Announcing Dieline Awards 2019 Second Place Winners

by Natalie Mouradian on 05/08/2019 | 11 Minute Read

Dieline Awards began as a way to formally recognize the absolute best in consumer product packaging design worldwide, bringing awareness to the immense value that lies in well-designed brand packaging. Now in its 9th year, it has become the standard which brand owners, consumers, and designers turn to for the best packaging design in the world.

Since its inception, Dieline Awards has handed out a grand total of 397 coveted trophies. While this may sound like a lot, the competition is truly the most competitive in the industry. This year alone, Dieline Awards received nearly 1500 entries from over 20 countries around the world, and only 94 received an award. 

Here are this year's Second Place Award Winners.

(You can find our Top Winners here, First Place Winners here, and our Third Place Winners here.)


Second Place: Ecor - Panettone and Pandoro

Metalli Lindberg - Italy

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EcorNaturaSì is one of the largest distributors of organic and biodynamic products in Italy and has over 700 products under its own brand, Ecor. Their Panettone and Pandoro boxes, part of their range of Christmas cakes, are a main feature in their stores when presented stacked all together and make a colourful in-store display during the Christmas period.

Case Study

Fresh Food

Second Place: East Rock Packaging

Fuman - New Zealand

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To speak to a culturally diverse market, we drew inspiration from Asian art forms such as Gyotaku – where a real fish is layered with ink and a print is taken directly from the skin. The logo uses Hanko signature stamps, which are hallmark stamps that signal quality across cultures.

Case Study


Second Place: 3 Friends Ice Cream

Kuudes - Finland

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To stand out better in the freezer we wanted the beloved brand name and number 3 to be more prominent in the visual identity. The typography of the rotating 3 KAVERIA text on the carton was inspired by the street signs in the ancient Italian town of Albenga and brought to life with a custom font.

Case Study

Ready To Eat

Second Place: .calif

Beniamin Pop Studio - Romania

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Calif is an awarded QSR (Quick Service Restaurant) concept for years in a row and a very beloved local food brand in Bucharest, Romania. After 8 years on the market and being the first Kebab Boutique in Romania, Calif decided to do a radical new brand positioning.

Case Study

Oils and Sauces

Second Place: Levantes Family Farm

AG Design Agency - Greece

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Our collaboration was based on the need of creating a visual language for a new product line, holding the family’s values and experiences. From the very first moment, we interviewed all family members. The results set up a very  tight-knit group, with each family member having a clear role and duties.

Case Study


Second Place: Dunkin'

Jones Knowles Ritchie - United States

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We began by identifying Dunkin’s strong toolkit of equities—simplified name; ownable font; bold orange + pink colorways; America Runs on Dunkin’ rebus—and committed to celebrating them with confidence and pride wherever Dunkin’ appears visually.

Case Study

Savory Snacks

Second Place: Sea Man Seaweed Chips

Pearlfisher - United Kingdom

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Our creative idea was to build an iconic identity around the humorous, larger-than-life personality of founder Heine Olsen, to work across all brand touchpoints – from packaging to Heine’s “Seamobile", an old Citroen HY. The fresh, stand-out design challenges the competitive set and establishes a new look for a food inventor that could also unlock the future potential of this entrepreneurial brand and an inspiring, tasty and healthy snacking culture.

Case Study


Second Place: LIFEWTR Series 6: Diversity in Design

PepsiCo Design & Innovation - United States

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Focusing on ‘Diversity in Design’ for Series 6, the brand highlighted how diverse perspectives can enhance our collective cultural experience through the work of Ji Won Choi, Jamall Osterholm, and Daniel Cloke. These three emerging international artists use design as a medium to express diverse backgrounds, share original perspectives, and inspire positive change.

Case Study

Soft Drinks

Second Place: Pepsi Generations

PepsiCo Design & Innovation - United States

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The design strategy for the Generations campaign was to tap into Pepsi’s equity as a dynamic, evolving brand and celebrate its ever-changing expressions that remain iconic today. Each generation of Pepsi fans has an emotional connection to the Pepsi designed in their decade. These fans see it as “their” Pepsi, and reviving these designs brings back an individualized Pepsi moment to loyal Pepsi consumers.

