Rebecca Edwards, a young British designer at Hunter Luxury, is the winner of the O-I : Expressions Design Awards 2021.

She was awarded the top honour for her entry inspired by Old Norse legends.

The competition offered designers a distinct challenge: creating a high-end glass packaging design addressing a familiar issue spirits brands face: conveying enhanced sustainability and premium brand cues simultaneously.

Edwards created a drinks brand she named Ormr, Old Norse for snake, inspired by the story of the giant serpent Jörmungandr, which grows so large that it encircles the world.

Her packaging design marries mythology with the modern innovative process of Expressions, with detailed relief printing showcasing the snakeskin's unique patterns circling the glass bottle. "It's an honour to be recognised in the competition and a great way to start my career in packaging design. I work predominantly on secondary packaging, so it was fun to work on a primary packaging project," she said.

According to Melianthe Leeman, O-I's Global Category Director, Wine, and Spirits, "The judges were entranced by the creativity of Rebecca's design, in which the 360° depiction of the serpent captured the essence of the circular economy, in which glass plays such a vital role."

The competition recognised five finalists whose entries were printed onto Lux bottles from O-I. The other finalists included: Diana Moreira’s "Waste Spectrum" played with the contradiction between luxury and garbage; Rita Pires’ "Genius of London" drew on iconic London landmarks to highlight the threat of rising water levels; Joao Vieira’s "BrightFuture" offered the buyer a doorway into a more optimistic world; and Rodrigo Villalba’s "Cherish" used tropical plants and flowers to remind consumers of the beautiful world, which might be lost if we do not act urgently.

glass-catalog.com

Image: ORMR design by Rebecca Edwards