Onfire's Latest Big Win Not A Case Of Déjà Vu
Onfire Design has taken home two Gold Pentawards this year for its work on Salash and Holy Aioli, proof of continued creative rigour rather than a case of awards déjà vu.
Since its founding in 2007, the Pentawards has grown into the world’s leading competition devoted exclusively to packaging design, with more than 2,000 entries from over 60 countries judged each year on execution, brand expression, innovation and emotional impact. The 2025 gala was held this past Saturday, 4 October, at De Kromhouthal in Amsterdam, coinciding with the city’s 750th anniversary, making this year’s celebration a landmark occasion. Natasha Alimova, Onfire’s Design Director, made the trip over to be in attendance.
Against that backdrop, Salash, an SME navigating a category dominated by multinationals, won Gold for Packaging. The recognition follows earlier honours from Communication Arts, World Brand Design Society, AGDA, NZ Best Awards and Type Directors Club New York. It underlines how rigorous, design-led thinking can enable a small brand to punch far above its weight on a global stage. As Onfire founder Sam Allan notes: “The awards that followed are a strong vote of confidence for our client, our team, and for the belief that bold design can reposition a smaller player with ambition.”
Not to be outdone, Holy Aioli claimed Gold in the Re-design: Challenger Brand category. Proof that putting unapologetic food porn on a label can pay dividends, and that challenger attitude can be as effective on the shelf as it is on the creative stage.
As Onfire marks its 20th anniversary, the message is clear: New Zealand design is not simply present at the table, but helping to define it.
Contact Sam Allan
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