs to be told well.”
The PLD, PCD, and ADF Innovation Awards are open to all, free of charge, ensuring accessibility for brands of all sizes.
The judging process is conducted anonymously, without any conflicts of interest, allowing both emerging and established brands an equal opportunity to shine based on the merit of their packaging innovations.
The entry deadline is 8 November, and winners will be announced live in a Paris Packaging Week ceremony on 28 & 29 January at Paris Expo Porte de Versailles.
ADF Awards jury offer insights for applicants
