Created in 2007, the Pentawards has as its mission the global promotion of packaging design. Brigitte Evrard, Pentawards co-founder, states that: "Packaging design is a very demanding and difficult discipline, as it is subject to the laws of a market more and more focused on cost reduction and short-term profitability. Packaging designers must often do a lot with a little. The goal of the Pentawards is to reward designs originating from all markets, from mass-market to luxury."

To facilitate this, the awards are structured in five broad sectors—Food, Beverages, Body, Other Markets and Luxury—that group together 50 categories. The ninth edition of the Pentawards received 1668 entries from 5 continents and 52 countries. An international jury composed of 12 professionals from packaging design and marketing, as well as the Pentawards chairman, bestowed the Bronze, Silver, Gold and Platinum Pentawards. The Diamond Pentaward winner will receive, in addition to a trophy, the 3D Esko Suite14 packaging design software, worth €5,000. Taschen will publish the fourth edition of The Package Design Book, this time containing all the winners from 2015 and 2016.

New York agency Established took home the Diamond Pentaward, 2015 Best of Show, for its design of a Marc Jacobs signature range of lipstick, shown above. Below are Platinum winners, awarded for being the best designs in their sector. More information and galleries of winners from this and previous years are available on the Pentawards site.