Awards Manager Message - the Packaging Council of Australia

Awards Manager Message 

Welcome to the 25th year of the Southern Cross Package Design Awards! 

These Awards are the leading of their kind. They are offered to all Australian tertiary students who 

are studying graphic or industrial design. Students are provided with “real life” industry set briefs 

that ask them to design solutions for current packaging issues. There is a wide range of materials 

to work with including aerosols, cartonboard, tinplate, paper, glass, plastic and shrink sleeves. 

We are extremely fortunate and thankful to have such wonderful industry support. The briefs are 

set by the sponsors who have made every effort to ensure students are challenged, yet have the 

support to complete the brief with the guidance of Technical Contacts. 

The challenge for students is to be creative, design beyond the boundaries of what is currently 

available but most importantly learn about the world of packaging and design. 

This brochure provides all the information needed! There are many tips and guidelines on how 

to go about preparing the entry for Judging as well as all the Briefs. It is critical that students 

and lecturers take the time to read the brochure—cover to cover—it is very useful and will 

answer many questions. 

All of this information is also available on our website—www.pca.org.au/awards2010/sx. There 

will be Additional Information provided on the website including the Material Collection Points. 

Please take the time to visit our site! 

For the first time, we are on Facebook this year!! Please search for our group “Southern Cross 

Awards” and join! This is an excellent way to communicate with other Australian students, post 

questions and be sent any updates. 

To the students: 

Finally, and most importantly this process should be fun and enjoyable! As our 2010 theme states 

“Inspiration + Creation = Achievement.” Get inspired; give the Awards your best shot so at the end 

of it, you have a high sense of achievement by completing the process. There is a lot of knowledge 

to be gained, industry contacts to be made and career doors that could be opened, so please make 

the most of it! 

If you have any questions throughout the process, 

please contact me on the details below. 

Good luck and I look forward to seeing all the creative 

and innovative packaging solutions! 

Regards, 

Jennifer Salem 

Southern Cross Awards Manager 

Awards Dinner Manager 

Packaging Council of Australia 

Tel (03) 9690 1955 Email jennifer@pca.org.au

2009 Gold Winners 

To see full details of all 2009 winners, visit www.pca.org.au/results09/sx 

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2010SOUTHERNCROSSPACKAGEDESIGNAWARDS 

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Overall Awards to Win 

Open to all entrants 

Once you register into a brief, you are automatically eligible to win any of the following 

Overall Awards: 

Best of 

Show 

Sponsored by 

Carter Holt Harvey 

Packaging Australia 

This Award is selected from one 

of the Gold winning entries. It 

will be Awarded to the student 

that has the most outstanding 

entry. Both the mock-up and 

rationale must be presented 

to an exceptional level. 

Environmental 

Design 

Sponsored by 

Packaging Council 

of Australia 

This Award is for the student 

that 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 

Sponsored by 

Packaging Council 

of Australia and 

Australian Institute 

of Packaging 

This Award is for the student 

that best produces excellence 

in research, documentation and 

presentation of their rationale. 

The winner will have met all 

mandatory requirements set 

in their brief and will have 

exceeded all the expectations 

as explained on pages 24 of 

this brochure. 

≥ The PCA Awards Results Brochure is distributed nationally 

and features winners from the Australian Packaging 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. 

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A Scholarship could be yours... 

The Australian Institute of 

Packaging (AIP) is offering one 

lucky Southern Cross winner a 

scholarship to complete the AIP’s 

“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 

Prizes 

Best of Show Winner 

≥ $1,000 cheque and signed certificate 

≥ $2,000 to cover expenses to attend 

an agreed international Conference 

and/or Exhibition of choice 

≥ 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, 7 October 2010. 

Travel and accommodation expenses for 

interstate winners will be subsidised. 

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, 7 October 2010. 

Travel and accommodation expenses 

for interstate winners will be subsidised. 

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 name 

of entry to be listed in the PCA Awards 

Results Brochure 


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A >Innovative Food Aerosol 

Aerosol Association Of Australia 

Award Criteria 

The entry that best creates an innovative food product in an aerosol package. 

