Rebecca Edwards, a young British designer, has been named the winner of O-I : Expressions Design Awards 2021. She was awarded the top honor for her entry inspired by Old Norse legends. The award was presented at a gala presentation at the Packaging Innovations Show in London on December 2, 2021.
The O-I : EXPRESSIONS Design Awards 2021 competition offered designers a distinct challenge: creating a high-end glass packaging design addressing a familiar issue spirits brands face: conveying enhanced sustainability and premium brand cues simultaneously.
Edwards created a drinks brand she named Ormr -- Old Norse for snake -- inspired by the story of the giant serpent Jörmungandr, which grows so large that it encircles the world. Her packaging design marries mythology with the modern innovative process of O-I : EXPRESSIONS, with detailed relief printing showcasing the snakeskin's unique patterns circling the glass bottle.
According to Melianthe Leeman, O-I's Global Category Director, Wine, and Spirits, "The judges were entranced by the creativity of Rebecca's design, in which the 360° depiction of the serpent captured the essence of the circular economy, in which glass plays such a vital role."
Edwards credits the inspiration for her design to a personal family link to Orkney and Shetland, which have Viking history. "It's an honor to be recognized in the competition and a great way to start my career in packaging design. As a designer at Hunter Luxury, I work predominantly on secondary packaging, so it was fun to work on a primary packaging project," she said.
The competition recognized five finalists whose entries were printed onto Lux bottles from O-I's new Contemporary Spirits Collection. Bottles from all five finalists were displayed at the Packaging Innovations & Luxury Packaging Show. The other finalists included:
You can see their designs on LinkedIn.
The competition was judged by a panel of internationally-renowned judges, including:
The panel of judges was impressed by the high standard of entries from students and young designers across Europe. The O-I : Expressions Design Awards 2021 demonstrates glass's pure and completely recyclable nature and its ideal nature as use for premium glass packaging.
ORMR by design Rebecca Edwards