this packaging has won the first prize at uk packaging awards 2012. the judges at uk packaging award mentioned that a cupcake holder, which is designed by design futures for fellow sheffield company fancie, broke the conventional territories of packaging design and provided a new scope for innovations. this packaging won the cartonboard pack of the year 2012 award. design futures, which is the university&39s inhouse design agency and consultancy, produced the cradlestyle package. as fancie realized people were often buying cupcakes to eat onthego from its meadowhall store, fancie decided to provide a suitable packaging for cupcake. it was a challenge for the team to produce packaging for the product, which would facilitate easy assembles for staff that would endorse the brand. team also required delivering packaging that would be in instinctive for consumers and at the same time protect the product. as this packaging is printed in just one colour and made up from a single sheet of cardboard, judges liked the concept and appreciate packaging design. one of the judges spontaneously said that a carry pack is stunning and had vast potential to expand into other categories. cost effectiveness of the pack also proved an added advantage to claim the award. the magnificent combination of innovation, convenience, and difference pushed this design to the top. john kirkby, who is creative director at design futures, mentioned that the consultancy finds it prideful to work with the local businesses to improve the products. he further said that the fancie cupcake holder is a combination of intuitive design blend with a clear business need. though the design is simple and can be easily assemble with using just one cardboard sheet, it is a skilful, as well as a tricky job. kirkby mentioned that the skilful design provided by design futures and fancie&rsquos excellent branding introduced an innovative product in the product packaging industry. kirkby said that being a winner at the uk packaging awards is a fantastic feeling. to top it all, winning a prize with packaging made for a local sheffield company is like icing on the cake. he said that the competition was very tough as the world leading packaging brands and companies participated in it. amanda perry, who holds the post of director at fancie, said that she found it a pleasure working with design futures. it was a valuable experience for her. she further mentioned that design futures&rsquo immense knowledge of the industry and understanding of small business budgets helped them to draw a solution that is beautiful and at the same time practical, as well. perry further mentioned that their packaging has become an iconic symbol in sheffield and helped to grow their brand. perry also mentioned that it was impossible for fancie to achieve this success without the help of design futures. design futures was a runnerup in the best repackaging of a brand category for their remarkable work on the tea experience. the team of five members was also shortlisted for the award of design team of the year. josh brooks, who is the editor of packaging news, said that it is a great achievement to win the uk packaging award. in terms of packaging design and use, it is a proof of real innovation. he congratulated design futures on its victory. the packaging awards was sponsored by leading industry title &lsquopackaging news&rsquo. the award function was held at thursday night at london hilton on park lane. more than 700 of the industry&rsquos elite gathered together for this prestigious award ceremony. source of information httpcreativeboom.co.uknewsfanciepackageisicingonthecupcake