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. 

Amongst the market segments that is fastest 

growing is that of the FOOD AEROSOL. 

Design Challenge 

The challenge is to design an aerosol for a 

food product of your choice that demonstrates 

the innovative use of technology, graphics 

and packaging. 

This might be achieved by (but is not restricted 

to) functional advancements such as: 

≥ The development of an aerosol 

for a food product that is new 

to the Australian market; or 

≥ Through innovative use of packaging, 

materials or graphics will attract 

new consumers or market segments. 

The Judges will be looking for the entry that 

addresses this challenge in the most creative 

and innovative way and at the same time 

offers clear social, technical, environmental 

or practical benefits. 

Students must justify and explain the benefits 

that an aerosol would provide to their chosen 

food product. 

Entrants are encouraged to discuss technical, 

functional and market appropriateness of their 

concepts with the technical contacts provided. 

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Materials and Mock-up 

Entrants are not required to produce a 

functioning aerosol package and should 

not feel overly constrained by technical 

considerations. 

There are no restrictions on the use of 

materials, however product suitability 

(especially with regards to compatibility with 

the product dispensed) should be addressed— 

refer to technical contacts for clarification. 

For the purpose of the Awards, submitted 

mock-ups can be made out of more accessible 

materials such as wood, clay and foam. 

Alternatively, an existing package can be 

used with your own branding. 

The rationale however, must refer to the 

final material of choice. 

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 

Impress Milperra 

Tel (02) 9783 7330 

Email peter.hull@imp-group.com.au 

CAN 

Scott McCarthy 

Project Manager—NSW 

NCI Packaging—Thornleigh 

Tel (02) 9910 8569 

Email scott_mccarthy@nci-packaging.com 

VALVE 

John Zeritis 

Technical Services 

Precision Australia 

Tel (02) 9829 0565 

Email john.zeritis@precisionglobal.com 

2010SOUTHERNCROSSPACKAGEDESIGNAWARDS 7

B >Society, Packaging 

and Consumers 

Alcoa Australia Rolled Products 


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. 


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. 


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 

≥ Opening of packages for physically 

impaired, eg. arthritis sufferers 

≥ 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. 

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Mandatory Requirements 

Students must address and will be judged 

on the following criteria: 

≥ 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. 

≥ The design solution must be achievable 

using materials and manufacturing 

processes currently available in Australia. 

≥ Any material can be selected. It must 

however, be suitable for the product and 

its contents and market value position. 

General Information 

For further information on this brief, 

please contact: 




Tel (03) 9690 1955 

Email jennifer@pca.org.au 

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! 


C > Boutique Gourmet 

Ice-Cream Multi-Pack 

Amcor Cartonboard Australasia 


The entry that best designs a premium ice-cream multi-pack that contains single serve 

ice-creams packed within a multi-pack display outer. The design must address the specific 

graphic and functional features of the high end boutique gourmet ice-cream market. 


To learn more about Amcor visit: 

www.amcor.com/businesses/australasia 


The challenge is to design a boutique premium 

ice-cream pack. The pack must contain a 

minimum of 2, maximum of 6 individually 

wrapped ice-creams which are packaged 

within an outer pack. Do not be limited by 

what is currently available in the market. 

Both the primary and secondary packaging 

should provide the brand owner with the 

opportunity of appealing to a niche market 

at a premium price point. 

The graphics should produce strong shelf 

appeal and the packaging should represent 

a departure from the traditional ice-cream 

packaging typically available in large 

supermarkets. The labelling should include a 

reference to the use of sustainable packaging 

and encourage recycling. 

The targeted retailers would include high 

end specialty supermarkets, delicatessens 

and prestige grocers. 

10




≥ The primary packaging (single portion) 

must be made from Artcote Kraft 400um 

folding cartonboard manufactured by 

Amcor Cartonboard. (This must be used 

for your mock-up. See “Materials” to 

obtain samples). 

