design awards - the Packaging Council of Australia

SOUTHERN CROSS
PACKAGING
DESIGN
AWARDS
2011
PASSION | AMBITION | ENERGY

CONTENTS
Awards Manager Message...........................1
2011 Southern Cross Awards would like
to thank the following sponsors for their
generous support:
Overall Awards................................................. 2
Prizes .....................................................................3
2010 Gold Winners......................................... 4
Brief A
Redesign an Aerosol...................................... 6
Brief B
Society, Packaging and Consumers....... 8
Brief C
Six Can Beverage Pack .................................. 10
Brief D
Nuts or Confectionery in Tin.................. 12
Brief E
Pharmaceutical Packaging....................... 14
Brief F
Baby Food In Glass....................................... 16
Brief G
Redesign an Existing Product ................. 18
Brief H
Juice or Dairy Shrink Sleeve Label.......20
Brief I
Next Generation Milk Packaging...........22
Tips and Guidelines.....................................24
Research............................................................26
Rules & Process of the Awards...............27
2010 Participating Institutions................28
Designed by Johanna Villani Design
www.johannavillanidesign.com.au
Mark Your 2011 Diary..................................29
Checklist............................................................30
Entry Form....................................................... 31
Paper supplied by Dalton. Cover printed
on Revive Silk. Text printed on Envi Silk.
Both recycled and Australian made.

AWARDS MANAGER MESSAGE
Welcome to the 2011 Southern Cross Packaging Design Awards!
Celebrating our 26th year, the Awards are back to educate
Australian tertiary design students through an insight into the
packaging and design industry. The Awards provide students with
industry set briefs and allow students to be creative and innovative
in coming up with the packaging solutions. Each brief reflects
current issues within the industry.
Over the years, the support for this competition has been extremely generous. Companies are eager and
very keen to get involved to bridge the gap between students/lecturers and industry. It is also opportunity
to educate students on packaging and to consider this strand of design as a possible career path.
We are very thankful and appreciative of the support we receive from our sponsors.
Packaging is important. It plays a vital role in our daily lives. I encourage all students to embrace this competition
– there is a lot that can be learnt and many networking opportunities to be gained. Everyone involved in these
Awards, including Sponsors and Judges, share a strong passion for encouraging students of today. Why
Because students are the future of the industry. It is their innovations that will one day be on the retailer’s shelves.
This Brochure is a very important part of getting started. All you need to know on the competition is detailed
including the different briefs, awards to win, what needs to be submitted and the deadlines. I urge every
student and lecturer to read this brochure cover to cover. There is ample information to help students
submit the best possible entry.
Please also visit our website www.pca.org.au/awards2011/sx
Online you will find all information contained in this brochure along with additional information from the
sponsors and material collection points.
New in 2011
Online Video
The Judges and myself have prepared a short video that will provide you with many tips on how to
complete your entry. I encourage ALL students and lecturers to watch this.
Mailing List
Log on and register your email details to join our mailing list!
Finally, to all of the students – BE INSPIRED! Give the Awards your best shot so when you submit your
entry, you will have a high sense of achievement from completing the process. I guarantee that you will
gain knowledge and further develop your skills, which will be of benefit to your career in the future.
Please mark your diary of the key dates,
which are also detailed on page 29.
Registration Due: Friday, 10 June
Entries Due: Wednesday, 3 August
If I can be of any assistance throughout the process,
please contact me on the details below!
I look forward to seeing the entries!
Good Luck,
Jennifer Salem
Southern Cross Awards Manager
Packaging Council of Australia
Tel 03 9690 1955
Email jennifer@pca.org.au
1

OVERALL AWARDS
The Judges aim to award gold, silver, bronze and commendation
prizes for Briefs A–I (outlined on pages 6–23). In addition to
these prizes, there are 3 Overall Awards that entrants from
ANY brief can win. The highest winning student prize in the
Southern Cross Packaging Design Awards is the Best of Show.
All Overall Awards are outlined below.
BEST OF
SHOW PRIZE
Sponsored by Packaging
Council of Australia
This Award is the last to be judged.
It is selected from one of the brief Gold
winning entries. The Best of Show is the
entry that best complies with the brief while
displaying a high level of innovation. Both
the mock-up and rationale will be equally
judged and must be of a high standard.
The following three Awards are open to ALL entrants.
Environmental
Design
Award
Sponsored by Packaging
Council of Australia
This Award is for the student
who best addresses and
discusses the environmental
aspects of their entry
including materials used,
production considerations,
disposal and/or alternate
use(s), distribution and
logistics of the pack (ie. Pallet
size vs transport movements).
The student must explain
how the products packaging
will impact the environment
beyond recycling.
Judges
Rationale
Award
Sponsored by Australian
Institute of Packaging
This Award is for the
student who best produces
excellence in research,
documentation and
presentation of their rationale.
The winner will have met
all mandatory requirements
set in the brief and will have
exceeded all the expectations
as explained on page 24 of
this brochure.
Consumer
Accessibility
Award
Sponsored by Arthritis Australia
This Award is for the
student who demonstrates
an advance in packaging
accessibility. For packaging
to be accessible it must
be designed to be easy for
the consumer to open and
close, store and dispose.
The packaging must have
legible labelling and not
compromise safety or quality.
The student must explain
how the packaging will be
accessible for all members
of the community.
2

