Johnnie Walker collaboration wins Supreme at the Digital Labels & Packaging Awards
PSL was crowned the Supreme Award winner at the Digital Labels & Packaging Awards 2025, held at the iconic Kia Oval cricket ground in London, 10 July 2025. The company's "Johnnie Walker x Andy Gellenberg" project impressed judges with its innovative use of artificial intelligence to create 5,000 unique bottle designs.
The winning entry showcased PSL's collaboration with Johnnie Walker and artist Andy Gellenberg, utilizing generative AI to produce individual designs that were then printed directly onto rectangular glass bottles using a Koenig & Bauer Kammann K15 inkjet press. The project demonstrated what judges described as "trailblazing lighthouse digital masterclass" and "innovation breaking boundaries."
The awards ceremony, was hosted by broadcast journalist, Bianca Westwood, known for her role as a Soccer Saturday live reporter. Vietnam-based QLM Vietnam – Hoang Ha Label Co. emerged as a standout performer, winning the Analogue-to-Digital category with their Toucan Craft Beer Labels project, while also securing multiple finalist positions across several other categories.
Eco Flexibles claimed victory in the hotly contested Application Excellence – Primary Packaging category with their Sainsbury's Taste The Difference Sausage Range, impressing judges with what they called "an outstanding primary pack digital transformation that showcases digital print as a true value option for volumes in a margin driven category."
The Future Star award went to Antonie Reinhart from Kurz, recognized for their "visualisation of technical solutions to support the development of digital solutions and its integration into wider business development functions.”
The judging panel, chaired by Andrew Davis, principal pack and graphics R&D innovation at Diageo, alongside industry experts from the BPIF, Badgequo, and SharpEnd, emphasised how digital printing continues to transform the packaging industry.
"This entry showcases the benefits that digital can bring," noted the judges about the overall standard of submissions. "The graphical quality, colour range, design opportunities, low MOQs and process control not only match but improve the result from analogue originals."
The Digital Labels & Packaging Awards 2025 demonstrated the industry's continued evolution, with entries spanning from traditional label applications to innovative direct-to-object printing, sustainable packaging solutions, and cutting-edge AI integration. The event reinforced digital printing's position as a driver of creativity, efficiency, and environmental responsibility in the packaging sector.