Brief C: Metal Pack for a Luxury Fragrance

Sponsored by MPMA

Deadline for nominations: 23:59 BST on Friday 12 April 2024

Fragrances date back to the Egyptian times when the earliest perfumes were made. Today, the total sales value of fragrances in Great Britain (at December 2021) was almost £1.7 billion, and the global fragrance market is expected to reach a value of around £53 billion in 2023.

Visual appeal in terms of both the primary and secondary packaging are very important to purchasers, and many packs are kept long after consumption of the contents for alternative uses, or just because they are stunning pieces in their own right.

Metal can be recycled an infinite number of times without loss of quality. It has been designated ‘permanently available material’ status, making metal packaging a key contributor to the circular economy.

The Brief

To design and develop a luxury promotional metal pack to hold a 100ml bottle of perfume, aftershave or cologne.

Students should create a fictitious brand reflecting the quality retail gift sector. The pack should be developed for sale at ‘luxury’ retail outlets spanning duty free areas at airports; high-end, high-street stores; and specialist fragrance stores.

Students will need to develop the name and branding, but the key focus must be on the secondary metal pack. The pack should showcase what can be achieved with metal, have real shelf appeal and also look just as good on the dressing table or shelf at home.

Points to consider

The great possibilities in metal:

  • Shaping
  • Texture, print finishes & high quality graphics
  • Embossing, debossing, micro embossing or perforations
  • Variety of opening and closing options
  • Creative branding to enhance shelf impact and consumer appeal and add value to the brand

Materials to be used

These types of packs are usually made of tinplate. Entrants do not need to specify the thickness of the metal. Materials other than metal should not be used in the main pack design.

Additional Resources

MPMA presentation

Eviosys website 'MyTin''

Entry Guidelines 

Submission details

Entries must include uploads of the developments boards and photographic evidence of the final model

The 4 A3 development boards uploaded as a single PDF document should include the following:

  • Research board
  • Design exploration board
  • Net of recommended design solution.

The photographic evidence should be uploaded as a single PDF document and should:

  • Showcase the front, back and sides of the model
  • Be shot against a white background and in focus. These images will be used in the Starpack Competition book and potentially for additional promotion
  • A maximum of 4 images should be uploaded
  • For students who are unable to supply a final model, 3D renderings and drawings are accepted.

Entry Requirements

  • The entry fee is £20 per entry
  • You will be invoiced for the entry payment once you have submitted your entry. If you have indicated that your college/university is paying for your entry, please ignore the invoice directed at you as another invoice will be sent directly to your college/university.
  • The invoice will be received by Monday 7 April 2025 at the very latest and the deadline for payment is Thursday 1 May 2025. If your invoice is not paid, your entry will not be shortlisted for judging.
  • The online regstration must be completed on or before 23:59 BST on 1 April 2025.

  • Development boards must not show the entrant’s name or university/college

  • The project names submitted at the time of entry will be printed as typed, if there are any errors and certificates/trophies need replacing, then the entrant will be liable for these costs.
  • If you are not able to attend the ceremony in person or the ceremony becomes virtual, certificates and trophies will be delivered directly to the university/college listed in the entry. We will be unable to issue replacements for certificates/trophies sent to wrong addresses.

About the Entry 

Judging Criteria

 What the judges are looking for:

  • Originality and aesthetic qualities of the design, with consideration to commercial viability

  • How the pack delivers the benefits to consumers and that the functionality has been considered as much as the branding

  • The quality of portfolio, which must include evidence of research and the development of the design

  • Designs which demonstrate awareness of environmental issues, through economic use of the material and recyclability

  • Please also check out our past winners to see the standard of work required for winning entries.

Brief C Judges

Debbie Clements

Administration Manager, MPMA

Debbie Clements

Nicola Jones

Manager, Steel Packaging Recycling

Nicola Jones

Graham Smith

Founder & Managing Director, Twelve Communications Ltd.

Graham Smith

Corrina Korrubel

Designer-Product, Packaging & Graphic, Eviosys

Corrina Korrubel

Jason Galley

Director & Chief Executive, Metal Packaging Manufacturers Association

Jason Galley

Mark Hurst

Designer – Product Packaging & Graphics, Eviosys

Mark Hurst



The winning design will receive a £600 cash prize, courtesy of the sponsors.

Prizes may be award to runner-up designs at the judges' discretion.

Trophies will be presented to Gold, Silver and Bronze entries.

Highly Commended entries will receive a certificate.

About The Metal Packaging Manufacturers Association

The Metal Packaging Manufacturers Association is the lead voice of the UK metal packaging industry with direct links into a European market employing 177,000 people across 760 companies producing over 98 billion containers each year. The Association supports and represents members’ interests on industry matters related to operational, regulatory and environmental issues and promotes the benefits of metal packaging and the sustainable attributes of steel and aluminium through education programmes, industry awards and relevant communication channels.


Useful Links

Visit for guidance and helpful videos.

For inspiration see:

For how speciality packs are made see:

For inspiration (including bottle samples) see:

On request, MPMA will provide, in person, or online a lecture/session for students and tutors on designing and manufacturing in metal.