PRIZES
BEST OF
SHOW
WINNER
$2,000 to cover
expenses to attend an
agreed international
Conference and/or
Exhibition of choice.
$1,000 cheque and
signed certificate.
A full page in the
PCA Awards Results
Brochure (name of
student, institution and
photograph of entry).
Professional
photograph of entry
for folio/future use.
Two tickets (for winning
student and lecturer)
to attend the PCA
Awards Presentation
Dinner to be held
in Melbourne on
Thursday, 13 October
2011. Flight and
accommodation
expenses for interstate
winners will be
subsidised.
**Additional tickets for
family/friends can be
purchased should they
wish to attend the Awards
Presentation Dinner.
Gold and
Overall
Winners
$500 cheque and signed
certificate.
Name of student, institution
and photograph of entry
to be featured in the PCA
Awards Results Brochure.
Professional photograph
of entry for folio/future use.
Two tickets (for winning
student and lecturer) to
attend the PCA Awards
Presentation Dinner to
be held in Melbourne on
Thursday, 13 October 2011.
Flight and accommodation
expenses for interstate
winners will be subsidised.
** Additional tickets for family/
friends can be purchased
should they wish to attend the
Awards Presentation Dinner.
Silver and
Bronze Winners
Signed certificate.
Name of student, institution
and photograph of entry to be
featured in the PCA Awards
Results Brochure.
Professional photograph of
entry for folio/future use.
Commendation
Winners
Signed certificate.
Name of student, institution and
entry to be listed in the PCA
Awards Results Brochure.
Gold, Silver And
Bronze Winners:
A Scholarship
Could Be Yours!
The Australian Institute of
Packaging (AIP) is offering one
lucky Southern Cross winner
a scholarship to complete
their “Certificate in Packaging”
course! This course, completed
by distance learning (online) with
local tutorial support, provides
understanding of principles,
properties and packaging
processes that you can apply
to your future career. The AIP
Certificate is highly regarded
by FMCG companies such
as Nestlé and represents an
excellent opportunity for those
wanting to enter the packaging
design field! All Award winners
will be notified of the entry
process at the conclusion of
Judging, via their lecturers.
For more information on the
course and the AIP, please
visit www.aipack.com.au
Other
Information
The PCA Awards Results
Brochure is distributed
nationally and features winners
from the Australian Packaging
Design Awards (for industry)
and the National Schools
Packaging Design Challenge
(for primary and secondary
students) as well as the
Southern Cross Awards.
All students that submit an
entry for judging will receive
a Certificate of Participation.
Should a syndicate win,
the prize money will be
divided equally.
3

4
2010 GOLD WINNERS

To see full details of all 2010 winners,
visit www.pca.org.au/results10/sx
5

A
REDESIGN
AN AEROSOL
Aerosol Association
Of Australia
Award Criteria
The entry that best designs an aerosol
for a household product that provides
a value added feature—from a visual
and/or functional aspect.
Sponsor Background
The Australian aerosol industry has grown over the
last 55 years to annually fill over 230 million units.
Aerosol filling operations are undertaken in Australia
by, or on behalf of, most of the major global brands
and Australia is becoming recognised as a centre of
excellence for its aerosol manufacturing capability,
including quality and service into the Asian region.
The industry would like to maintain and develop
this position further through product and
packaging design innovation.
For more information, please visit
www.aerosol.com.au
Design Challenge
The challenge is to redesign an aerosol for a
household product. The key design challenge is
to provide a value added feature to the consumer,
from a visual and/or functional aspect. Examples
of products may include fly spray, furniture polish,
air fresheners or sanitisers.
The product selected may currently be packed
in an aerosol or be new to this packaging material.
The focus can be on the consumer’s interaction
with the product/packaging with the design
addressing or improving the dispensing
of the product.
The purpose of this brief is to add value
to the consumer.
6

Mandatory
Requirements
Students must address and will be judged on
the following criteria:
The target audience and product choice must
be identified at the beginning of the rationale
with justification on why the design is “stronger.”
Please discuss concepts with the Technical
Contacts provided.
The package must display high quality graphics
that promote the brand and deliver prominent
shelf appeal.
Students must justify and explain the benefits
that an aerosol would provide to their chosen
product and the value added feature.
Imagination and innovation should be displayed,
especially in relation to consumer attractiveness
and interaction with the package.
Materials and Mock-up
Students are not required to produce a
functioning aerosol package or feel overly
constrained by the technical considerations.
For the purpose of the Awards, mock-ups can
be made by submitting an existing package
with your own branding. Alternatively, more
accessible materials such as wood or clay
can be used.
The rationale, must however, refer to the
aerosol format.
Technical Contacts
Overview
Philip Fleming
Executive Director
Aerosol Association of Australia
Tel (02) 9633 9011
Email info@aerosol.com.au
Formulation
David Cowper
Technical Sales
Ensign Laboratories
Tel (03) 9550 1500
Email drcc@ensignlab.com.au
Can
Peter Hull
Technical Manager
Ardagh Group Australasia
Tel (02) 9783 7330
Email peter.hull@ardaghgroup.com
Scott McCarthy
Project Manager—NSW
NCI Packaging—Thornleigh
Tel (02) 9910 8569
Email scott_mccarthy@nci-packaging.com
Valve
John Zeritis
Product Design and Material Development Engineer
Precision Asia Pacific
Tel (02) 9829 0565
Email john.zeritis@precisionglobal.com
7

