94 | Dieline AwardsDieline Awards 2023 winnersDieline Awards, now in its 14th year, has revealed winners presenting trophies to 143 recipients across 43 categories, along with its 14 overall top winners, Akanksha Meena reports with the Dielineponsored by Neenah and Designalytics, Dieline Awards 2023 recognizes the best and brightest designers and agencies creating product packaging the world over, raising awareness of the enormous value of brand packaging design. This year, The Dieline received nearly 1,600 entries, with winners hailing from 26 countries. All entries for the awards were Sjudged by a panel of jurors that are experts in their given feld. Additionally, awards were evaluated across fve categories—creativity, marketability, innovation, execution and on-pack branding, with every entry going through two rounds of rigorous critique and appraisal.Labels & Labeling selected a few winners to highlight. The full list of winners can be found at thedielineawards.com: Design For Good Award: Corrections - The Prisoner • Designer: Chris BurnettThe Prisoner Wine Company is a wine brand that creates bold blends and even bolder labels. The label design is inspired by Spanish artist Francisco Goya’s The Prisoners, a series of etchings consisting of three pieces offering a critique of judicial torture depicting shackled and restrained men in stress positions.The Prisoner is actively involved in raising awareness and funding support for justice reform. Such efforts include supporting the Equal Justice Initiative, which provides legal representation to the illegally convicted, those serving harsh and unfair sentences, and those facing abuse behind bars. The latest collection from The Prisoner is called Corrections, a trio of wines (a Malbec, Tempranillo and a Viognier) featuring labels by Los Angeles artist Chris Burnett. The three collages, Finding Flowers, New Hope and The Other Side, invite viewers to look past their own prejudices about inmates. Burnett’s work aims to highlight the resilience and dignity of incarcerated individuals, inviting viewers to honor the humanity in every person’s story, regardless of their past. Proceeds from the sales of Corrections also supports Rubicon Programs, a San Francisco nonproft organization focused on ending systemic inequality and fghting poverty.Designalytics Design Effectiveness Award: Basil Hayden • Designer: Design Bridge and PartnersThe Designalytics Effectiveness Award was created to help elevate the role of package design by spotlighting the immense fnancial impact that it can have on consumer brands. Winner selection was entirely data-driven, based on sales performance in the marketplace, as well as rigorous quantitative consumer testing.The award went to Design Bridge and Partners for its work on the bourbon brand Basil Hayden, where it enlarged the metal belt – the brand’s most memorable asset – and removed the oversized paper label, opting for something more streamlined and pearly white. The new design has also fared better on the shelf and resonated with consumers, with a 71 percent purchase preference over the previous design. During the six months following the redesign, sales of Basil Hayden increased by 15 percent compared to the same period during the prior year, despite a modest decline in sales for the whiskey category overall. Basil Hayden’s market share also increased by 15 percent.‘Designalytics has analyzed thousands of redesigns, and the evidence is overwhelming: smart, strategic, consumer-centric design drives brand growth. It’s prompting a sea change in design management right now, and it’s exciting to watch,’ says Steve Lamoureux, CEO and founder of Designalytics. ‘Brands like Basil Hayden are in the vanguard. They recognized that they could leverage design to increase market share and partnered with a proven, forward-thinking agency in Design Bridge and Partners to help make it happen. The results speak for themselves.’labelsandlabeling.com