We’ve been doing DIELINE Awards for 16 years, and it’s still pretty incredible when we think about it.
Over those 16 years, we’ve seen some remarkable packaging come across our desks and laptops, and the 2025 edition of the DIELINE Awards definitely didn’t disappoint. As it turns out, we all care a great deal about packaging, and there isn’t a week that goes by without us seeing a new brand that we’re excited about or some high-profile redesign receive its flowers (or heaps of trolling criticism and takedowns).
So, of course, you should give out awards for that kind of thing!
DIELINE Awards remains one of the world’s largest global packaging design competitions. Sponsored by Designalytics and presented by Luxe Pack, DIELINE Awards 2025 recognizes the best and brightest designers and agencies creating product packaging worldwide, raising awareness of the enormous value of brand packaging design.
Today, DIELINE announced its 2025 awards winners, presenting trophies to 169 recipients across a whopping 41 categories, not to mention our 15 overall top winners. The awards were presented onstage in New York City at Luxe Pack New York.
This year, Dieline received over 1,400 entries from 38 different countries. Taken together, the prize-winning recipients offer a snapshot of where the packaging industry is heading, not only with bold and innovative designs but with many brands committing to plastic-free materials. Here, you’ll find some of the best design agencies, studios, in-house teams, and independent designers in the game today.
The awards’ jury chairs featured a who’s who from the world of design—luminaries like Rapha Abreu, Vice President of Global Design at Coca-Cola, Lisa Smith, Global Executive Creative Director at Jones Knowles Ritchie, Pearlifisher NY Executive Creative Director Matt Sia, David Hartman, Vice President of Creative at Walmart, and Justin Lortie, CEO and Co-Founder of Wedge. All entries were judged by a panel of jurors who are experts in their given field and evaluated across five categories—creativity, marketability, innovation, execution, and on-pack branding, with every entry going through two rounds of rigorous critique and appraisal.
So, are you ready to see some certified GRADE-A level packaging? Well, get a pot of coffee going—here are all the 2025 DIELINE Awards winners.
BEST OF SHOW
Rollr: The Last Deodorant You’ll Ever Buy
by Mother Design
Your armpits always deserved better than a plastic tube. You know that, right?
Well, our judges agreed, and this year’s overall Best of Show winner was the sustainable deodorant brand Rollr. Designed by Mother Design, along with the brand’s founder Milo Pinckney and product designer Joshua Oates, Rollr is a refillable “natural antiperspirant” packaged in a stunningly sculpted and ribbed glass bottle. Once you remove the rounded cap, you’ll find a funky little gemstone roller—hence the name—that dishes out the concentrated smells of Vetiver & Lemon or Mandarin & Cedarwood. The brand’s zero-waste refills, packaged in paper, require 90% less packaging to be produced than other deodorants on the market. Because it’s a concentrate consumers must add water to, you’re shipping around less weight, which we all know is great for the planet and keeping emissions down.
Moreover, what’s not to love about the luxurious delivery system? Not that we’re inviting everyone over to inspect our bathroom, but it’s the kind of conversation piece that sits with your other toiletries and makes a quiet statement.
Who knew you could turn deodorant into an experience?
STUDIO OF THE YEAR
Wedge & Nice People
Wedge
Last year, the Montreal brand and design studio Wedge nailed down nine awards en route to winning Studio of the Year, which was, incidentally, the most amount of Ds collected by any Studio ever at DIELINE Awards. But this year, they had some competition from another previous studio of the year winner (more on that in a second).
Still, for the second year in a row, they’ve won Studio of the Year, with five big wins for Matheson Food Company, Diana’s Seafood, Live Soda, and Raazi Tea, cementing their status as one of the industry’s leading CPG specialists.
Nice People
For the first time in the history of DIELINE Awards, we have a tie for Studio of the Year, which couldn’t have been shared by nicer people.
Branding studio Nice People earned five awards for their work on Typical Day, Enlighten Candles, and Gifted. Led by Amber Asay, the agency has catapulted itself into the limelight by developing approachable and often luxurious branding and packaging with unique structures. What’s more, they “believe branding doesn’t end at a logo,” and they “take pride in specializing in all possible touch points beyond that — from packaging to websites and everything in between.”
View Wedge / View Nice People
EDITOR’S CHOICE
Tilt
Established
We can’t let our judges have all the fun year in and year out—which is precisely why we have the Editor’s Choice Award. And this year, it went to none other than the immensely deserving Established and their work on the inclusive beauty brand Tilt.
Tilt Beauty’s foundation of accessibility and inclusivity prioritizes ease and comfort. Its packaging is specially designed for those with chronic pain and low vision, and it’s the first beauty brand to receive an Ease of Use certification from the Arthritis Foundation.
