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BETC awarded Pentaward prize for Amore Pacific packaging design


Packaging company BETC has won the bronze Pentaward for the design of Amore Pacific laboratories’ luxury Korean brand, Sulwhasoo.

The packaging is based on the shape of Korean ceramics, uses a typographical style combining Chinese characters with the Latin alphabet and incorporates a pattern said to symbolize the alliance between nature and culture.

Six lines of cosmetics are sold under the Sulwhasoo brand and it is claimed the design approach has given the range a brand identity which follows Korean aesthetic tradition whilst asserting an international presence.

Pentawards is a worldwide competition for all types of packaging design and this year's awards ceremony was held late September at the Belgo-European pavilion of Shanghai Expo 2010.

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