Gentlebrand, the global packaging design studio based in Italy, has demonstrated its creative leadership on the biggest stage by securing two accolades at the 2025 Pentawards Gala in Amsterdam, Netherlands.

The agency’s creative packaging projects for the ‘Avance’ fragrance collection and its ‘Rosae’ bioPET wine bottle secured recognition for their innovative, emotive and sustainability credentials.

Founded in 2007, Pentawards is the world’s leading competition dedicated to recognising excellence in packaging design. Each year, it receives over 2,000 entries from applicants in over 60 countries, which are judged by an international panel of over 50 experts from top brands and agencies.

The awards celebrate creativity, innovation and impact across categories such as beverages, food, beauty, sustainability and brand identity.

Avance: A masterstroke in sensory design

Avance received the platinum award within the ‘Professional Concept’ category, the highest distinction, for its exclusive and bold fragrance collection inspired by the game of chess.

Twelve limited edition scents, each associated with a chess piece, tell the story of a sophisticated duel between reason and passion, light and shadow. This sensory design blends strategy and beauty, transforming each bottle into an icon and each fragrance into a winning move.

“Avance explores the complexity of the human soul through the language of scent and design, creating a unique experience of art, emotion and storytelling,” comments Andrea Rizzardi, Gentlebrand Director.

Rosae: elegance and sustainability in bioPET

Rosae was awarded silver within the ‘Sustainable Design – Beverages’ category for its successful combination of aesthetic refinement and environmental responsibility.

The 750ml wine bottle, made of bioPET, is designed to reduce environmental impact without compromising elegance or functionality.

Inspired by the delicate petals of a rose, the design features soft, lightweight shapes and a label that reflects the wine’s freshness and identity. Rosae stands as a virtuous example of circular packaging, showcasing sustainability as a driver of innovation.

“With Rosae, through a lightweight and durable design, we have demonstrated that sustainability can also mean beauty and prestige,” adds Andrea Rizzardi.

Packaging design as a catalyst for change

“Being honoured at the Pentawards represents one of the highest accolades in the world of packaging.  It reinforces Gentlebrand’s approach: a combination of creativity, research and vision to shape brand experiences that leave a lasting impression. We’re part of a growing global community that sees design as culture and as a catalyst for change,” concludes Andrea Rizzardi.