Every touchpoint of the brand is highly intentional and considered, and they’ve more than earned the tagline of “beauty that feels better.” You’ll find braille and easy-pull tear strips on the outer boxes—they’ve also utilized the Braille Institute’s Atkinson Hyperlegible font on the boxes and the website to ensure overall readability for folks with low vision. The products use grippable cases; Lashscape’s mascara packaging features an oversized grip and a shortened wand that offers more control. Meanwhile, the Grip Stick Hydrating Lip Treatment sports a magnetic closure.
Oh yeah, and it’s refillable and reduces plastic waste by 76% compared to buying new. Not too shabby!
Plastic Free Innovation of the Year
Wild Body Wash 2.0
Morrama
Given alongside the non-profit advocacy group A Plastic Planet, this year’s Plastic-Free Innovation of the Year went to the design agency Morrama for Wild’s Body Wash 2.0. The plastic-free, refillable body wash makes use of a refill comprised of Vivomer, a material made by Shellworks that can biodegrade in soil or marine environments within six months. Most refill systems tend to use a plastic pouch for the refill, and while it does decrease overall plastic usage, they are often unrecyclable. With Wild’s refill, you simply unscrew the top of the infinitely recyclable aluminum bottle and drop the compostable refill in.
View Case Study
REBRAND OF THE YEAR
Manischewitz
Jones Knowles Ritchie
While we saw plenty of inspired brand redesigns over the past year, one overwhelmingly wowed our judges—JKR’s work on Manischewitz.
For over 130 years, Manischewitz has been the go-to kosher staple in grocery stores around the world (and their matzoh crackers are this writer’s preferred vehicle for sardines and good mustard). However, the brand also wanted to break free from the confines of the ethnic aisle and find its way onto the tables of all consumers via a warm hug of a refresh that’s as cozy as a bowl of matzoh ball soup.
“Manischewitz holds a special place not only in Jewish culture but American culture. Simply mentioning the brand evokes thoughts of Jewish cuisine, although people may not have had a clear visual of what it looked like. This presented an opportunity to establish a distinct brand identity that not only extends the understanding of Jewish culture through food but also beckons the mass-market consumer base to embrace a new category that goes beyond the confines of the Jewish food section,” explained Lisa Smith, global executive creative director, at JKR. “At the same time, we wanted to respect and bring joy to Manischewitz’s loyal consumer base by enhancing their brand experience across all touchpoints.”
DESIGN FOR GOOD AWARD
Gifted by Freefrom
Nice People
Now in its fifth year, The Dieline Design For Good Awards honors the agencies and creatives who take up the issues and necessary causes meaningful to them, creating work that gives back to humankind while emphasizing kindness and promoting a higher quality of life.
Courtesy of 2023 (and now 2025) Studio of the Year-winner Nice People, Gifted is a social enterprise with a mission to end gender-based violence. The survivor-owned and operated business also partners with other survivors to help grow their personal business ventures. Nice People was brought in to revamp Gifted’s brand identity, packaging, website, and merch, with bold, condensed protest-inspired type for product names that double as a mission statement and a message of hope.
With a message on shippers that reads, “Here, gifting is an act of radical love,” they highlight to consumers that they are investing in survivors, helping to pay it forward, and advancing a community-driven changemaker.
DESIGNALYTICS DESIGN EFFECTIVENESS AWARD
BUILT Redesign
Interact Brands
The Designalytics Effectiveness Awards, in partnership with Dieline, were created to help elevate the role of package design by spotlighting the impact it can have on consumer brands. As always, winner selection was entirely data-driven, based on sales performance in the marketplace, as well as rigorous quantitative consumer testing. This year’s grand prize winner is BUILT and its agency, Interact Brands.
Founded in 2018, the brand creates snacks for protein-conscious, on-the-go consumers, and this reimagined packaging leans into its strengths. Among other changes, the new look features a bolder logo, a modified hierarchy of communication, and enhanced flavor imagery. Consumers embraced the new look, with nearly two-thirds preferring this version over the previous design, and the sales results reflected this. During the six months following the redesign, dollar sales tripled and sales per point of distribution doubled compared to the same period during the prior year.
“The response to our brand refresh has been incredible. It’s been exciting to see so many people connecting with BUILT in a whole new way,” said Megan Crossland, chief commercial officer at BUILT. “We’ve always known we had a great product, but this new look helped us show up on shelf in a way that truly reflects who we are. Big thanks to the Interact team for their creativity, collaboration, and vision. Their work played a big part in helping us reach more people.”
Designalytics will be announcing the rest of this year’s Designalytics Effectiveness Award winners soon. In the meantime, congratulations to the teams at BUILT and Interact Brands on an impressive redesign and a well-deserved grand prize!
Best of Food
SAMMONTANA BIS!
Auge Design
No one does food branding quite like Auge, and there’s a reason they’ve collected as many awards as they have since opening their doors in 2016. Everything they touch is deliciously elegant and refined.