≥ The primary pack must contain 

individual single serve ice creams. 

≥ The secondary packaging (outer) must 

be made from Artcote Kraft 650um 

folding cartonboard manufactured 

by Amcor Cartonboard. (This must 

be used for your mock-up. See 

“Materials” to obtain samples). 

≥ The secondary packaging is 

the outer multi-pack containing 

a minimum of 2, maximum 

of 6 single serve portions. 

≥ Research the current needs and 

issues relating to the target consumer 

demographic. Provide a justification 

as to how your design meets the 

premium market. 

≥ The carton must include high quality 

graphics and embellishments, as 

appropriate, that promote the brand, 

deliver prominent shelf appeal and 

clearly display the unique product 

labelling details. 

≥ The carton must display the Australian 

Recycled Cartonboard (ARC) logo. 

See “Materials” for more details. 

≥ Consumption of product should be 

considered in the design. 

Materials 

All materials used for the design must be 

Artcote Kraft. No other material can be used 

(excluding spoons or sticks, depending on 

ice-cream design). 

Both Artcote Kraft 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: www.pca.org.au/awards2010/sx 

For more information on the ARC logo and 

Campaign please visit www.arc.org.au 

Product Information 

Darren Pearce 

Marketing Manager Paper & Board 

Amcor Cartonboard Australasia 

Email darren.pearce@amcor.com.au 


D > Retail Can for Olive Oil 

Canmakers Institute of Australia 


For the entry that best designs an innovative, functional and attractive package for olive oil, 

manufactured predominately from tinplate. 


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. 


The challenge is to design a package, 

manufactured predominately from tinplate, 

for 500ml to 2L of olive oil. The package may 

be of any shape, however, transport and 

in particular shelf display should be taken 

into account. 

The design should take advantage of the 

wide range of flexible plastic opening/ 

pouring inserts available for use with this 

type of packaging and product. Decoration 

using lithographic printing or other means 

of labelling should be used to their 

full advantage. 

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Students must specifically address and 

will be judged on the following criteria: 

≥ The package must be made 

predominately from tinplate. 

≥ Exterior design should be suitable for 

lithographic printing or the application 

of the label. 

≥ Opening of the package must be suitable 

for manual resealing. 

≥ Commercial viability—maximise shelf 

space, point of sale appeal, consumer 

interaction with the package during use. 

≥ Identification of the positioning of the 

olive oil—eg, low end, middle, premium— 

and the selected retailers of choice. The 

design must be relevant and suitable 

for the market selected. 

≥ Include tamper evident feature(s) 

on the closure. 

≥ Safety issues must be addressed 

ie. No sharp edges etc. 

Considerations 

Following areas should be considered: 

≥ Package should be sturdy and meet 

transportation demands. Efficient 

distribution must be considered. 

Materials 

For the purpose of the Awards, mock-ups 

can be made from more accessible materials 

such as foam, wood or an existing package 

with your own branding. The rationale must 

refer to the final material(s) of choice. 


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 

Trevor Nulty 

VIP Packaging 

Tel (03) 8326 9307 

Email trevor.nulty@vippackaging.com.au 


E > Baked Goods or 

Cookies Package 

Dalton 


The entry that best designs the packaging for baked goods or cookies for a gourmet 

cafe, bakery or deli. 


As a major Australia-wide operation, Dalton 

has always offered a superior paper and 

distribution service. Dalton provides a complete 

range of papers and boards for the publishing, 

packaging, screen and commercial print 

sectors of the printing industry. 

For further information on Dalton and 

their range visit www.dalton.com.au 


The challenge is to create and design the 

packaging for a gourmet café, bakery or deli 

business that sell baked goods and cookies. 

The challenge is to design the packaging 

for ONE of the following: 

≥ Pre-packaged baked goods, for example, 

cakes/muffins etc. or pastries (6 or 12 pack) 

≥ Packaging for a family of cookies 

(6 or 12 pack) 

The shape of the package and accompanying 

graphics must maximise visual impact and 

be used to introduce the brand identity. 

