The Pentawards have as a mission the global promotion of packaging design. Brigitte Evrard, Pentawards co-founder, states that: "Packaging design is a very demanding and difficult discipline, as it is subject to the laws of a market more and more focussed on cost reduction and short-term profitability. Packaging designers must often do a lot with a little. The goal of the Pentawards is to reward designs originating from all markets, from mass-market to luxury."

To facilitate this, the awards are structured in five broad categories that group together almost 40 sub-categories. The first edition of the awards attracted 517 entries from 42 countries, with winners receiving bronze, silver, gold, platinum or diamond Pentawards. The diamond and platinum winners were presented with their trophies during the Luxepack Exhibition held recently in Monaco, and their creations will be displayed at the Luxepack Exhibition in Shanghai in November 2007. Design Bridge Amsterdam snagged the Diamond Pentaward, best of show, for its work for Swinckels beer (shown at right).

Inscription for the 2008 Pentawards 2008 will be open from 1 May to 13 June 2008. More information, and examples of the winning entries, is available on the Pentawards site.