PIDA (Packaging Impact Design Award) is a prestigious packaging design competition that Korsnäs runs in partnerships with universities in France, Germany and Sweden. Brief
Design luxury packaging for the future, using Korsnas white top kraftliner.
Choice of the topic: Renewal of Sensuality. In an increasingly pornographic society, the importance of sensuality and physical communion between partners has been diminished over the years. The body has been reduced to a commodity and a culture of disrespect and bestial instinct has flourished
The search for the other's pleasure and the rediscovery of the feelings of love, intimacy and mutual respect will take over the lack of warmth of one-night-stand relationships. The partner’s pleasure will be the priority, encouraging the decline of physical selfishness.
Connivence packaging is part of the 'erotic chic' market, a top notch market that intends to grow in the years to come. It includes a small range of top erotic products, found in 'love shops'. With its floral-design opening and various compartments, it represents the intimacy within a couple.