It is important that the design of the packaging 

is suitable to the target audience and has strong 

visual impact in a competitive environment. 




≥ 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 

≥ Clear identification of the target market 

and positioning for the product at start 

of the rationale. 

≥ 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. 

14


The following area can be considered: 

≥ Sustainability—lifecycle of the package 

and/or an alternate use after/during 

consumption 

≥ Brand extensions—show what 

the packaging will look like across 

a range of flavours 

Materials 

You must use at least one of the following 

materials: 

≥ Carta Solida (C1S Carton Board) 

455um (270gsm) & 600um (345gsm) 

≥ Kraft 400um (298gsm) 

≥ Bianco Flash (350gsm) 

≥ A4 and full sheet samples 

are available on request 

For full specifications on these materials 

and to arrange collection, please visit the 

Southern Cross website: 

www.pca.org.au/awards2010/sx 

Technical Contact 

Matthew Manteit 

Product Manager—Packaging Boards 

Dalton Paper 

Email matthew.manteit@dalton.com.au 

Samples Contacts 

Dalton VIC 

Peter Jackson 

Tel (03) 9764 7407 

Email peter.jackson@dalton.com.au 

Dalton NSW 

Tel (02) 8746 8200 

Email nswsamples@dalton.com.au 

Dalton QLD 

Tel (07) 3326 6800 

Email epaper.qld@dalton.com.au 

Dalton SA 

Tel (08) 8243 9377 

Email epaper.sa@dalton.com.au 

Dalton WA 

Vaishali Aghera 

Tel (08) 9376 9100 

Email vaishali.aghera@dalton.com.au 


F > Beverage in Glass 

O-I Australia 


The entry that best designs a glass package for an energy, supplement 

or health drink. The package must be a fresh, original design that meets all 

requirements of the brief. 


Millions of times a day, O-I glass containers 

deliver many of the world’s best-known 

consumer products to people all around 

the world. As the leaders in Europe, North 

America, Asia Pacific and Latin America, 

O-I manufactures consumer-preferred, 

100-percent recyclable glass containers 

that enable superior taste, purity, visual 

appeal and value benefits for our customers’ 

products. Established in 1903, the company 

employs more than 22,000 people with 78 

plants in 21 countries. In 2009, net sales 

were $7.1 billion. 

For more information, visit www.o-i.com 


The challenge is to design a glass package 

for an energy, supplement or health drink— 

current direct market competitors would be 

Red Bull, Berocca or Yakult, respectively. 

DO NOT use these brand names, these are 

just examples of current products in the 

market. 

The shape of the container, colour of glass, 

type of closure, graphics and branding are 

your choice. The design should be creative, 

unique and original. 

The size of the drink package must be either 

60ml (shot size) or 200ml. The drink would 

be sold at convenience stores and other 

retail outlets. 

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. 

16


Students must address and will be judged on 

the following criteria: 

≥ Target market and the product selected 

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 current glass manufacturing 

processes such as ‘Blow & Blow,’ 

‘Narrow Neck Press & Blow’ or 

‘Press and Blow’ technology. For 

a guide to these processes, please 

refer to “Additional Information” at: 


≥ The stability of the packaging needs to 

be taken into consideration—both on a 

production line and filling line. 

≥ Embossing or debossing of the glass can 

be included in the design but shouldn’t 

be within a contact zone (bottle to bottle). 

≥ 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. 

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 foam, wood or 

other suitable materials. 


Students are encouraged to discuss 

technical and functional suitability of 

concepts with the following contacts. 

Julian Ditchburn 

Senior Concept 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 


G > Redesign an 

Existing Product 

Procter & Gamble 


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. 


P&G is an $80B 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 work to make 

sure those brands live up to their promise 

to make everyday life just a little better now, 

and for generations. 


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. 

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 

18


Students will be judged on the following 

judging 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 rationale must show a photo of 

the existing package “Before” and 

explain your design solution with 

an image “After.” 

