Overseas
For a long time, packaging sat at the center of a polarized debate, caught between its essential protective function and criticism related to environmental impact and material overuse. In recent years, however, the discussion has shifted toward a broader and more mature perspective, one that recognizes packaging as a strategic asset in value creation, price management, and the relationship between brands and consumers.
In a context marked by economic instability, inflationary pressure, and growing demand for transparency, packaging is no longer limited to containing and informing. It has become an integral part of the product offering itself—not as a decorative layer, but as a functional, communicative, and in some cases technological infrastructure capable of addressing new and documented needs.
A first area of evolution concerns the integration of price into the package itself. In several European retail experiences, price is no longer communicated as a temporary or promotional element, but is embedded directly into packaging design. This approach, often referred to as Brand Price Pack, aims to convey a sense of long-term stability and affordability, clearly differentiating itself from short-term discount-driven strategies.
The *Price Packs introduced by PENNY in Germany are frequently cited in industry literature as a case study in using packaging to reinforce consumer trust during periods of strong price volatility.
Alongside the economic dimension, packaging is also reclaiming and expanding its protective role through technological innovation. Applied research on materials and labels has led to solutions that improve product preservation and reduce risks associated with use and consumption. A documented example is the Fridge Label developed by Groupe MAG in collaboration with the agency LG2. This refrigerating label, based on insulating silica aerogel, is designed to maintain suitable temperatures for longer periods under critical conditions. In this case, packaging directly contributes to risk management without altering product formulation.
A similar approach, applied in the healthcare sector, can be found in the photoluminescent labels introduced in Puerto Rico by Farmacias Plaza in partnership with Alivia Health. Designed to glow in the dark, these labels were created to reduce medication errors in a context characterized by frequent power outages. According to industry analyses released after the project received recognition at the Cannes Lions 2025, the initiative achieved rapid adoption and measurable impact on prescriptions—demonstrating how packaging can take on a public service function.
At the same time, packaging continues to play a central role in brand identity building, but in increasingly structured ways. Several recent projects show how packaging can function as a coherent narrative system without sacrificing clarity or usability. The Good To Read Packs project by Bennet, for example, integrates literary excerpts on everyday consumer goods, building on documented insights into how consumers engage with nutritional and cultural information. In this case, packaging becomes an additional brand touchpoint without altering the product’s primary role.
The visual identity refresh of Domino’s Pizza, launched after more than a decade of graphic continuity, also placed packaging at the core of its strategy, using it to enhance recognition and consistency across the consumption experience. In the preserved foods segment, the rebranding of Pomilia illustrates how packaging can act as a tool of continuity, preserving historical elements while translating them into a contemporary visual language across a broad product portfolio.
Despite differences in sector and objectives, these cases converge on a common conclusion: packaging is no longer merely an operational cost, but a design lever capable of generating measurable value. For the seafood sector as well—where safety, preservation, and transparency requirements are particularly stringent—packaging represents a tangible space for innovation. Beyond environmental sustainability, today’s challenge increasingly concerns the economic and relational sustainability of products in the marketplace. In this scenario, packaging stands out as one of the most relevant tools available to companies.
PENNY’s Price Packs (Germany) are a packaging campaign for private-label products in which the pack itself becomes a large price tag: minimal graphics and a prominently printed price as the dominant visual element.
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