B
SOCIETY,
PACKAGING
& CONSUMERS
Alcoa Australia
Rolled Products
Award Criteria
The entry that best identifies a
packaging issue and solution for
today’s consumers. The design
should reflect Alcoa’s commitment
to sustainability—economically viable,
socially responsible and one that
protects and enhances the environment.
Sponsor Background
In today’s environment, we as consumers are
become more knowledgeable, demanding and
aware of market competitors. We expect more. We
have different needs. Different lifestyles. Different
family structures.
Winning the attention of consumers is becoming
increasingly difficult. So, how can YOU as a
designer make an impact in today’s market with
your packaging design
This brief allows you to explore your creativity,
work with a material of your choice and push
the boundaries of what is currently available
commercially.
It is important that as a designer you acknowledge
and understand the evolution of our constantly
changing society, culture and values. Designers
of all disciplines are required to provide intelligent
and creative solutions to these changing needs,
especially those engaged in packaging.
Design Challenge
The challenge is to identify a packaging problem
or issue in society and develop a packaging
solution to overcome this problem or issue.
The focus of this brief is on the packaging,
not the product, ie. Don’t invent a product.
Some example areas include:
Environmental/sustainability
issues eg. compostable packaging.
Packaging that dispenses the
correct medicine dosage.
Innovative packaging design for
an existing product category.
Accessibility – either visual or
functional improvements.
(See page 2 for more information)
A package that has a secondary
use or purpose after consumption.
Please Note: the above are examples only.
Your design must be achievable, practical,
realistic and useable.
8

Mandatory
Requirements
Students must address and will be judged
on the following criteria:
The design solution must be achievable
using materials and manufacturing processes
currently available in Australia.
The problem/issue must be clearly identified
at the beginning of the rationale.
Research of the problem/issue that
you are solving and market research
as to what is/isn’t currently available.
The rationale must explain in detail
how the design provides the solution.
Any material can be selected. It must however,
be suitable for the product and its contents
and market value position.
In selecting this brief, students will be working
“alone” as there will be minimum guidance and
technical advice provided. However, the other
briefs provide a range of contacts that may be
of assistance.
This brief gives you the opportunity to use
packaging to be creative!
Technical Contact
For further information on this brief,
please contact:
Jennifer Salem
Southern Cross Awards Manager
Packaging Council of Australia
Tel (03) 9690 1955
Email jennifer@pca.org.au
9

C
SIX CAN
BEVERAGE
PACK
Amcor Cartonboard
Australasia
Award Criteria
The winning entry that best designs
a six can beverage pack for an alcoholic
or non-alcoholic beverage. The design
must address the specific requirements
of the brief.
Sponsor Background
To learn more about Amcor visit:
www.amcor.com/businesses/australasia
Design Challenge
The challenge is to design a six can beverage
pack for an alcoholic or non-alcoholic beverage
for a suitable target market of choice.
The pack should combine function within a
compact, portable, durable and versatile design.
The design should utilise the wet strength
features of the folding cartonboard substrate,
which is typically used in beverage packaging
applications. For more information on
the product specifications, please visit
www.pca.org.au/awards2011/sx and
click on “Materials/Additional Info.”
Easy dispensing of the cans, while maintaining the
structural integrity of the carton is a critical design
feature. The design should have strong shelf
presence incorporating high quality graphics, clear
brand focus and promote the innovative extended
use of the carton design (if appropriate). The
packaging should include a reference to the use of
sustainable packaging and encourage recycling.
0

Mandatory
Requirements
Students must address and will be judged
on the following criteria:
The pack must be made from Amcor
Carrier Board 500um folding cartonboard
manufactured by Amcor Cartonboard.
(This MUST be used for your mock-up.
See “Materials” to obtain samples.)
Identification at the beginning of the rationale of
the target market, product and retailer selected.
Research the current needs and issues for
packaging designers relating to the target
consumer demographic of the product.
Provide a justification as to how your
design meets these areas.
The carton must include high quality graphics
and embellishments, as appropriate, to
promote the brand and deliver prominent
shelf appeal.
The carton MUST display the Australian
Recycled Cartonboard (ARC) logo.
See Materials for more details.
Materials
The material to be used is Amcor Carrier
Board 500um.
The material will be available in a sheet size of
760 x 1020mm. A list of collection points can
be found on the Southern Cross website only
www.pca.org.au/awards2011/sx
For more information on the ARC logo visit:
www.arc.org.au
Due to the difficulty of printing on such a heavy
material, for the purpose of Judging, students can
print onto an adhesive or light weight paper and
attach to the board.
Technical Contact
Darren Pearce
Marketing Manager Cartonboard
Amcor Cartonboard Australasia
Email darren.pearce@amcor.com
Considerations
Students may wish to consider the following area:
The design may incorporate elements that
allow for extended usage beyond the primary
packaging function, for example, outdoor
events such as a picnic or the beach or a
possible post use purpose for the packaging.
11

D
NUTS OR
CONFECTIONERY
IN TIN
Canmakers Institute
Of Australia
Award Criteria
For the entry that best designs an
innovative, functional and attractive
single unit package for a premium
nut or confectionery product.
Sponsor Background
The Canmakers Institute of Australia (CMIA) was
established over 50 years ago to promote the
activities of its members involved in the tinplate,
can and pail production. The industry is looking to
develop the appropriate packaging that meets local
legislative requirements if required, and provide
improved functionality and presentation.
Design Challenge
The challenge is to design a single unit package,
manufactured predominately from tinplate, for
a premium nut or confectionery product. The
product is to be sold by a premium retailer
to create awareness and increase sales. It is
important that the product selected is of
premium positioning eg. Macadamia nuts.
The package may be of any shape, however,
transport and in particular shelf display should be
taken into account. The key challenge is to design
an innovative shaped pack that is supported by
strong graphics to appeal to the target market. It
must be eye-catching, attractive and have strong
visual impact. Decoration using lithographic
printing or other means of labelling should be
used to their full advantage.
2