≥ Packaging material choice is open, 

however should deliver sustainability 

improvements. 

≥ The purpose of the brief is to create a 

unique and distinct packaging solution 

for its respective category NOT so much 

on changing the brands visual identity, 

for example logo and colours. The focus 

should be on “jumping off the shelf” 

to the consumer. Be bold, different 

but effective. 


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. 


Tom Dierking 

Director of Innovation Capability 

P&G 

Cincinnati, Ohio 45202 USA 

Email dierking.te@pg.com 


H > Labelling Design 

The Le Mac Australia Group 


The entry which displays the best package design for the retail market using a shrink sleeve 

label. The pack must be visually appealing, have strong brand identification and stand out 

appeal on shelf. It should be relevant and suitable for the chosen product category and 

target market. 


The Le Mac Australia Group, which was 

established in 1983, have positioned 

themselves to offer a range of packaging 

solutions covering shrink sleeves, tamper 

evidence, decoration and multi-packing. 

Shrink Sleeve labels are a plastic tube type 

that are reverse printed on the inside. The 

sleeve can be applied by hand or by automatic 

application machinery and 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 


The brief is to design a shrink sleeve label 

for a product category and target market of 

your choice. The shrink sleeve label should 

maximise branding and design, display 

standout appeal on the shelf and consider 

the legal labelling requirements of the 

selected product. 

Specific shaped containers will be provided 

(see “Research” section). One of these shaped 

containers MUST be used, however the 

product is your choice. 

Students are strongly encouraged to work with 

the “Technical Contacts” to meet the technical 

requirements of the brief. 

*Le Mac will arrange for the shrink sleeve of 

winning entries to be printed and shrunk onto the 

container which will be displayed at the Awards 

Presentation Dinner then released to the winning 

student by the PCA. 




≥ Clear identification at the beginning of 

the rationale of the target market, the 

product and its positioning. The design 

must appeal and be relevant to the chosen 

product category and target market. 

≥ The package must be visually appealing, 

display strong brand identification and 

allow for maximum point of sale impact. 

≥ Artwork for the shrink sleeve can utilise 

up to 8 colours for reverse printing on the 

inside of the sleeve. 

≥ Correct size, orientation and placement 

of the barcode and pre-distortion of all 

graphics to suit the container profile 

is required (See “Research” section). 

≥ Receive the “Research Pack” (See 

“Research” section) which will assist 

in meeting the mock-up and mandatory 

requirements. 

20

≥ The shape of the container MUST 

be one from the list provided (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 

one of the technical contacts below. 

≥ A full colour flat layout of the sleeve 

(front and back) MUST be presented 

in the rationale. 

Mock-up 

Due to the technical difficulty in printing a 

shrink sleeve, another material can be used 

as the label on the submitted mock-up. The 

rationale must refer to the final material to 

be used for the container and the sleeve. 

David will also respond to all general 

enquiries about this brief. 

David March 

Marketing Services 


Tel (02) 4577 4799 

Email davidm@lemacaustralia.com.au 


Please ensure you contact Ken Fletcher once 

you have chosen your container. He will need 

to guide you through special design elements 

particularly with some containers in the list. 

Ken Fletcher 

General Manager—Research & Development 


Tel (02) 4577 4799 

Email kenf@lemacaustralia.com.au 

Research 

(You will need ALL this information to 

complete the brief) 

Please contact David March to receive your 

“Research Pack.” This will include FAQs, 

artwork specifications, resources, types of 

shrink sleeves, plus more. A checklist will 

also be provided to ensure that you have 

met all requirements. 


I > Food & Beverage Pack 

Visy 


For the entry that demonstrates the most creative means of merging both a food & nonalcoholic 

beverage into a single packaging format for an on-the-go meal or snack solution 


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 

eco-efficient 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 


Convenience continues to be one of the global 

mega-trends driving consumer behaviour and 

thus innovation in many consumer goods. The 

challenge is to design a single package for a 

food and non-alcoholic beverage for an onthe-go 

meal or snack solution for the 18-35 

year old demographic. The products should be 

a healthy, convenient meal and the packaging 

should reflect these attributes. 

