PrimaDog’s revamped packaging design has won the prestigious, global WorldStar packaging award in two categories. The redesigned packaging, introduced in 2024, was awarded in the PET and Sustainability categories at the WorldStar 2025 competition. In 2024, the packaging had already won the Nordic ScanStar award in the “Sustainability and cost savings” category. The jury says: “In summary, the PrimaDog packaging renewal exemplifies a holistic approach to packaging design that prioritizes sustainability, cost efficiency, and consumer appeal. By leveraging technical expertise and fostering collaboration, the project achieved outstanding results, making it a deserving winner in both the PET and Sustainability categories of the WorldStar 2025 competition. This initiative proves that intelligent design can create a lasting impact while significantly reducing the environmental footprint.”
In addition to the new design, the revamp included a shift to more sustainable materials, such as PP5 monomaterial, which reduced environmental impact and improved recyclability. Reducing the number of printing plates brought significant savings, lower chemical and energy consumption, and faster production times. From the pet owner’s perspective, the usability and informativeness of the packaging were improved to make it easier to choose the right product.
WorldStar is an annual packaging competition organized by the World Packaging Organisation (WPO) since 1970, aiming to raise awareness of the importance of packaging as an enabler of a better life and to recognize the innovations and efforts of brand owners, designers, students, and branding agencies in creating future packaging solutions.
PrimaDog’s project highlights the importance of collaboration and innovative design, setting a new standard for the packaging industry by combining environmental friendliness and economic viability.
The revamped packaging brings significant cost savings and demonstrates a commitment to more sustainable solutions.
PrimaDog’s packaging redesign team worked on several alternative visual directions, carefully considering recognizability, brand characteristics, industry-specific features, and consumer needs. Once the optimal visual direction was determined, the technical printing specifications were carefully integrated into the design process.
By transitioning to more easily recyclable monomaterial plastic and combining the printing plates of similarly sized packages, PrimaDog has implemented significant environmentally friendly measures, reducing its environmental footprint while improving operational efficiency. The introduction of common printing plates has led to a significant reduction of over 50% in both the number of plates and costs for 79 SKUs. Additionally, these cost savings will only multiply in the future as existing products are updated or new ones are added to the range. Reducing the number of printing plates not only reduces waste and production but also decreases labor time at the printing house, as fewer plates need to be changed during the product group’s printing process. This also reduces cleaning and storage needs. This strategic move supports Vafo Group’s sustainability goals and reflects PrimaDog’s commitment to responsible business practices.
Additionally, the packaging redesign strengthens PrimaDog’s distinctive Nordic heritage and unwavering commitment to quality. The use of landscape-themed illustrations creates a visually striking appearance, ensuring that PrimaDog’s products stand out on the shelves while embodying the brand’s unique identity.
“We are immensely proud of this milestone,” says Katri Kurki, Head of Brands at Prima Pet Premium Oy. “We have not only enhanced the visual appeal of our products but also taken a step towards a more sustainable future by making smarter choices. This is just the beginning, and we are excited about pushing boundaries and setting new standards for our work.”
PrimaDog’s packaging redesign represents a step towards a greener and more vibrant future. As the brand continues to evolve, its unwavering commitment to quality, sustainability, and the well-being of our beloved tail-waggers remains at the heart of everything it does.