Sammontana Bis! is no exception.
Launching a new product for the 70-year-old brand, sumptuous food photography announces the arrival of their gelato sammy with a mouthwatering sauce dip. With its poster-like feel, the typography is laid out like a playbill and centers around the idea of performance and spectacle. We can’t think of a better way to box up ice cream.
Best of Beverage
Nazionale – Spirito Italiano
Auge Design
OK, you know how we just said no one does food branding quite like Auge?
The same applies to all of your drinky-poos, too.
With Nazionale, our best overall beverage design in the competition and a new-to-world brand with two offerings, a Limoncello and an Amaro, the design took inspiration from traditional Italian bar life and a regular staple of those watering holes—foosball tables. At first, what looks like an interesting, oddly cut label is actually a depiction of a foosball plater, and the brand uses the usual red and blue colors of the players (red for the Amaro, blue for the Limoncello). Even the spherical caps look exactly like the head of a foosball player. Additionally, you’ll find a UV-embossed logo that adds a tactile element to the design and a die-cut crest similar to the one you’d find on a genuine foosball table.
It’s eminently luxurious, deeply Italian, and playful—just the perfect new addition to your bar cart (but definitely not an oversized foosball table).
Best of Health, Beauty, & Personal Care
Tilt
Established
Best of Home, Shopping, & Other Markets
BREVRN X NASA Candle Collection
BREVRN
Designed by Brevrn, the NASA Candle Collection is a premium home fragrance brand that respectfully pays homage to NASA and its design lore, as well as the US’s striving for technological progress (you know, back when we cared about Science and weren’t too preoccupied with launching Katy Perry into space for not forever).
Stainless steel and lightweight containers reduce shipping costs and emissions and are easily recyclable. Meanwhile, the outer packaging avoids all plastics and foam fillers for a sustainable presentation, with a fully corrugated E-flute carton that gently hugs the candle. The double-door box also features an “ejection mechanism” in the carton liner, which is also very, very NASA.
Best of Brand Identity
Diana’s Seafood
Wedge
If you currently reside in our neighbor up north, you know that Diana’s is a Canadian institution and is considered the “Mother of Seafood.” With Wedge’s refresh of the beloved seafood brand and winner of Best Brand Identity, they delivered a complete 180, with a massively overhauled design system to help them land in retail.
Wedge goes bold and big, altogether scrapping the original logo and using pristine photography to show off the brand’s offerings. Gorgeous illustrations by Bill Rebholz and vibrant typography further bring the brand to life. “The challenge was to honor the brand’s deep-rooted history while introducing something fresh and modern,” said Wedge co-founder and CCO Sarah Di Domenico earlier this year. “And do it with a new brand with zero awareness in the category. It had to stand out, feel iconic, and immediately signal quality to a new generation of seafood lovers.”
Wedge’s motto is that “everything can be special,” and it absolutely applies to frozen seafood, which surely has to be one of the sleepiest CPG categories around. Once again, Wedge doesn’t miss.
Best of Sustainability
Graza ”Beer Can” Refills
Gander
I’m always shocked that Graza’s now notorious squeeze bottle of olive oil didn’t win Best of Show when it first launched, as it was EVERY designer’s focal point of jealousy. It was always a fairly genius idea to package up olive oil just like they do in a restaurant. Now we’re all celebrity chefs with a Michelin star.
Of course, there was one little problem—it’s plastic.
However, instead of folks throwing out the bottle when their “Sizzle” oil was donezo, folks were filling it up with another preferred EVO of choice. Now, thanks to the design agency Gander (who also designed the OG squeeze bottle), the brand has disrupted the space further by introducing refills in beer cans.
The aluminum, nitro-sealed cans feature new illustrations that play with the theme of refilling and perfectly match the serving size of the squeeze bottle. Additionally, the can blocks out light, which helps preserve the oil’s flavor, and is infinitely recyclable, making it a sustainable win for one of the hottest brands around.
Best of Concept
Workflow Candles
By Oleg Kriukov
Procrastination is the devil, and everyone is distracted to death. Aside from locking your phone in a Fort Knox-level safe and nuking the interwebs from orbit, there has to be a better way.
Designed by Oleg Kriukov, Workflow is a series of aromatic candles packaged in minimal ceramic jars that act like a timer (and even look like one) so that the user can get down to brass tacks and get shit done. With ten candles packaged in each box, each one has a specific burn time and encourages deep focus. Once you’ve burned through all that productivity, you can reuse the jar as a cup and look back on all you accomplished without refreshing BlueSky or Instagram (we hope).
