Going for Gold: Two wins for Thirst at Pentawards 2026
We’ve taken home Gold for RES and Bronze for our M&S Continental Lager range at Pentawards 2026, recognising two very different projects united by bold thinking and creative ambition.
From challenging the conventions of functional drinks to raising expectations for own-label beer, both wins celebrate our ability to spot opportunities, challenge category norms and turn strategic insight into distinctive design.
Gold for RES: Rethinking the future of functional drinks
Our Gold award in the Professional Concept – Beverages category recognises RES, a self-initiated innovation concept born from a simple observation: protein has gone mainstream, but the drinks category hasn’t kept pace. As wellness moves beyond the gym, we spotted an opportunity to rethink who protein drinks are for. RES explores an emerging audience of digital athletes, from gamers and streamers to creators and coders, who value focus, clarity and mental stamina.
Built around a refreshing protein fruit punch, RES challenges the conventions of functional drinks. From its proposition and positioning to its identity and packaging, every element responds to changing consumer needs and cultural shifts. It’s a great example of how strategic thinking can uncover untapped opportunities, challenge category conventions and inspire entirely new brand propositions.
Bronze for M&S: Raising the bar for own-label.
Our Bronze award in the Beverages – Private Labels category celebrates our work on the M&S Continental Lager range. Own-label is having a moment. Retailers are investing in stronger brand identities, richer storytelling and distinctive packaging that can compete with established names. For M&S, we created a packaging system inspired by vintage postage stamps, celebrating the origins of each lager through bold colour, detailed illustration and distinctive typography.
The result brings character, quality and a sense of discovery to the beer aisle, showing the growing creative ambition of own-label brands. As consumer expectations rise, own-label presents an exciting opportunity for retailers to build brands that stand confidently alongside their branded competitors.
Celebrating creative thinking
These two wins recognise the value of combining commercial insight, strategic thinking and creative ambition. From imagining new categories to rethinking familiar ones, both projects reflect our belief that great design starts with understanding what people want and where brands can go next.
A huge congratulations to everyone involved in bringing both projects to life, and to all this year’s Pentawards winners!
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