Raising the Bar: GS1 New Zealand and Whitireia/WelTec celebrate creativity in barcode design
Barcodes don’t need to be an after-thought, they can be a bold and integral element of packaging design. That’s the message behind the Raise the Bar competition, an annual collaboration between GS1 New Zealand and Whitireia/WelTec, challenging design students to reimagine the humble barcode.
The competition bridges the gap between classroom learning and real-world application, giving students the opportunity to design a product and integrate a creative yet functional barcode that meets GS1’s global standards.
Meruert Omarkhanova's winning entry, Cuppa Wine.
The competition invites students from the Whitireia/Weltec graphic design course to develop a full brand identity—including product, name, logo, packaging, and a working barcode. Students are encouraged to incorporate the barcode into their design, challenging them to understand GS1’s global standards. The barcodes are then tested by the team at GS1 New Zealand to ensure they scan correctly, reinforcing the importance of balancing aesthetic innovation with technical accuracy.
“The GS1 New Zealand team is always excited to see what the students come up with – what products are chosen and how the barcode is included in the total design,” says Jonathan O’Grady, Marketing Manager at GS1 New Zealand. “The work this year was exceptional - and we commend all of the students who entered the competition.”
Celebrating 2025’s winners
This year’s Raise the Bar awards ceremony showcased an impressive range of student talent. The top three winners were:
First Place – Meruert Omarkhanova (Cuppa Wine)
Second Place – Son Seungbeom (Goyo)
Third Place – Shalom Pikari (Slammers)
Alice Moore, a tutor at Whitireia and WelTec, praised the competition for its impact on students:
“Raise the Bar 2025 gave our ākonga the opportunity to push their creativity while working within industry constraints. Seeing them turn something as technical as a barcode into design feature that complimented their packaging was incredibly rewarding. The skills they’ve gained through this process are invaluable as they prepare for their professional journeys. On behalf of Whitireia and Weltec, I’d like to thank GS1 for giving our ākonga the opportunity to be part of such a meaningful real-world project." — Alice Moore, Whitireia/WelTec.
The initiative not only celebrates design excellence but also prepares students for careers in packaging, branding, and product development, where understanding GS1 standards is essential.
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