Doodle time at Pentawards 2026.
Five hundred packaging designers, one pencil each, and the person sitting opposite. Sponsored by ATIU.
On Friday 16 October 2026, Pentawards celebrated its 20th anniversary with a gala at Magazine London. ATIU sponsored Doodle Time: at every table, guests were invited to draw one of their neighbours, pencil on paper, on an ATIU sheet. The same evening belonged to the work, too: the stone-shaped Aristocrazy fragrances decorated by ATIU, awarded Bronze at Pentawards 2026 and Best Design at the Premios Academia del Perfume 2026.
A gala dinner for packaging design is a room full of people who make things for a living. So we gave them something to make.
One pencil, one sheet, the person opposite
The brief was as simple as a brief can be. Pick up the pencil. Look at the person across the table. Draw them. No screens, no rendering, no second version: a few minutes, a sheet of paper framed by the ATIU logo, and the courage to show the result to the person you had just drawn.
Around 500 designers, brand teams and agencies took part, and the sheets went up table by table, under the hashtag #ATIUdoodles. Some portraits were generous. Some were honest. All of them were made by hand, in a room that spends the rest of the year perfecting things on a screen.
Why a doodle
Because it is what we believe in. Joy, play, and the pleasure of making something beautiful are not the decoration on top of our work: they are the reason the work exists. Every bottle we decorate starts with somebody's sketch, and the best projects keep that first energy all the way to the shelf. A room of people drawing each other, laughing, is the most ATIU moment we could imagine at a packaging gala.
The concept is half of it. The product is the other half.
A good idea deserves a product that lives up to it. One of the projects we are proudest of this year is also one of the simplest to explain: a perfume shaped like a stone, decorated to look like the stone.
Aristocrazy, the Spanish jewellery house, built a fragrance collection around the energy of gemstones: Amethyst, Citrine, Lapis Lazuli, Moonstone and Rose Quartz, with Onyx coming next. Each bottle is sculpted like its stone, and ATIU's sublimation gives the glass the depth, the veins and the colour of the mineral itself, 360° around a form that no label could follow.
On the night, Lapis Lazuli and Moonstone each took a Bronze at Pentawards 2026, in Perfumes & Fragrances. A few days later in Madrid, at the 20th Premios Academia del Perfume, Lapis Lazuli won Best Design (Diseño Femenino) and was also a nominee in the Collection Perfume category: recognised for how it looks and for how it smells.
Lapis Lazuli and Moonstone, Pentawards 2026 Bronze. Image: Aristocrazy.
See all the Pentawards 2026 winners
We are always proud to bring creations like these to life. A stone that is a flacon, a flacon that is a stone: that is exactly the kind of idea that deserves to leave the sketchbook.
Photos: Pentawards.
See what we do for perfumery, read the Bvlgari case, or get in touch about your next flacon.