While the technical specifications and ability to 

be manufactured are important requirements, 

we are above all looking for an outstanding, 

creative and innovative concept! 

A “snack” may be any meal or food item that 

can be easily prepared and consumed “on-thego.” 

The guidelines for serving sizes are: 

≥ Beverage 350ml to 600ml 

≥ Snack 100g to 300g 

22



on the following: 

≥ Package must be able to be manufactured 

from plastics by either thermoforming or 

blow-moulding or a combination of both. 

≥ The target market for the product is the 

18-35 year old demographic. 

≥ Research of the needs and possible 

consumption occasions of the product 

and the target market and a justification 

of how your design meets those needs 

must be included in the rationale. 

≥ Ergonomic, functional design aspects. 

≥ A secondary material may be incorporated 

to make the 2 items a single package. 

Please note: your design can be creative 

in combining both plastic packages 

together and does NOT have to have 

a secondary material. 


≥ ‘Reduce, re-use, recycle’ 

≥ Transportation and supply chain 

≥ Sustainable design 

≥ Consumer use during consumption and/ 

or an alternative use for the packaging 

after consumption 

≥ A design that can be readily adapted 

to smaller or larger serving sizes would 

be advantageous 

Materials 

For the purpose of the Awards, mock-ups can 

be made out of more accessible materials that 

convey the packaging design and functionality. 

The rationale must refer to the specified 

materials as set in the mandatory 

requirements. 


For technical advice, please send an email 

with the subject heading “Southern Cross 

Awards” to info@visy.com.au 


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 the fundamental 

reasoning behind the entry. 

Please follow the guidelines as listed below: 

≥ 

≥ 

≥ 

≥ 

≥ 

≥ 

Rationale should be A4 in size 

and no more than 1,500 words 

Use of bullet points and brief, concise 

sentences are strongly encouraged 

Grammar and spelling are expected 

to be correct 

The rationale should be written 

in third person 

This is not a design piece rather 

an information tool 

Should be well presented, neat 

and easy to read 

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 hand-drawn 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) 

* The rationale is constantly referred to throughout 

the Judging process and has a heavy weight in your 

overall entry . 

≥ 

Research into the costing, 

manufacturing, shipping and 

production aspects if required 

24

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) 

Innovative structure, use of materials 

and mechanics of the package (eg. 

creative use of materials) 

Shelf appeal and stand out amongst 

competitors—you should be aware 

of the current market competitors 

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, use 

or refer to the wrong materials 

Excluding Brief F—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) 

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... 

≥ 

≥ 

≥ 

≥ 

≥ 

≥ 

Research, research, research. 

Demonstrate an understanding of 

both the target market and existing 

competitors 

Create your own company name—this 

will avoid copyright and legal issues 

(excluding Brief F) 

Understand use of process colours, 

special colours and half tones 

Research and explain the approach 

to printing the design 

Demonstrate understanding of the legal 

and labelling requirements associated 

with your product 

Take pride in your rationale! This is a very 

important part of the judging process! 


25

Research Starting Points 

Below are four websites which provide excellent information on the packaging industry. 

Take the time to visit them to learn more and assist with your research. 

PCA Website 

www.pca.org.au 

The Packaging Council of Australia website provides a 

range of information. Some of the key areas to visit are: 

≥ 

≥ 

≥ 

Education 

FAQ’s, Online lessons, Snapshot 

interview, Facts Sheet Archive, 

Useful links 

Online Packaging Industry Directory 

Learn who does what in the industry 

Packaging info 

Review of the industry, key issues 

and their impact 

National Packaging Covenant 

Website 

www.packagingcovenant.org.au 

The National 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. 

Australian Food and Grocery 

Council 

www.afgc.org.au 

The Australian Food and Grocery Council 

(AFGC) is the national body representing 

the nation’s food and grocery products 

manufacturers. The food and grocery products 

industry is Australia’s largest manufacturing 

sector. The role of the Council is to help shape 

a business environment that encourages the 

food and grocery products industry to grow 

and remain profitable. The Council provides 

food and grocery products manufacturers 

with a platform from which they can voice 

their views on a range of issues. 

