Pentaward Gold Winner
Monteith's Single Source
Monteith's Single Source packaging, created by Designworks' Auckland, has been awarded Gold in the beverages beer, cider and low alcohol category of the 2011 Pentawards. The Pentawards is the first and only competition exclusively devoted to packaging design and is open to entries worldwide.
The mission of the awards is to promote creativity in packaging to an international audience. Entries are judged by a panel of world-renowned experts in packaging design and marketing, with winners receiving bronze, silver, gold or platinum awards. With nearly 1000 entries from 5 continents, the 2011 Pentawards was stiff, with winners in past years including such big names as Karim Rashid and TurnerDuckworth.
Developed alongside head brewer, Tony Mercer, Monteith’s Single Source is the first beer of its type in New Zealand to really hero the process and philosophy of “beer of origin”. By taking the notion of terrior, which is so widely understood in the context of the wine industry "Monteith’s wanted to champion the beer category and raise it up to achieve a new appreciation for the quality and diversity of our beer brewers and the brewing process”, as Michael Crampin, Designworks’ Head of Creative Strategy explains."The job of the pack to detail the unique journey of the beer's creation."
Early on in development the term Single Sourcing was coined to explain the manner in which the ingredients are each sourced from single origins. With the as a basis, the project was then guided by three design principles that focused the process. Firstly the approach was centred around being singular, a single-minded idea about how sourcing from single origins was to operate and define the brand. Secondly whatever was included must be essential; all details were there for a reason or not at all. And thirdly, authenticity, all aspects of how the beer was packaged and developed must be true to it’s origin and it’s uniquely crafted character.
The approach of brewers and designers was geared around the notion of full traceability, which culminated in the name. “The name is that process – single sourcing – handpicking place and people, the bottle as a protector, the signature line as the human journey of the beer’s creation”, as Group Head of Design, Jef Wong outlines, "The outcome, Single Source, is a credit to our client and their bravery in leading a project that embodied such a category-leading approach."