Gentlebrand, a global packaging design studio based in Italy, won two distinctions during the Pentawards 2025 gala in Amsterdam. The awards were given for the Avance perfume collection and the Rosae wine bottle. Both solutions were evaluated for innovation, emotional impact, and approach to sustainability. Pentawards, held since 2007, is among the leading international competitions dedicated to excellence in packaging design. Each year it receives over 2,000 entries from more than 60 countries, and submissions are evaluated by an international jury of over 50 experts representing brands and agencies. The distinctions underline the importance of creativity and innovation across the categories beverages, food, cosmetics, sustainability, and brand identity. This year's edition highlighted projects that combine aesthetic value with functionality and a lower environmental impact. The awarded projects related to the perfume and alcoholic beverages segments.
Avance: a sensory design inspired by chess
The Avance series received a Platinum distinction in the "Professional Concept" category. The concept draws on the game of chess and comprises twelve limited-edition fragrances, each associated with a chess piece. The design explores the relationship between reason and emotion and the interplay of light and shadow, with the bottles treated as carriers of a scent narrative.
"Avance explores the complexity of the human soul through the language of fragrance and design, creating a unique experience that combines art, emotions, and storytelling" comments Andrea Rizzardi, Gentlebrand director.
Rosae: elegance and sustainability in bioPET
The Rosae project received a Silver distinction in the "Sustainable Design – Beverages" category. The 750 ml wine bottle is made of bioPET to reduce environmental impact while maintaining functional and aesthetic qualities. The shape, inspired by rose petals, combines soft lines with a lightweight structure, and the label underscores the wine's character. The solution aligns with circular-economy principles and highlights sustainability as a direction for innovation.
"Through the lightweight and durable construction of the Rosae bottle, we have demonstrated that sustainability can also mean beauty and prestige" adds Andrea Rizzardi.
Packaging design as a catalyst for change
"A Pentawards distinction is among the most significant achievements in the packaging world. It validates Gentlebrand's approach of combining creativity, research, and a vision focused on shaping brand experiences that leave a lasting impression. We are part of a growing global community that views design as culture and as a catalyst for change" concludes Andrea Rizzardi.
