Last week, our Head of Ecosystem, Stefan Casey, both attended and spoke at the 2025 edition of Paris Packaging Week. After hearing from dozens of the biggest players in the packaging industry and speaking to many more - we asked Stefan what his biggest learnings were from the show, as well as any takeaways he was excited about. Here are his top 6: 

1) The packaging community is thriving 

Paris Packaging Week 2025 was bigger than ever - with more brands, technology providers, and thought leaders attending than seen before. Throw in the Pentawards making their debut, and the atmosphere was charged with a sense of unity among the design and packaging elite. This was a powerful reminder that in this industry, community is not just a buzzword; it's essential. When stakeholders from all along the supply chain and beyond can talk face-to-face, you really see the potential of where packaging is able to go. And it’s exciting. Speaking of which... 

2) Innovation is accelerating - get on board or get left behind 

With five stages packed with cutting-edge discussions, the sheer breadth of topics was staggering. From design therapy to AI-powered packaging solutions, the future is moving fast. The message from the Innovation Forum was clear: AI isn’t a trend - it’s a necessity. If you're not leveraging it, your competitors will be. The industry is on fire with creativity and disruption, and it’s time to embrace the changes or risk being left behind. 

3) Packaging is more than a product - it’s an experience 

One of the standout moments was hearing about the power of colour and human-centric design. Panels featuring experts from Nestlé, Pantone, and leading design thinkers underscored the importance of emotion, accessibility, and storytelling in packaging. Whether it was Marc Powell’s push for inclusive design or stories from our own panel about connected packaging experiences, one thing was clear: packaging is no longer just about the physical - it’s about the full sensory and emotional journey. 

4) Creativity needs breathing room 

A key takeaway from Fe Amarante and Rebecca McCowan of Experimenta and Coca-Cola was the necessity of giving creativity space to thrive. The importance of treating people with respect in creative industries was emphasised - creativity flourishes in an environment that supports originality and innovation without burnout. So whilst your packaging always needs to be functional, creative ideas (like connected experiences) are what can make it iconic.

5) Retailers are becoming design leaders 

Tatiana Ryfer (Carrefour) demonstrated how retailers are stepping up as packaging heroes. With growing attention on packaging design, brands need to recognise that retailers are just as invested in innovation, sustainability and aesthetics. Expect more collaboration between brands and retailers moving forward.  

6) The importance of personalisation in ensuring luxury is exclusive. 

The risk of luxury becoming mundane may not have been apparent in the glitz and glamour of Paris. But the gap between FMCG is closing perhaps more quickly than people would like to admit. Personalised and customised experiences are becoming a mainstream must have, with current efforts to bridge the digital and physical currently too disconnected. There’s currently both a challenge and opportunity to differentiate beyond the pack – meaning connected experiences that allow for personalisation, and customisation is now a must have for luxury brands. 

Specific highlights from Paris Packaging Week 2025 

• The ‘Power of Colour’ panel - industry leaders from ESKO and Pantone emphasised the significance of accurate colour management. 

• Bruno Singulani’s (Haleon) human-centric design talk - a deep dive into empathy-driven design in an AI-driven world. 

• Macarena Castillo Olmos’ inspiring career journey - from agency life to Colgate, her story resonated with many. 

• The Future of Packaging panel - John Glasgow (Vault49), Uwe Melichar (Touch), and Sebastien Greffe (WeWantMore) provided a glimpse into what 2025 holds. 

• A Journey Towards Design Excellence - Mayra Messora and Ximena O’Reilly (Nestle) - continue to serve as a reminder that great design is very much alive in FMCG and ensuring that each touchpoint is considered to create award-winning experiences through its many brands. 

Final Thoughts 

Paris Packaging Week 2025 set a new benchmark for the industry. The lineup was fantastic, the insights were game-changing, and the connections made will shape the future of packaging. With hundreds of exhibitors and a jam-packed schedule, our only wish was the show had been longer! Here’s to an even bigger and bolder 2026 - see you there!