Pink tights and a Family affair
The pink tights were on brand. But the award meant something much more personal.
Last weekend we attended the Pentawards Gala yet again. I’m not gonna lie, the shiny awards are a boost to our vanity, but most importantly, they’re a validation of the level of work and design we’re putting out there, for our clients and for our team.
Pentawards is THE award of the packaging industry. It’s like the Oscars of packaging design, so winning is always a big deal.
But this year it was particularly personal. We won for a series of packaging designs we did for my father’s company, Petras Agroindústria.
So, kind of a big deal in the Pozza household.
The company is based on the land that once belonged to my grandfather, where I grew up and where my kids now love to go on holiday. They’re the fourth generation.
It used to be a coffee farm. Years later, my father founded Petras Agroindústria there, and one of the products they sell is a line of barbecue charcoal. That’s where we eventually came in.
And I do mean eventually…
You would think Studio Zak would have been involved from the beginning. After all, Petras is 26 and we’re 19 years old. But no. It took my father years to give us the job. Which feel even better, he came to us when our award-winning work for other clients could not go unnoticed anymore.
And we did an amazing redesigning for them, free of nepotism I may say, as one, we have done it for free (I consider repayment for my childhood education), and two this was the third award we won with Petras.
Seeing my father’s company recognised for something we created together, with all that family history behind it, made this award feel very special.
And there may have been another achievement that night: best outfit. OK, that one is self-awarded, but boy the pink was on BRAND!
As as with our designs, why be anything but bold? The same way we dress to impress our packaging on a shelf, I am sure people will remember those pink tights.
In case you’re wondering what we look like collecting a Pentawards trophy, here we are. https://www.instagram.com/p/Derjyf2OwIQ/
Check out the full list of 2026 Pentawards winners here: https://pentawards.com/directory/en/page/the-winners
See our award winning project here:
Find more about what's behind Petras rebranding at the case study here:
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