Mandatory
Requirements
Students must address and will be judged
on the following criteria:
The package must be made predominately
from tinplate with no more than 1 extra
material or component used.
Identification of the product and selected
target market at the beginning of the rationale.
Exterior design should be suitable for
lithographic printing or the application of a label(s).
Commercial viability—maximise shelf space,
point of sale appeal, consumer interaction with
the package during use.
Design should reflect suitability to the product,
retailer and target audience.
Include tamper evident feature(s).
Tin must be reusable or fully recyclable.
Safety issues must be addressed ie.
No sharp edges etc.
Considerations
Students may wish to consider the following area:
Package should be sturdy and meet
transportation demands. Efficient distribution
should be considered.
Materials
For the purpose of the Awards, mock-ups can be
made from more accessible materials such as foam,
wood or clay. Alternatively, an existing package with
your own branding can be submitted. The rationale
however, must refer to the final material of choice.
Technical Contacts
Students are encouraged to discuss technical
and functional appropriateness of concepts with
the contacts.
John Irwin
Irwin & Sheehan
Tel (02) 9698 1322
Email jirwin@canmakers.com
Lee Chamberlain
Morris & McMahon & Can Co
Tel (02) 9597 1988
Email lchamberlain@morrismcmahon.com
Joe Stefano
VIP Packaging
Tel (03) 8326 9315
Email joe.stefano@vippackaging.com.au
13

E
PHARMACEUTICAL
PACKAGING
Dalton
Award Criteria
The entry that best creates and designs
the packaging for an OTC (over the
counter) pharmaceutical product.
Sponsor Background
Established 60 years ago, Dalton proudly offers a
leading nationwide paper and distribution service.
Dalton provides a complete range of papers and
packaging products for the print industry.
For further information on Dalton, including their
range, visit www.dalton.com.au
Design Challenge
The challenge is to create and design a package
for an OTC (over the counter) pharmaceutical
product. The package needs to be easy to open,
whilst also protecting the product from tampering.
The shape of the package and accompanying
graphics must be innovative, support the brand
identity and improve brand awareness.
It is important that the design of the packaging
is suitable for the target audience and has a
strong visual impact to differentiate itself in this
competitive segment.
4

Mandatory
Requirements
Students must address and will be judged
on the following criteria:
Students must use at least one of the
Dalton products listed under “Materials.”
Other materials can be incorporated into
the design. No primary packaging is
required for the individual products.
The package must exhibit at least two of
the following embellishment techniques:
—Foil Stamping
—Embossing
—Debossing
—Varnishing
—Die-cutting
The packaging should be creative and
innovative in its design.
All mandatory product and labelling information
should be included.
Research into the manufacturing capabilities—the
design must be able to be produced in Australia.
Considerations
Students may wish to consider the following areas:
Students should consider two levels of tamper
evidence – both for the product and the
package. This can be discussed in the rationale.
Sustainability—lifecycle of the package and/or
an alternate use after/during consumption.
Brand benefits—functional and emotional
attributes of the brand to be communicated.
The weight of the package should be
considered to minimise transport costs.
Materials
Students must use at least one of the
following materials:
Carta Solida (C1S Carton Board)
455um (270gsm)
Carta Solida 600um (355gsm)
Candesce 610um (407gsm)
Interplus Bank 52gsm
A4 and full sheet samples are available on request.
To arrange collection, please visit the Southern
Cross website www.pca.org.au/awards2011/sx
and click “Materials/Additional Info.”
Technical Contact
For further information on this brief, please contact:
Adam Bohatko
Product Manager – Packaging
Dalton
Email adam.bohatko@dalton.com.au
15

F
BABY FOOD
IN GLASS
O-I Australia
Award Criteria
The winning entry that best designs an
innovative, functional and attractive glass
package for the single serve baby food
segment. The package must be a fresh,
original design that meets all requirements
of the brief.
Sponsor Background
Owens-Illinois, Inc. (NYSE: OI) is the world’s largest
glass container manufacturer and preferred partner
for many of the world’s leading food and beverage
brands. With revenues of $6.6 billion in 2010, the
company is headquartered in Perrysburg, Ohio,
USA, and employs more than 24,000 people at 81
plants in 21 countries. O-I delivers safe, effective
and sustainable glass packaging solutions to a
growing global marketplace.
For more information, visit www.o-i.com
Design Challenge
The challenge is to design a glass package for
the single serve baby food segment. The shape
of the container, type of closure, product graphics,
variety of baby food and branding are your
choice. The design should be creative, unique
and original.
The size of the container will need to hold
between 110g–170g of baby food. The
package would be sold in the baby food
section of supermarkets.
The “Total Packaging Solution” is important
for this project:
Glass interaction with closure and labels
will create a unique proposition beyond
the glass container design.
Segment Background
Baby food is a growing market segment
predominantly packaged in glass. Leading
market brands include Heinz, Golden Circle and
Rafferty’s Garden. Consumer research shows a
high preference for glass for home consumption
but pouches are entering the market mainly for
“on-the-go” consumption. Serving sizes in this
segment are mainly between 110–170gm.
6

