Vertex Awards 2025 – Amsterdam
Monday 19th May 2025 | Royal College Hotel

This year’s Vertex Awards took place at the elegant Royal College Hotel in Amsterdam, a fitting venue for the global celebration of excellence in private label packaging design.

Representing P&W, our Senior Designer Darren had the honour of attending the event and collecting a Silver Award for our work on Japanese convenience store chain, Seicomart’s 2024 Beaujolais Nouveau wine range! This standout project blended traditional French wine cues with contemporary, AI-driven artistry to create a series of unique wine labels tailored for the Japanese market, a compelling example of innovative packaging design with cultural nuance.

For a more in-depth look at the project, click here to view our case study!

The award was presented by Christopher Durham of the Velocity Institute and Phil Russo of Global Retail Brands, two of the most respected voices in the global retail branding and private label design space. The moment held extra significance for us, as Christopher has had a close relationship with P&W since the awards began. In fact, when the Vertex Awards launched in 2013, we were honoured to create the original Vertex Awards logo, a visual identity that helped define what would become one of the world’s most prestigious packaging design awards.

Run by the Velocity Institute, a global community focused on private brand innovation, the Vertex Awards are the only global competition dedicated solely to private brand packaging. The judging process is anonymous and internationally led, ensuring that each submission is assessed purely on merit.

Entries are scored based on creativity, marketability, and innovation, with design work needing to meet the highest standards in both visual impact and commercial relevance. Scores above 90 earn a Silver Award, making our win all the more rewarding.

As a leading UK packaging design agency, we’ve been proud supporters of the Vertex Awards from the very beginning. Over the years, our team has received recognition for several standout projects, including:

• Gold for Tesco’s Novelty Kids Tissues in 2015 – featuring fun, interactive animal designs to engage younger audiences
• Gold for Tesco’s Cereal Bars in 2014 – a fun and playful range to make sense of a previously disparate category
• Gold for Tesco Finest Cereal in 2014 – a luxury design solution that reflected the premium nature of the range
• Silver for Fresh & Easy’s Fruity Sorbet in 2014– combining bold design with commercial shelf appeal
• Bronze for Tesco Finest Herbals Teas in 2014 - a colourful and eye-catching range solution

Each of these projects demonstrates our commitment to strategic packaging design that not only looks beautiful but also drives results at shelf.

This year’s Vertex Awards event brought together an incredible group of international design agencies, retail thought leaders, and branding experts, all united by a passion for pushing boundaries in retail packaging. It was an inspiring opportunity to connect, share ideas, and celebrate the real-world impact that smart, creative design can deliver.

We believe packaging design should be more than surface deep, it should solve problems, tell stories and influence shopper behaviour. That’s what we aim for in every project at P&W, and why we’re thrilled to have our work recognised on this global stage once again.

Winning an award for our work on the Beaujolais Nouveau range is especially meaningful to us, as this wine holds a deep cultural significance in Japan, where its annual release is met with genuine excitement and celebration. We’ve had the privilege of working on this project for Seicomart for over 20 years (click here to find out more about the project), and each year we’re reminded of how wholeheartedly Japanese consumers embrace Beaujolais Nouveau, not just for its light, fruity flavour, but for the joyful sense of occasion it inspires. From midnight tastings and themed events to widespread media coverage, the third Thursday of November has become a highly anticipated moment in the calendar. This tradition beautifully aligns with Japan’s appreciation for seasonality and limited-time offerings, reflecting a cultural affinity for novelty, ritual, and timely celebration. Its accessible flavour and vibrant packaging continue to captivate a broad audience, establishing Beaujolais Nouveau as a symbol of cosmopolitan enjoyment and shared experience. Explore our award-winning packaging work for Seicomart here.

Here’s to more bold ideas, brilliant packaging, and design that genuinely makes a difference 🥂✌️