PepsiCo at pentawards live


During the previous edition of Packaging Innovations, the worldwide renowned Pentawards packaging design award was introduced to the Dutch public. Whereas the 2018 edition only focused on particular parts of the Pentawards, it is now time for the next step.


In the packaging industry, Pentawards is considered the most prestigious packaging award in the world. During Packaging Innovations 2021, Packaging Innovations and Pentawards will jointly organise a unique and internationally oriented programme. Leading and emerging brands, packaging suppliers, and design agencies will highlight the biggest challenges of the Dutch packaging design market. In addition to the conference programme, Packaging Innovations 2021 will also feature a Pentawards exhibition, including the 2021 award winners.


Design Deconstructed

Pentawards Conference

Pentawards has partnered with Packaging Innovations Amsterdam to bring some exclusive content at this year’s show.

As the Pentawards community has grown, so too has its position as a connector between the various layers within the packaging value chain. This unique position has enabled Pentawards to use its extensive networks to host events that create space where thought leaders and creative innovators across each pillar within the packaging value chain can convene.

The Pentawards Conference is aimed at brand owners, designer, students, and packaging suppliers / manufacturers. This years theme is Design Deconstructed.


Marcel Verhaaf

Executive Creative Director & Sustainability Team Lead


With a career spanning 30 years, Marcel is responsible for the creative vision and design effectiveness of SGK’s work across brand and packaging design. Having worked on sustainable packaging since the early 90’s, he is also the driving force behind SGK’s sustainable innovations and designs executions.


Head of Design EU AED


Silke Bochat is a Design Executive with +15yrs of international experience in complex, large FMCG and non-FMCG corporations such as Colgate, PepsiCo, Vodafone, Mars and Beiersdorf and an outstanding track record of award-winning, highly performing design leadership approaches and brand designs, brand experiences and innovations.


Design Leader


Steve Honour works as Design visual identity within Diageo Europe & Africa and he has had the pleasure of leading the creation of new brands, brand identities and packaging of some of the biggest global spirit and beer brands that exist today such as Guinness, Hop House 13, Smirnoff, Captain Morgan, Roe & Co, Haig Club and many more.

Dutch winners pentawards 2021

QUOTE ADAM RYAN – head of pentawards

“The 2018 competition saw an increase in participation by 15%, with entries coming from a staggering 64 countries. In addition, the Pentawards has successfully programmed conferences in Amsterdam last year, but also in Shanghai, New York and London to packed audiences, delivering content that has sparked debate and pushed the boundaries of innovation and creativity in packaging. We will use this experience to come up with an incredible line-up at Packaging Innovations 2021”.