10 Years in Review: 10 Pentawards

This month, we were honored to be the recipients of our 10th Pentawards, the most prestigious worldwide award exclusively devoted to packaging design. A look back into the past ten years:


1- Evian Palace bottle 2008 Silver Pentaward

Category: Luxury - Gourmet Food


For this limited release for the US Market, Evian's goal was to reinforce the brand premium positioning in the water-market, creating the next generation iconic Evian on-premise bottle. The bottle features a unique stainless steel custom tray, a specially designed pouring spout and detailed packaging structure made for high-end bars and restaurants.



2- J&B-Rare 2011 Edition

2012 Silver Pentaward

Category: Beverages - Limited editions, limited series, event creations

We designed a global, limited edition gift pack that expressed the history of the brand and its positioning as “the world’s party blend.” We created an interactive pack that encourages consumers to put their own twist on the brand story. The outer packaging is three separate cubes that turn to create fun and unexpected combinations. The cubes are decorated with 12 illustrative panels that take inspiration from the brand’s history as well as its positioning as the world’s most unconventional whisky.


3- John Walker & Sons - Diamond Jubilee

2012 Gold Pentawards

Category: Luxury - Limited editions, limited series, event creations


We designed the Diamond Jubilee Blended Scotch Whisky to celebrate Queen Elizabeth II’s 60 years on the throne. Only 60 bottles of 60-year-old scotch were produced; each bottle containing a blend of grain and malt whiskies, distilled in and matured since 1952, finished in a cask of English oak from the Queen's Sandringham Estate. This unique blend comes in a diamond-shaped crystal decanter made by Baccarat, set with a half-carat diamond in a Britannia silver collar.

More on Business Insider & The Telegraph.


4- John Walker & Sons - Odyssey

2013 Silver Pentawards

Category: Luxury - Spirits


Standing among the rarest of Scotch whisky blends in the House of Walker, Odyssey comes in an ultra-modern crystal-grade glass decanter, presented in an elegant box that enables it to swing freely back and forth yet always remaining upright. We created this design in homage of Sir Alexander Walker's legendary 1923 'nautical' decanter and as modern interpretation of the House of Walker's dynamic progression. Since its launch, Odyssey has elevated perceptions of the entire Johnnie Walker portfolio.

More in Robb Report & The Dieline.


5- Dove Men + Care

2013 Gold Pentawards

Category: Body - Beauty (perfumes, cosmetics, make-up, body decoration etc.)


Back in 2010, one of the beauty's industry most enduring and iconic brands stepped into the market of male grooming products. We designed Dove Men+Care to fill a white space in the marketplace and elevate the grooming experience for men. We crafted a graphic language, supporting the brand's commitment to superior care through the use of crafted details and simple graphic elements with bold colors, defined shapes, bands and textures.

More in Fast Company


6- Mortlach

2015 Silver Pentawards

Category: Luxury - Spirits


Born out of Mortlach's unique distillation process, the Single Malt Scotch Whisky was designed with its heritage in mind. We inspired ourselves by the land upon which it was created, in the heart of Dufftown and at the epicenter of Scottish whisky production. The bottle design imitates geometric's foundations & silhouettes of Duffton's bridges and easels.


7- Cîroc X

2015 Gold Pentawards

Category: Luxury - Spirits


CÎROC is the world's first and only vodka made exclusively from French grapes. To celebrate Cîroc's 10th anniversary, we designed Cîroc X, a celebration of the first harvest grape. The bottle's elements works seamlessly to tell the story of the liquid and the expert distillation process, elevating Cîroc X to iconic status within the Cîroc portfolio and the vodka category.

More on The Spirits Business.


8- Hilhaven Lodge - Whiskey

2016 Bronze Pentawards

Category: Luxury - Spirits


Crafted from exceptional American whiskeys, the Hilhaven Lodge combines aged Bourbon, Rye and Tennessee Whiskeys for a rich and flavorful spirit. We designed the bottle, taking direct inspiration from the Hilhaven lodge, famed to house some of Hollywood's most iconic celebrities. Our challenge was to create a living representation of this legendary piece of history by delivering a connection to the past through a new bottle and label that echoes with stories of The Lodge’s history and heritage.


9- Orb

2017 Silver Pentawards

Category: Body - Health care


In an opportunity to disrupt the emotionless vitamin industry, Orb created nutritional supplements complementing people's active lifestyles. Our brand goal was to alter common perception of vitamins as medicine and create a healthy ritual to fit beautifully into consumers’ wellness habits. With its big personality, fresh look, and approachable tone, Orb pushed the vitamin market in a more human-centric, approachable beautiful direction.

More in US Magazine & Pure Wow.


10- Johnnie Walker Blue Label Ghost & Rare

2018 Bronze Pentawards

Category: Luxury - Casks, Cases, Gift boxes, Ice buckets


For this special release made of precious whiskeys from ghost distilleries, we created a bespoke, book-inspired pack—the first in a library of rare whiskey releases. We added a second medallion to the bottle's neck; combining the iconic Blue Label and Brora crest in a one-of-a-kind illustration, conveying the premium whiskey blend's honest and exceptional character.

More in The Telegraph & Robb Report.


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We want to thank Pentawards for their strong support for the past 10 years. Each award is a testament to our belief in crafting compelling brands and designing powerful stories. We are proud of our team at forceMAJEURE and grateful for the strong partnerships we hold with our clients. Seven out of these ten awards are the fruit of collaboration with Diageo and we want to additionally thank them for placing their trust in forceMAJEURE as well as their support in making each award a commercial success.

From left to right: Raphaelle Mahieu, Megan Bradley, Michelle Mak, Laurent Hainaut, Catherine Mountain

The turn of our 10th year as Pentawards recipients was made special with the first ever Pentawards conference held in NYC. This year, Laurent Hainaut, Founder & CEO of forceMAJEURE opened the conference on "Winning Mentality", presenting an insightful exploration of his perspective when it comes to winning by design. The session covered how we redefined our agency's metrics for success, whilst also underpinning the best practices for a modern design ecosystem. Read more about the conference here.

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