Mandatory
Requirements
Students must address and will be judged on
the following criteria:
Target market and the product details must be
explained at the beginning of the rationale.
The package must include high quality graphics
that promote the brand and deliver prominent
shelf appeal.
All mandatory product and labelling information
is to be included.
The glass container must be able to be
made using the current glass manufacturing
process – ‘Press and Blow’ technology.
*For a guide to these processes,
please refer to ‘Additional Info’
at www.pca.org.au/awards2011/sx
The stability of the packaging needs to be taken
into consideration – on a production line, filling
line and supermarket shelf.
Embossing or debossing of the glass can be
included in the design but shouldn’t come into
contact with another container.
Sharp corners or edges within the glass
container design should be avoided.
A simple 2 dimensional drawing of your
package design must be provided along with
a colour visual of the finished package design
in your rationale.
Considerations
Students may wish to consider the following areas:
Consider the tamper evidence options and how
this will be applied to the design.
Materials and Mock-up
For the purpose of the Awards, mock-ups of
the glass container can be made from more
accessible materials such as wood, clay or
other suitable materials.
Technical Contacts
Students are encouraged to discuss technical
and functional suitability with the following contacts:
Julian Ditchburn
Senior Product Designer
O-I Asia Pacific
Tel 03 9236 2337
Email julian.ditchburn@ap.o-i.com
Steve Irwin
Product Design Manager
O-I Asia Pacific
Tel 03 9236 2401
Email steve.irwin@ap.o-i.com
17

G
REDESIGN
AN EXISTING
PRODUCT
Procter & Gamble
Award Criteria
The entry that develops a complete
packaging solution for a product under
any major P&G brand that delivers
visual identity, exceptional in-store shelf
presence, and user-friendly experience.
Ideal solutions will address key
sustainability issues.
Sponsor Background
P&G is an 80 billion dollar multi-national corporation
that markets 300 brands in 140 countries with
operations in over 80 countries. P&G maintains
global market leadership with over 20 billion dollar
brands in many consumer product categories
such as laundry, hair care, home care, baby care,
feminine care and men’s grooming. Four billion
times a day, P&G brands touch the lives of people
around the world. And P&G people are working
to touch and improve more lives, in more parts
of the world, more completely.
Some of their brands include Gillette, Pantene,
Oral B, Pringles and Vicks just to name a few.
For more information, please visit www.pg.com
Design Challenge
The challenge is to design and deliver a new
packaging solution for a P&G product under one
of their major global brands. You must redesign
the packaging whilst you successfully deliver a
holistic solution from point of sale through point
of use and finally, disposal.
The product/brand must be selected from one
P&G’s existing brands (see www.pg.com).
P&G brand names can and MUST be used
for this brief.
8

Mandatory
Requirements
Students must address and will be judged
on the following criteria:
Your target audience and product/brand
choice must be identified at the beginning
of your rationale with justification on why your
design is “stronger.”
Your proposal should show an image
of the existing product/package “before”
and an image “after” with an explanation
of your rationale.
Packaging material choice is open, however it
should deliver sustainability improvements.
The purpose of the brief is to create a unique
and distinction, holistic solution for its respective
category, not merely a ‘refresh’ of the brand’s
visual identity, for example only logo/colour
change. The more cohesive and distinctive the
solution on all aspects of communication the
better. Be bold and different, but effective.
Considerations
You must consider the overall brand message
for the package solution and be consistent with
this message—material selection, color, label,
dispensing, product color, scent and textures.
Point of sale must consider delivery and shelving
constraints within typical retailers.
Materials
There are no limitations to material considerations
however, you should select materials consistent
with volume production of products typical in their
respective category. Significant cost increases in
material choices will need to be justified for use.
Technical Contact
Tom Dierking
Design Director – FutureWorks
P&G
Cincinnati, Ohio 45202 USA
Email dierking.te@pg.com
19

H
JUICE OR
DAIRY SHRINK
SLEEVE LABEL
The Le Mac
Australia Group
Award Criteria
For the entry that best designs a highly
decorated shrink sleeve label for a juice
or dairy product.
Sponsor Background
The Le Mac Australia Group, have positioned
themselves to offer a range of packaging solutions
covering shrink sleeves, tamper evidence,
decoration and multi-packing.
Shrink Sleeve labels are formed from various
types of shrinkable plastic film. The film is printed,
formed into a tube (sleeve), and is applied by
hand or by automatic application machinery to
the container. It is then shrunk down so that it
moulds to the contours of a container. This is a
cost effective route to ensure the entire surface
is utilised to maximise branding and create the
perception of a unique product design and shape.
For more information, visit:
www.lemacaustralia.com.au
Design Challenge
The challenge is to design a highly decorated
shrink sleeve label to help increase the
attractiveness of your product in comparison to
current juice or dairy competitors. Students can
select either a juice or dairy product suitable for
their own target market. The label must utilise
sleeve material which prevents transmission of
UV light, so it must be a Light Shield shrink sleeve.
A specific bottle shape must be used. Students
can get these details from the “Research Pack”
provided on the Southern Cross Website
www.pca.org.au/awards2011/sx under
“Materials/Additional Info.”
0

