What's New for 2027
Five new categories. Deeper recognition across Beauty, Health, Food, and Beverage. A restructured Concept track. And our earliest-ever entry opening.
Enter Now →Section 01
Reflecting how packaging is actually being designed, retailed, and experienced in 2027. Each new category has its own jury panel and full place-and-merit recognition.
For packaging that creates an immersive brand experience — collector sets, theatrical gifting systems, atmospheric launch packs. If it builds a world around the product, this is where it belongs.
For packaging that leads on usability and inclusive design. Easy-open, ergonomic, accessible, adaptive. If the design makes life better for the person using the product, enter here.
For packaging designed for in-store performance — shelf-ready systems, POS displays, and retail theater that turns great packaging into great retail.
For QR, NFC, AR, and app-linked systems. A genuine connected experience between product and consumer — not just a URL on a label.
A new dedicated subcategory for refill packs, returnable systems, closed-loop packaging, and reuse platforms. Circular economy design finally has its own stage.
2026 → 2027
2026 set the bar at 1,500+ entries from 90+ countries. 2027 expands the categories, the recognition, and the calendar — more ways to compete, more ways to win.
See All Categories →Section 02
More subcategories means specialists judge against specialists. Skincare against skincare. Coffee against coffee. Tea against tea. Recognition that actually reflects the craft of each segment.
The most significantly expanded group in the 2027 competition. Skincare now has its own category (3f). Hair, Bath & Body is its own category (3e). Personal Hygiene & Oral Care is its own category (3d). Wellness, Supplements & Sexual Health is separated from OTC, Pharma & Medical.
Chocolate & Confectionery (1g) is now separate from Desserts & Sweet Snacks (1h). Condiments, Sauces, Spreads & Seasonings (1d) is now separate from Cooking Ingredients, Oils & Vinegars (1c).
Tea and Coffee are now separate categories. Two of the most design-rich categories in the competition — each finally with its own dedicated award.
Electronics & Tech Accessories, Office & Stationery, and Entertainment, Toys, Games & Self-Promotional are now three separate categories.
Section 03
Two categories get clearer definitions for 2027 — sharper criteria, broader eligibility.
Was · Visual Brand Identity Systems
The 2027 category tightens its focus to the packaging system itself — scalable, multi-SKU architecture. Visual identity belongs to the brand book; this category recognizes how packaging architecture carries it.
Was · Startup Brands
The 2027 definition is broader — welcoming new market entrants, indie brands, challenger brands, and early-stage portfolio launches. Startup is a season; emerging is a category.
Section 04 · Restructured
The Concept & Student track is restructured around six thematic groups — and for the first time, every group awards a full 1st, 2nd, 3rd Place and Merit. That's more named awards, more visible work, and more reasons for the next generation to enter.
The new groups are designed around the way concept work is actually made — Food, Beverage, Health/Beauty/Wellness, Home/Shopping/Other, Brand Systems & Connected Packaging, and Sustainability/Circularity/Luxury — so judges can compare like with like.
2027 Award Math
1st Place · 2nd Place · 3rd Place · Merit — at every thematic group. The clearest, deepest recognition the Concept & Student track has ever had.
Section 05 · Calendar
Now open · — earliest in the competition's history. Ten public deadlines through February 2028 so you can submit when your work is ready, not when the calendar forces you.
Five new categories. Four expanded groups. A restructured Concept track. An earlier calendar. The 2027 competition is the most comprehensive in 16 years — and entries are open now.