How will packaging design evolve to meet the new normal?
The global pandemic has changed how people interact with their everyday environment, leading to new behaviours emerging in every sphere of life. Brands are scrambling to keep up and reconnect with the consumer. We see packaging design playing a key role here.
Watch our webinar on demand and learn how you can decode the different trends that will shape the future of packaging and design in the new normal.
Adam Ryan (Head of Pentawards), Eliisa Laurikainen (Business Development Manager at UPM Raflatac), Jenny Greenwood (Innovation and Sustainability Manager at Butterfly Cannon) and Richard Walzer (Head of Design, EMEA at Mars Wrigley) explain how packaging design will evolve to:
• Enhance experiences
• Bridge the physical-digital divide
• Embrace new use cases and,
• Keep sustainability at its core.
Adam joined the Pentawards team in February of 2017. Adam studied Graphic Design at London College of Printing before becoming a fashion designer and then a successful entrepreneur. Adam worked as a creative consultant for several international businesses which include; Westfields, Diesel, Kurt Geiger, and Lexus.
In 2014, Adam was made Head of Brand at luxury jewellery company Tresor Paris where he worked for 3 years. In 2016, Adam worked as Creative Director for global YouTube stars the F2 Freestylers, who are signed with Adidas.
Adam has a wealth of experience across various industries which include Fashion, Design, Branding, Marketing and Events.
Eliisa Laurikainen holds a Master of Science (Tech) from Helsinki University of Technology specializing in Forest Products Technology.
She is a professional in pressure sensitive label technology with almost 15 years’ working experience in the label stock business. Her vast label stock value chain and converting understanding enable evaluation of new materials and possibilities for product decoration.
Eliisa is enthusiastic to understand the circularity of packages and create opportunities with motivation to learn new every day. In UPM Raflatac Eliisa is responsible for the consumer goods business development, focusing on personal and home care packaging.
With over ten year's experience in the design industry, Jenny has used her design thinking combined with her love of creative problem solving to provide innovative solutions for a wide range of clients across FMCG and Luxury sectors. Focusing on production, R&D, innovation, and sustainability she has worked with a variety of household-name brands including the likes of Burberry, Jo Loves, Pernod Ricard, Wagamama, Imperial Leather, NERD beauty, and Bang & Olufsen. In her role at Butterfly Cannon Jenny helps to bring ideas to life, pioneering new ideas with a sustainable first approach essential for the agency’s craft and prestige client list.
Jenny has a passion for innovation and materials and her expertise focuses on providing detailed knowledge about suppliers, costings, research data, trend insights, timings and sustainability. She keeps an on-going dialogue with materials producers and convertors and keeps the Butterfly Cannon samples library up-todate and well informed.
Her background includes working in-house at Burberry and with Pearlfisher Design Agency. She is well known within the technical and production design field, having written multiple articles, sat on industry panels, given lectures and been interviewed on the subject of sustainability for broad/podcasts.
Jenny has a fantastically wide understanding of packaging design and production. She supports this with a healthy attitude of “if I don’t know something I will definitely be able to find the person who does - very quickly!”.
Richard has been at Mars Wrigley for five years, where he is Head of Design, EMEA. Prior to joining Mars, Richard worked for various design agencies building design strategies and unlocking the innovation potential for multiple clients spanning various sectors to include Dell, Diageo, GSK, Nestle Purina, P&G and Vodafone.
Richard now has the joy of being a design leader in Mars whose job it is to design and innovate on some of the world’s most loved treats and snacks to include M&M’s, Snickers, Galaxy, Skittles and Orbit Extra. The design team in Mars strive to unlock growth by building meaningful and coherent brand experiences, from establishing opportunities through to delivering design solutions to-shelf.
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