FOOD
Breads, Cereal Pasta
Dairy or Dairy Alternative Products
Sauces, Oils, & Spices
Fruits, Veggies, Fish, Meat, and Meat Alternatives
Ready to Eat, Fast Food, Meal Kits
Confectionary Desserts and Sweet Snacks
Savory Snacks
Beverage
Water
Soft Drinks
Tea & Coffee
Functional Beverage
Beers, Ciders, & Malt
Low-Alcohol and No-Alcohol
Wine & Champagne
Clear Spirits
Dark Spirits
Ready To Serve Cocktails
Heath, Beauty, And Personal Care
Clothing, Fashion, And Fragrance
Health Care
Body Care
Beauty & Cosmetics
Home, Shopping, Other Markets
Household Maintenance & Home Improvement
E-Comm Packaging
Electronics, Office, E-Commerce, Entertainment
Baby, Kids, & Pets
Tobacco & Cannabis
Sustainable Design
Food
1st Place
Hotel Chocolat – Chocolate Easter Egg Packaging
Hotel Chocolat Design Studio
Beverage
1st Place
Sustainable Beverage Ecommerce Packaging: Flexi-Hex + Custom Corrugated
Veritiv Sustainable Design Lab
Health, Body, and Beauty
Home, Shopping, & Other Markets
1st Place
The Xbox Series X Robot White Digital Edition and Galaxy Black Special Edition
Microsoft In-House – Global Packaging and Content
Visual Brand Identity Systems
Food Brand Identity Systems
Beverage Brand Identity Systems
Health, Body, & Beauty
Home, Shopping & Other Markets
In-House
In-House All Categories
Limited-Edition
1st Place
Timberland x Notorious B.I.G. Seeding Kit
Hovers Over Water™ Brand Design and Graphic Studio
Private Label
Luxury
Brand Partnerships and Collaborations All Categories
Startup Brands
CONCEPT WINNERS
Concept Best of Show
Workflow: anti-procrastination candles
Oleg FireSPX, designer
Best of Concept – 1st Place
Totem Cereals Collection
The Duo – Silvia Maio & Rui Bravo
Best of Concept – 2nd Place
Calénton
Morgan Hastie
Best of Concept – 3rd Place
NATURAL GLOWMULA WELLNESS GUMMY SUPPLEMENTS
Concept Bread, cereals, pasta
Boiling Point
Inna Efimova
Concept Dairy or dairy alternative products
Adopt a Cow
ShenZhen Lingyun creative packaging design Co.,Ltd.
Concept Spices, oils, sauces
Smokey Bones
Andrianna Georgekopoulos
Concept Fruits and Vegetables, Fish, Meat, Poultry & Alternatives
Grovey Garlic
William Colgrove
Concept Ready to eat, fast food, meal kits
DokoDemo
Jahan Ramezani, Jasmine Dang, Alex Nishida, Addie Kern
Concept Confectionary, desserts, and sweet snacks
Amura
Human
Concept Savory Snacks
Honest Junk
Design Womb
Concept Water
Laoshan Aerated Natural Mineral Water
Banwea Brand Design (Shanghai) Co., Ltd.
Concept Soft drinks, juices
Dou Soymilk
Siyu Shen
Concept Tea and Coffee
LiMianYou Tea
ShenZhen Lingyun creative packaging design Co.,Ltd.
Concept Functional Beverages
Isotonic – I’m Siberian
Maria Victoria Uribe Plata
Concept Beers, Ciders, & Malt
LALU Label Twist
Laura Ramos y Lourdes Suárez
Concept Low-alcohol and no-alcohol drinks
XUN
Guangdong Industry Polytechnic University
Concept Wine & Champagne
El Vingelo
Ceren Burcu Turkan
Concept Clear Spirits
SUPRA
VANESA GARCÍA ESTUDIO
Concept Dark Spirits
Maker’s Mark – No Label
Simple Packaging Studio
Concept Ready to Serve Cocktails + Seltzers
KILATO
KNOM DESIGN
Concept Health care
Doze
Maryland Institute College of Art
Concept Body Care
DUET Hair Care
PacPac Agency
Concept Beauty & Cosmetics
HUB
Cliche Studio
Concept Household maintenance & home improvement
MITTEREUM
AGARCIA STUDIO
Concept E-commerce packaging
Emiliano Bellini
Pámela Ruiz Wahli, Carla Gutierrez Sepulveda, Cristina Eirea Ponte
Concept Electronics, office, e-commerce, entertainment, & self-promotional
Anker Electronics
ArtCenter College of Design / Cole Ferris
Concept Baby, Kids, and Pets
Pawstine Peachy Clean Dog Grooming Kit
Art Center College of Design / Betzaida Ledezma
Concept Tobacco & Cannabis
Above Below Cannabis
Carmela Zabala
Concept Sustainable
Gu Energy Labs
Art Center College of Design / Gabriella Escobar
Concept Luxury
Setz
Gautami Upadhyay
