UPM expands its partnership with Pentawards

UPM has extended its partnership with one of the leading global platforms and communities for packaging design Pentawards to highlight the role of designers in co-creating a future beyond fossils.

According to UPM, packaging designers’ work is essential in developing packaging that is not only visually appealing and functional but also environmentally responsible.

‘At Pentawards we aim to honor design excellence, inspire creativity, and foster connections within the global packaging design community. By embracing industry changes as opportunities, we forge strong partnerships to navigate challenges. Sustainability is a key focus, and our collaboration with UPM allows us to educate, highlight and prepare the future of design,’ said head of Pentawards, Adam Ryan.

For UPM this partnership is an opportunity to emphasize the significance of sustainable design in the packaging value chain and to demonstrate the impact of its circular and recyclable materials for packaging solutions.

‘Packaging designers have the power to be the true changemakers when it comes to improving the sustainability of products. Sustainable packaging design can be inspiring, but also demanding, due to changing regulations and pressure from consumers and brands,’ commented UPM brand director Kristiina Jaaranen.

According to Ellen McArthur Foundation’s study, rethinking packaging means innovating at the packaging design level to provide the same essential packaging function, while designing out waste. For example, moving from non-recyclable to recyclable packaging formats or using a completely different type of material. Packaging designers combine their creative skills with an understanding of environmental considerations, user needs, and brand objectives.

‘Together with Pentawards, we are here to support the designers in creating packaging solutions beyond fossils,’ added Jaaranen.

UPM and Pentawards are also looking into possibilities of further supporting packaging designers in their sustainability path in the coming years.

‘We are continuously aiming higher in our commercial success with a broad range of versatile packaging materials and value-adding co-creation projects and appreciate the holistic partnerships we have built with our partner brands and designers,’ concluded Jaaranen.