“Better with Less – Design Challenge’s” jury strives for circularity


CATEGORY: Awards BRAND: Metsä Board

The focus of this year’s ‘Better with Less – Design Challenge’ competition is creating easily recyclable and resource-efficient packaging solutions that generate less waste. The competition started on 1 June, and is open till 1 December 2022.  In a newly released video the jury members share their views on circularity and the role designers play in achieving it.

Jury member, Andrew Gibbs, Founder & Editor in Chief of The Dieline magazine believes that the packaging industry is at an inflection point where the move towards circularity is rapidly shifting. 83% of younger consumers have shown that they're willing to spend more and to pay more for sustainable brands. Fellow jury member Jennifer Patrick, Global Director of Packaging and Branding at Patagonia thinks that one of the things that is the most challenging part about packaging design is really trying to minimise the amount of material used.

See the other thoughts on packaging circularity on the new Better with Less – Design Challenge video.



The Better with Less – Design Challenge competition jury includes:


· Andrew Gibbs, Founder & Editor in Chief, The Dieline



· Ben Parker, Co-founder of creative design studio Made Thought



· Brandi Parker, Head of Sustainability, Pearlfisher



· Brian Collins, Chief Creative Officer, Collins



· Carin Blidholm Svensson, Creative Director & Founder, BVD



· Diana Sanchez, Visual Design Associate Manager, Accenture Song



· Jennifer Patrick, Global Packaging & Brand Director, Patagonia



· Sian Sutherland, Co-founder, Plastic Planet



· Ilkka Harju, Packaging Services Director EMEA and APAC, Metsä Board and the jury chairman



The jury will award the three best zero waste packaging designs with EUR 10,000, EUR 3,000 and EUR 2,000 prizes. For student participants there will be an additional award - an internship at the company’s Excellence Centre in Finland.

“Better with Less – Design Challenge” is an initiative to inspire packaging designers all over the world to create packaging solutions that can have a big impact on the world – while reducing the impact of packaging on the environment. The previous competition inspired entries from 28 countries to contribute their work by showcasing more environmentally friendly packaging solutions.

For more information and to enter visit:


Metsä Board is a leading European producer of premium fresh fibre paperboards. We focus on lightweight and high-quality folding boxboards, food service boards and white kraftliners. The pure fresh fibres we use in our products are a renewable and recyclable resource, that can be traced back to sustainably managed northern forests We are a forerunner in sustainability, and we aim to have completely fossil free mills and raw materials by the end of 2030.

Together with our customers we develop innovative packaging solutions to create better consumer experiences with less environmental impact. In 2021 our sales totalled EUR 2.1 billion, and we have around 2,400 employees. Metsä Board, part of Metsä Group, is listed on the Nasdaq Helsinki.


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