Mandatory
Requirements
Students must address and will be judged on
the following criteria:
Only the Light Shield shrink sleeve can be
used on the specified bottle. (Please see the
“Research” section.)
Clear identification of the product and target
market in the rationale.
The design must be visually appealing to the
target market.
The selection of your product must be justified
by the ingredients inside the product and
how the use of Light Shield can be of specific
benefit. (Please see the “Research” section.)
You must emphasise the individual benefits of
Light Shield for your chosen beverage product.
(Please see the “Research” section.)
Download the Research Pack
(www.pca.org.au/awards2011/sx)
to assist you in meeting the mock up and
shrink sleeve specific mandatory requirements.
Correct size, orientation and placement of
the barcode and pre-distortion of all graphics
to suit the container profile is required.
(See “Research” section.)
A “Statement of Technical Viability” MUST be
included in your rationale to verify that the label is
technically viable and the design can be printed.
Please contact Ken Fletcher (Technical Contact).
A full colour flat layout of the sleeve (front &
back) MUST be presented in the rationale.
Mock-up
A mock-up MUST be submitted for this brief.
However, due to the technical difficulty in producing
a shrink sleeve, other materials can be used such
as spray paint, paper and printed adhesives.
The label MUST be applied to the bottle that has
been specified in the Research Pack.
The rationale must refer to the final material used
for the container and the sleeve.
Le Mac will print the winning entries for the
awards evening.
Research
A Research Pack will available from the Southern
Cross website www.pca.org.au/awards2011/sx
under “Materials/Additional Info”.
It is ESSENTIAL that you download this information
as it will be required to meet most mandatory
requirements.
Technical Contact
Ken Fletcher
General Manager—Research & Development
The Le Mac Australia Group
Tel (02) 4577 4799
Email kenf@lemacaustralia.com.au
21

I
NEXT
GENERATION
MILK PACKAGING
VISY
Award Criteria
For the entry that best fits the purpose
and function for next generation
milk packaging, whilst meeting the
requirements of the brief.
Sponsor Background
At Visy, we are committed to creating a better world
through our focus on innovative and sustainable
packaging and recycling, preserving our natural
environment and building healthy communities.
Visy supplies products and services to Australia’s
leading companies and brands, which are
cost effective, innovative and environmentally
sustainable.
Visy also supports healthy and sustainable
communities, assisting a wide range of community
needs through the philanthropic and charitable
activities of the Pratt Foundation and Visy Cares.
To learn more about Visy, visit: www.visy.com.au
Design Challenge
Over the years, milk packaging has adapted to
meet the needs of the busy modern consumer,
from the glass bottles home delivered to the
cartons and bottles we see today.
As part of this evolution in design, we are
asking you to design what the milk bottle or milk
packaging of the future would look like and why
this would appeal to the modern consumer.
The volume of the pack is your choice however
the product must be fresh white milk, not
flavoured milk.
While the technical specifications and ability to be
manufactured are important requirements, we are
above all looking for an outstanding, creative and
innovative concept!
2

Mandatory
Requirements
Students must address and will be judged on
the following criteria:
Package may be manufactured from either
plastics or moulded fibre pulp with a bag.
(Please refer to the links under Technical
Contacts for more information on pulp
moulded milk packaging.)
Package must be a unique shape and
distinctly different from any milk bottle
shapes currently in the Australian market.
The design should not be limited by today’s
current supply chain restrictions.
Research into the milk consumer and a
justification of how your design meets the
needs of all or a specific group of milk
consumers must be included in the rationale.
Justification on the chosen volume of the pack.
Detail and explain any ergonomic and/or
functional design aspects.
Materials
For the purpose of the Awards, mock-ups
can be made out of more accessible materials
such as wood, clay or foam. The rationale must
refer to the specified materials as set in the
mandatory requirements.
Technical Contacts
For technical advice, please send an email with
the subject heading “Southern Cross Awards”
to info@visy.com.au
For more information on pulp moulded milk
bottle launched internationally, please see:
www.ecologicbrands.com/about-us.html
greenbottle.com/home.aspx
Considerations
The following areas may be considered:
Functionality in use at home/work or in the fridge.
Remember that milk today is chilled during
transportation and through the supply chain.
‘Reduce, re-use, recycle.’
Sustainable design and materials.
A design that can be readily adapted to
smaller or larger volume bottles would be
advantageous.
23

TIPS AND GUIDELINES
What is a Rationale
The rationale is an important and compulsory part of the
entry and judging process. Its purpose is to communicate
to the Judges the fundamental reasoning behind the entry.
RATIONALE
GUIDELINES
INCLUDE
Rationale should be no smaller than A5 and no
larger than A4 in size with all pages attached.
Word count should be kept at a maximum of
1,500 words.
Grammar and SPELLING are expected to be correct.
PROOF READ YOUR WORK..
Bullet points, subheadings and brief, concise
sentences are strongly encouraged.
The rationale should be written in third person.
Should be well presented, neat and easy to read.
Document all research completed.
The rationale is constantly referred to throughout
the Judging process and has a heavy weight in
the overall results.
Take pride in your submission and think of your
reader when you are writing the document.
4
The rationale
must include
all mandatory
requirements
specified in
the brief.
Further areas to consider may include:
Clear explanation of the
design approach, options
considered, obstacles
encountered, final design
choice and justification.
Communication with industry
contacts that validate or
offer advice on your entry
(ensure your name/institution
does not appear on any
correspondence).
Inclusion of visuals, a
selection of rough handdrawn
visuals to illustrate initial
ideas and developmental
stages along the way and final
rendered roughs.
Inclusion of at least one
technical drawing showing
the finished structural layout in
either black and white art with
a colour overlay or full colour
art with colours specified
(used for technical aspects
of your entry).
Research into the costing,
manufacturing, shipping
and production aspects
if required.

