Students from across the UK have re-imagined some of the biggest fmcg brands for a new competition.

Design chiefs from businesses including GSK, Innocent and Unilever helped to draw up a shortlist of 14 students for the Design in Sight competition.

Run across 25 universities, students had a choice of 20 brands to redesign, including Andrex, Maltesers, Dove, Häagen-Dazs, Daddies Sauce and Malibu.

Entries were judged on criteria such as: thoughtfulness and creativity; strength of insights; vision and clarity of design brief based upon research; and impact and distinctiveness of design execution.

The judging panel included: Unilever global consumer marketing insight director for skin care David Cousino; Innocent global head of brand Dan Germain; GSK vice president of design Andrew Barraclough; BrandOpus executive creative director Paul Taylor; and John Cassidy, MD at global design research specialist The Big Picture. 

“This competition is the first to explore how research and design disciplines can work together and we’re extremely proud to champion what we’re passionate about,” said The Big Picture director Suranee Abeysuriya. “It was great to be involved in a real dialogue between brands and designers together in one room and exciting to be involved in the debate and see the vision of our next generation of designers.”

The shortlisted entries will be showcased at an invite-only awards ceremony on 12 June, when one student will win a £500 cash prize and a month’s paid internship at design agency BrandOpus and one at The Big Picture.