Case Study


Second Place: SIMPLo - One Sip Is All it Takes

Planeta Design - Sweden

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Colour, texture and proportion are utilised harmoniously in order to differentiate SIMPLo’s coffee from a crowded marketplace but also bond its range as a family. And for the coffee shops and bars who use packaging as an integral part of their visual merchandising, SIMPLo is anything but a wallflower. The packaging is just one part of a SIMPLo world, a stimulating place where one sip changes everything.

Case Study


Second Place: ABINBev –Budweiser Freedom Reserve: Red Lager

Jones Knowles Ritchie - United States

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Budweiser challenged us to craft a story of the brand’s American heritage and their philanthropic support of the armed forces, through the pack design of a limited-edition summer beer: Freedom Reserve Red Lager.

Case Study

Wine and Champagne

Second Place: Usual Wines

Karim Rashid - United States

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A wine reminiscent of California’s heritage, reborn it its new form. Usual is the new standard in wine by the glass. With a simple form belying the complex flavor of the wine within, the goal of the design was to preserve the nuanced flavor of the wine, while reinventing the traditional wine bottle typology.

Case Study


Second Place: East Street Cider Co.

Makebardo - New Zealand

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We extended the illustration of the building a full 360° across the bottom of the can. This helped to highlight the horizontal architecture of the building and allowed consumers to discover the entire building when rotating the packaging. Additionally, it created strong visual impact at shelf - when several flavours of cans are combined, it creates the illusion of the construction of the building.

Case Study

Clear Spirits

Second Place: Autograph Gin

Old Friends Young Talent - South Africa

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On the local and global stage, the gin market is saturated with a multitude of craft variations. Provenance in this category is extremely hard to achieve. We needed to find a way to differentiate Autograph Gin in an already oversaturated category and present a sipping gin at a premium price point. Rather than owning one specific aspect of gin, we claimed and leveraged the history of the entire category.

Case Study

Dark Spirits

Second Place: Bacardi

Here Design - United Kingdom

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In a move to appeal to a more curious and engaged spirits consumer, and supporting the premium nature of the liquid within, the Añejo bottle incorporates details of the rum’s ageing process for the first time. We selected a textured paper stock for the certificate-style label, showcasing the authenticity of the product and reflecting the credibility of the Bacardí brand.

Case Study


Second Place: Zoma Cannabis

Pavement - United States

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As a certified-organic cannabis line, the identity sought to illuminate the connection of the cannabis plant to the earth and healing through symbols of alchemy and sacred geometries. With a blind embossed illustration of Mother Earth paired with gold foil flourishes, the brand feels opulent and indulgent, yet grounded and calming.

Case Study

Personal Care

Second Place: Caracalla Cosmetici

CaroselloLab - Italy

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We wanted to create a clean look and feel, using elements taken from ancient Rome’s visual tradition and mixing them with the contemporary style of luxurious organic products. In particular we found it interesting to have typography inspired by Trajan columns, patterns inspired by the floor mosaics of the Baths of Caracalla and the lines inspired by marble textures.

Case Study

Health Care

Second Place: Equre

Repina Branding - Russian Federation

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The idea of the cult realized in the design of the package. The basis of the visual idea was to use totems in the Art Deco style, which are designed to protect the purity and health of teeth. Each line has its own totem. The premium brand quality of the product is supported in the package: Equre toothpaste is not available in traditional tubes, but in cosmetic bottles with dispensers.

Case Study


Second Place: Miller Harris Scarves

Jones Knowles Ritchie - United Kingdom

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Miller Harris is well-versed in working with, not against, nature. The brand’s fine fragrances are the result of sourcing and preserving the most exquisite, delicate raw materials, then adding a twist of London eclecticism. Following this thread, we landed on the idea of 100% silk twill scarves. Inspired by the Japanese art of furoshiki, they could be wrapped, reused and worn in a seemingly endless number of ways, making them as uniquely personal as perfume and good for the planet too.

