Fancie that for a novel idea

A HOLDER for carrying cupcakes, designed by Sheffield Hallam University, has taken a top prize at the UK Packaging Awards.

Judges at the packaging industry showcase said the holder created by the University’s in-house design consultancy, Design Futures, broke the mould for innovation, naming it Cartonboard Pack Of The Year.

Design Futures created the cradle-style package for Sheffield company Fancie after the firm realised people were often purchasing cupcakes from its newly-opened Meadowhall store to eat on-the-go.

Fancie challenged Design Futures to create a package that would promote the brand and be intuitive for the consumer in addition to protecting the product and being easy for staff to assemble.

One judge described the pack. printed in just one colour and made from a single sheet of board, as “stunning,” adding that it had “huge potential to expand into other categories”.

The pack was “innovative, convenient and different,” while also being cost-effective.