Podravka and the agency Bruketa&Žinić&Grey have won a silver award at the international Pentawards competition, in the category Brand Identity & Connected Packaging – Design with Purpose. Pentawards is one of the most prestigious global competitions dedicated to packaging design and brand identity. Each year, it brings together experts and jury members from leading global agencies and brands, with awards given for innovation, functionality, and the aesthetic value of the design.
This year’s competition recognized the limited edition of Vegeta BIO, created to mark the brand’s 65th anniversary. Vegeta, the original blend of dried vegetables and spices created in 1959 by Professor Zlata Bartl, was the first universal seasoning in Central and Eastern Europe and a symbol of a time when women were taking on a more active role in society and seeking equality both at home and at work.
The limited edition packaging recalls Vegeta’s beginnings and promotes the equal sharing of household chores. It is designed as a tool for all those men who are still learning how to professionally use a spatula, and it also includes detailed instructions on how to use a dishwasher. Inspired by the original metal packaging, it reveals Vegeta’s rich history and connects users to an online collection of simple recipes. The limited edition was available only on March 8 – International Women’s Day.
By winning the Pentawards prize, the Vegeta BIO project has been confirmed as an example of Design with Purpose – that is, design that communicates brand values through form and contributes to its practical application in everyday life. The awards ceremony took place on October 4, 2025, in Amsterdam, and the full list of winners is available at the link.