Plastics and Chemicals Industry 

Association 

www.pacia.org.au 

The Plastics and Chemicals Industries Association is 

the pre-eminent national body representing Australia’s 

fourth largest manufacturing sector. There is a wealth 

of information available on their website which includes: 

plastics, recycling, sustainability, plus more. 

26

Rules and Process of the Awards 

Who can enter? 

≥ Entrant(s) must be studying 

part-time or full-time at a 

recognised tertiary educational 

institution in Australia 

≥ All 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? 

≥ Fax/post—Entry form is 

at the back of this brochure. 

Complete all details and 

submit following fax/postal 

details listed. (If form is faxed, 

payment must be received 

within 5 working days for 

registration to be processed) 

≥ Online—Log onto PCA website: 


≥ 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, 18 June 2010. 

What happens after 

registration? 

≥ Once registration has been 

processed, an entry code 

will be allocated 

≥ Students will receive an 

entry code with delivery 

instructions for their 

entry via their lecturer 

What and How do you 

submit? 

≥ 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, 28 July 2010. 

Entries will be delivered to 

Melbourne so ALLOW time 

for postage!! 

≥ See “What is a Rationale” 

for further details (page 24) 

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 by the PCA 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 


2009 Participating Institutions 

Below is a list of the all the institutions across Australia that participated in the 2009 Southern 

Cross Package Design Awards. 

28 

≥ Bendigo Regional Institute of TAFE, VIC 

≥ Billy Blue School of Graphic Arts, NSW 

≥ Box Hill Institute of TAFE, VIC 

≥ Bremer Institute of TAFE, QLD 

≥ Canberra Institute of Technology, ACT 

≥ CATC Brisbane, QLD 

≥ CATC Gold Coast, QLD 

≥ CATC Melbourne, VIC 

≥ CATC Sydney, NSW 

≥ Central TAFE, WA 

≥ Charles Darwin University, NT 

≥ Chisholm Institute, VIC 

≥ Faculty of Design, Swinburne University of Technology—Prahran, VIC 

≥ Gordon Institute of TAFE, VIC 

≥ Holmesglen Institute of TAFE, VIC 

≥ KvB Institute of Technology, NSW 

≥ LaTrobe University Bendigo, VIC 

≥ Monash University, VIC 

≥ North Melbourne Institute of TAFE, VIC 

≥ Queensland College of Art, Griffith University—Gold Coast Campus, QLD 

≥ Queensland College of Art, Griffith University—Southbank Campus, QLD 

≥ RMIT, VIC 

≥ Southbank Institute of Technology, QLD 

≥ Southern Queensland Institute of TAFE, QLD 

≥ Sunshine Coast TAFE, QLD 

≥ Swinburne University of TAFE—Wantirna, VIC 

≥ Sydney Institute of TAFE, St George Design Centre, NSW 

≥ The Design Works College, QLD 

≥ University of Ballarat, VIC 

≥ University of New South Wales, NSW 

≥ University of South Australia, SA 

≥ University of Technology Sydney, NSW 

≥ Victoria University, VIC

Southern Cross—Now on Facebook 

Join our “Southern Cross Awards” group on Facebook 

where you can keep updated and ask questions! 

For further information, please contact: 




Tel (03) 9690 1955 

Email jennifer@pca.org.au 


29

inspiration + c 

r eation = achievement 

2010 Key Dates 

Registration: 

Friday, 18 June 2010 

Entries Due: 

Wednesday, 28 July 2010 

30

Entry Form 

2010 Southern Cross Package Design Awards 

Registration due by Friday, 18 June 2010 

* 

* 

Use one form per entry 

Registration and payment can also be made online at www.pca.org.au/awards2010/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 2010 Southern Cross Package 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

Awards Manager Message - the Packaging Council of Australia

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