Design Judging Criteria:
What The Judges Look For
Factors taken into consideration
(where relevant) include:
Communication of the brand image (logo,
colours, typography, graphic style, imagery,
graphic devices and layout all appealing to
the target market).
Communication of the product features and
benefits (nutritional panel, barcode, product
usage etc.).
Innovative structure, use of materials and
mechanics of the package (eg. creative
use of materials).
Shelf appeal and stand out from current market
competitors—you should be aware of this.
Overall design of the products packaging to
suit the target market.
Technical Judging Criteria:
What The Judges Look For
Factors taken into consideration
(where relevant) include:
Conformity with the brief.
Compatibility of the package with the product.
Production costs, storage, transportation and
ease of display.
Security/tamper evidence.
Impact of the design on productivity.
In conjunction with the above
criteria, the Judges will award those
who first and foremost have met
ALL mandatory requirements of
the brief and demonstrate a clear
understanding of what the
brief is asking.
What NOT to do
Do not submit entries
which:
Are late for submission.
Do not meet the brief eg,
exclude mandatory requirements.
Use an existing brand/company/
product name without having
written approval in the rationale.
(If you choose to use an existing
brand/company/product name
you MUST receive written
confirmation from the company
and include correspondence
in your rationale.) This does
not apply to Brief G.
Have your name/institution on the
mock-up and/or rationale. Only
your entry code must be used.
Are in bad taste or not in good
spirit of the Awards.
Further Tips
SPELL CHECK. Please
spell check BOTH your rationale
and the text on your packaging.
Research, Research, Research!
Demonstrate an understanding
of your brief, the materials,
the target market and existing
competitors.
Create your own company
name—this will avoid
copyright and legal issues
(excluding Brief G).
Understand use of process
colours, special colours and
half tones.
Demonstrate understanding
of the legal and labelling
requirements associated
with your product by
incorporating them into
your design.
25

RESEARCH
6
Research is a
very important
component of
the rationale
and ultimately,
is a significant
component to
the success of
an entry. Here
is a guide to get
your research
underway!
Two important
starting points are:
Sponsor’s website
(if available):
Show that you
understand who your
client is and that you
understand the market
you are designing for.
Competitors:
Look at competitors in the
market BEFORE you start
your design process.
Please note that
these websites are
merely a starting
point. Students
are strongly
encouraged to
contact industry
throughout the
design process.
Suggested Industry Websites
Packaging Council of Australia
www.pca.org.au
The Packaging Council of Australia (PCA) is the leading industry
association representing companies throughout the entire packaging
supply chain – raw material suppliers, manufacturers, brand owners,
designers and retailers. One of the main projects of the PCA is to
organise the Southern Cross Packaging Design Awards. The website
provides a vast range of information. Some of the key areas include:
Schools Education: Online lessons, Facts Sheet Archives,
FAQs plus more.
Online Packaging Industry Directory: Find companies in the
packaging supply chain by using a range of search criteria.
Packaging Info: Review of the industry, key issues and their impact.
Awards: Visit the Australian Packaging Design Awards Results
to see what the industry are doing and learn more about key
packaging and design issues.
Australian Packaging Covenant
www.packagingcovenant.org.au
The Australian Packaging Covenant is a voluntary initiative, by
Government and Industry, to reduce the environmental effects
of packaging on the environment. It is designed to minimise the
environmental impacts arising from the disposal of used packaging,
conserve resources through better design and production processes
and facilitate the re-use and recycling of used packaging materials.
Plastics and Chemicals Industry Association
www.pacia.org.au
The Plastics and Chemicals Industries Association (PACIA) is the
pre-eminent national body representing Australia’s third largest
manufacturing sector. PACIA members include importers and
distributors, raw material suppliers and chemical manufacturers,
plastics fabricators and compounders, plastics and chemicals
recyclers and service providers to the sector.
Australian Food And Grocery Council (AFGC)
www.afgc.org.au
The AGFC is the leading national organisation representing Australia’s
packaged food, drink and grocery products manufacturers. Their role
is to help shape a business environment that encourages the food and
grocery products industry to grow and remain profitable. The AFGC
provide food and grocery products manufacturers with a platform from
which they can voice their views on a range of issues.

RULES & PROCESS
OF THE AWARDS
Who Can Enter
Entrants must be studying
part-time or full-time at a
recognised tertiary educational
institution in Australia.
Briefs are open to students
across all year levels.
Students can enter 2 ways:
Individually
$33 (including GST)
Syndicate
Pairing of students. They
do not have to be studying at
the same institution. Details
of both students need to be
completed on the entry form.
Cost is $55 (including GST).
How To
Register
Online
Log onto the Awards website:
www.pca.org.au/awards2011/sx
Fax/post
Entry form is at the back of this
brochure. Complete all details
and submit following the fax/
postal details listed. (If form
is faxed, payment must be
received within 5 working
days for registration to be
processed).
Group Registration
The institute can be invoiced
for group bookings. Lecturers
should contact Jen Salem,
Awards Manager for further
details.
All registrations
must be received by
Friday, 10 June 2011.
What
Happens After
Registration
Once registration has been
processed, an individual entry
code is allocated and sent to
students via their lecturer.
What Do You
Submit And
How
Two parts must be submitted
to make a complete entry
— a mock-up and rationale.
Both are mandatory.
Ensure your entry code is clearly
marked on both items NOT
your name and/or institution.
Entries must be received NO
LATER than 4pm on Wednesday,
3 August 2011. Entries will
be delivered to Melbourne so
ALLOW time for postage!!
What Happens
After You Have
Submitted Your
Entry
Judging will be held over three
days with all winners notified via
their lecturer.
All entries submitted will be
on display at the Melbourne
Exhibition.
All entries will be returned
to students via lecturers at
the institutions expense.
Appropriate forms will be
sent to the lecturers.
Important
Information
The Packaging Council of
Australia (PCA) does not
accept any responsibility for
loss or damage to an entry.
Every effort will be made
to avoid damage or loss
of an entry.
Students are strongly
encouraged to photograph
their work before submitting
their entry.
Entrants must not have
previously designed a
commercially marketed
package.
The PCA has no ownership
or property rights in the
intellectual property of the
submitted design and all
such rights are retained
exclusively by the entrant
and/or the owner of
the designs intellectual
property.
The sponsor of the relevant
design brief has first option
to enter into an agreement
with the relevant entrant/
syndicate with respect
to purchasing, licensing
or otherwise using the
property.
Such an agreement shall
be on reasonable market
terms and condition to
be agreed between the
entrant and the sponsor.
The sponsor of the brief
has six calendar months
from the closing date of
submission to approach
the entrant(s). At the
expiry of this period,
the sponsor’s rights in
respect of this option
shall lapse.
27

