Brand & Packaging wins BRONZE PENTAWARD 2025!

Brand & Packaging student Eva Verbist wins BRONZE PENTAWARD 2025

Branding moves with the world ...

This brand is an inside joke, but in street format. “Why is it spicy” is light, ironic, and unafraid to not take itself too seriously. Born from online culture, the brand lives at festivals, in stories, on squares, and in conversations. It grows through recognition, shareability, and connection — not through strategy... it’s an experience, you’re buying a moment.

Category: STUDENT CONCEPTS
Sub-Category: H.01 Student conceptual work - Beverages
Brand: Why is it spicy - Ginger Beer
Entrant: LUCA School of Arts
Designer: Eva Verbist