O-I Announces Winner of O-I : Expressions Design Awards 2021 Competition

December 03, 2021

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: 

  • Diana Moreira – "Waste Spectrum" played with the contradiction between luxury and garbage.
  • Rita Pires – "Genius of London" drew on iconic London landmarks to highlight the threat of rising water levels.  
  • Joao Vieira – "BrightFuture" offered the buyer a doorway into a more optimistic world. 
  •  Rodrigo Villalba – "Cherish" used tropical plants and flowers to remind consumers of the beautiful world, which might be lost if we do not act urgently. 

You can see their designs on LinkedIn.

The competition was judged by a panel of internationally-renowned judges, including:

  • Jean-Dominique Andreu - international expert on marketing and product development in the luxury drinks market  
  • Josh Brooks - Marketing & Community Director Packaging, Easyfairs 
  • David Gamage – Managing Director, Earth Island Publishing 
  • Melianthe Leeman – Global Category Manager, Wine, and Spirits, O-I 
  • Elaine Logan - UK Country Group NPD & NBD Leader, O-I 
  • Rosie Milsom – Head of NPD and Packaging, Atom Brands 
  • Adam Ryan – Head of Pentawards 

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