Case Study


Second Place: Hanleys

Milk Brand Agency - New Zealand

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Hanley's is a brand built on values, a completely genuine story about an owner and her love for animals and their well-being. Our identity needed to reflect this natural simplicity. Thus we chose natural raw photography showcasing animals in their everyday surroundings, doing things that dogs like to do. Colours, photography style and raw paper stocks represented where Hanleys is from - the South Island of New Zealand.

Case Study

Games and Sports

Second Place: Beer Socks

Luckies of London - United Kingdom

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The packaging has been carefully crafted in custom pull tab cans to look like a trio of beer cans. The artwork has been inspired by traditional brewery graphics and, the socks themselves also take inspiration from beer, depicting three refreshing flavours: Ale, Lager and Stout.

Case Study

Technology and Self-Promotion

Second Place: Sonos Packaging Platform

Sonos, Inc - United States

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Sonos has launched a packaging platform that celebrates the raw materials of recycled paper through box and cushion forms. This design system marks the evolution of our brand into a non-traditional CE space. We think that kraft adds a level of authenticity that we share with our customers. We know our customers care about the materials we use so we try to act responsibly in our choices of paper and pulp.

Case Study

Private Label

Second Place: Harvey Nichols Food Collection

Smith&+Village Ltd - United Kingdom

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In order to up the volume and, more importantly, the impact of the Harvey Nichols brand in the food hall, the team there realised that change needed to happen and in 2017, we were asked to bid a fond farewell to the old packs and entirely reimagine and revive the identity of food packaging for Harvey Nichols. Our answer had to be a reflection of the store itself, fearlessly stylish, playful in attitude, daring in delivery and devoted to its customers.

Case Study


Second Place: Vicuña Fiber Set by Amano

Provincia Estudio Creativo - Peru

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We designed simple and natural looking wooden boxes. They were made by local artisans with 100% Peruvian wood, without the need of any other materials or accessories. This means that no screws or hinges were necessary to keep the box and its content in place. In order to highlight the uniqueness of this limited edition, we marked each box with a handwritten individual serial number. The entire brochure was also handwritten by our lettering artist. Within the box, you'll find the gold of the Andes: 2 hanks of Vicuna yarn.

Case Study

Limited Edition

Second Place: ABInBev –Budweiser 2018 FIFA Limited Edition 

Jones Knowles Ritchie - China

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Our task was to create a limited-edition 2018 FIFA World Cup design for Budweiser China. We had two challenges: Distilling the event’s larger-than-life energy into the palm of a hand and standing out from hundreds of thousands of other World Cup themed products flooding the market.

Case Study


Second Place: Bayer | Intelligent OTC Packaging System

Angela Baek - United States

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Concept: Extension and rebrand of the current Bayer product line + dispensing methods. The future of what OTC products could look like when combined with intelligent technology. Enhanced with interactive intelligence, the future of Bayer offers an unparalleled experience for users to easily find, monitor, and keep track of products.

Case Study


Second Place: Dunkin’

Jones Knowles Ritchie - United States

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We worked with Dunkin’ to create the new visual identity, as well as develop brand-voice, store experiences, social media content, and strategic platforms for seasonal and new-to-world innovations. We began by identifying Dunkin’s strong toolkit of equities—simplified name; ownable font; bold orange + pink colorways; America Runs on Dunkin’ rebus—and committed to celebrating them with confidence and pride wherever Dunkin’ appears visually.

Case Study


Second Place: GOODJOB. 

Mariia Dolgova - Russian Federation

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The sanitary-hygienic paper products "GOODJOB" are taking aim at men who do not avoid the dirty work. The brand slogan is "GOODJOB — your cleanliness tool". I got inspired for this packaging design from a shape of a classical tool box. Then, I upgraded the style to a more ergonomic, simple molded six pack. The main task for me was to create a green, handy, functional package that is easy to transport.

Case Study


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