2010 PARTICIPATING
INSTITUTIONS
8
Here is a list of all
the institutions
across Australia
that participated in
the 2010 Southern
Cross Packaging
Design Awards!
Thanks to all
lecturers who
offered this project
and to all the
students who
entered.
Special
congratulations
to those who
were successful
and won a prize.
Australian Academy of Design, VIC
Australian Catholic University, NSW
Bendigo Regional Institute of TAFE, VIC
Billy Blue College of Design, NSW
Box Hill Institute of TAFE, VIC
Campbelltown College of TAFE, NSW
CATC Brisbane, QLD
CATC Gold Coast, QLD
CATC Melbourne, VIC
CATC Sydney, NSW
Central TAFE, WA
Chisholm Institute, VIC
Design College Australia, QLD
Gordon Institute of TAFE, VIC
Holmesglen Institute of TAFE, VIC
LaTrobe University, Bendigo, VIC
Monash University, VIC
Nepean Arts and Design Centre
Kingswood Campus, NSW
Northern Melbourne Institute of TAFE, VIC
Queensland College of Art, Griffith University,
Gold Coast Campus, QLD
Queensland College of Art, Griffith University,
Southbank Campus, QLD
Raffles College of Design, NSW
RMIT TAFE, VIC
RMIT University, VIC
Southbank Institute of Technology, VIC
Southern Queensland Institute of TAFE, QLD
Sunshine Coast TAFE, QLD
Swinburne University of TAFE,
Wantirna Campus, VIC
Swinburne University of Technology, VIC
Sydney Institute of TAFE,
St George Design Centre, NSW
TAFESA O’Halloran Hill Campus, SA
The Bremer Institute of TAFE, QLD
University of Ballarat, VIC
University of New South Wales, NSW
University of South Australia, SA
University of the Sunshine Coast, QLD
University of Technology, Sydney, NSW
Victoria University, VIC

MARK YOUR 2011 DIARY
Friday 10 June
Closing day for registrations
Wednesday 3 August
Entries due in Melbourne
Monday 8 – Wednesday 10 August
Judging of Entries
Thursday 18 – Saturday 20 August
Melbourne Exhibition
Thursday 13 October
PCA Awards Presentation Dinner
29

CHECKLIST
Below is a checklist
for each entrant to
use as a guide
BEFORE entries
are submitted on
Wednesday
3 August 2011.
Read the entire brochure/website
—there is a lot of information that
will be of great help in completing
the entry.
Understand what the brief is asking.
Research current market competitors
and the industry.
Visit the brief sponsor’s website
to understand the client.
Read the “Overall Awards” (page 2)
which all entrants will be
automatically entered into
upon registrations.
Tick off all mandatory requirements
specified in the brief.
Ensure registration is submitted
by Friday 10 June.
Receive an entry code via lecturers,
which must appear on both the
mock-up and rationale. Student
names/institutions must not
appear on any part of the entry.
Read Tips & Guidelines on
pages 24–26.
Read Rules & Process of the
Awards on page 27.
Submit entry by Wednesday 3
August (delivered to Melbourne).
0
And most importantly...
HAVE FUN!!

ENTRY FORM
2011 Southern Cross Packaging Design Awards
Registration due by Friday, 10 June 2011
Use one form per entry
Registration and payment can also be made online at www.pca.org.au/awards2011/sx
Please tick Individual entry $33 (incl. GST) Syndicate Entry $55 (incl. GST)
Print clearly using BLOCK letters
Entrant / Syndicate First Name(s)
Surname(s)
Email
Contact Phone Number
Year Level
Institution
Lecturer’s Name
Lecturer’s Phone Number
Lecturer’s Email
Design Brief to be submitted please circle A B C D E F G H I
I/We certify that this is my/our own work. I/We enclose the appropriate entry fee and agree to be bound by the information
in this brochure for the 2011 Southern Cross Packaging Design Awards.
Entrant/Syndicate(s) Signature
Payment Method please circle Money Order Cheque Credit Card please complete details below
If entry form is faxed, cheque/money order must be received within 5 days, otherwise registration will become invalid.
Cheque/Money order should be made payable to Packaging Council of Australia.
Credit Card please tick Bankcard Mastercard Visa Amex Diners
Credit Card Number
Expiry Date
/
Cardholder’s Name
Cardholder’s Signature
please cut here
Please complete and return the entry form with payment to:
POST TO: Jennifer Salem
Southern Cross Awards Manager, Packaging Council of Australia,
Level 3, 15–17 Park Street, South Melbourne Victoria 3205
FAX TO: 03 9690 3514
For office use only

www.pca.org.au/awards2011/sx

SOUTHERN CROSS
PACKAGING
DESIGN
AWARDS
2011
www.pca.org.au/awards2011/sx