Press release | The key to success in premium and luxury drinks packaging: be authentic

“Packs that stand out are the innovations achieving the balance between consumer expectations and societal realities,” says Romdane when giving an example of successful packaging.

“The art of ‘rethink’, such as transforming molded cellulose—once reserved for simple eggbox —into premium packaging for champagne brands like Ruinart or Perrier-Jouët to minimize their environmental impact, is essential when developing packaging in the 21st century”

Romdane also describes another critical factor when designing an effective pack as being ‘the full understanding and communication with all stakeholders within the brand ecosystem’.

He says, “A pack can’t just meet the consumer’s needs or the designer’s vision; there are manufacturing constraints, brand and marketing requirements, and supply chain needs to be considered. When I was a child, I wanted to be a conductor because I loved music. My role as a packaging lead is very much like conducting. I must coordinate many elements to deliver the best concert to the customer–and the planet.”

“And, of course, trends cannot be disregarded in successful packaging,” continues Romdane. “The eco concept, which reduces weight, reduces the impact of materials and ensures good traceability of recycled or recyclable materials, is at the forefront of packaging design. As is minimalism, which helps reduce environmental impact and cut through brand noise.

“At the other end of the spectrum, personalisation resonates with a modern audience. It’s common to see favourite brands partner with popular artists and celebrities, creating emotional links with the consumer. Customers feel seen and recognised, believing the brand listens to them.

So, what would Romdane recommend as the route to packaging success? “Firstly, I would say be bold. Don’t hesitate to apply for the PLD Innovation Awards. It’s a fantastic way to showcase to the world the ‘something extra’ that makes your packaging unique. And secondly, be authentic and aligned with your brand DNA; the customer expects packaging that embodies your brand and speaks to them with transparency–and there’s something beautiful about that.”

Julien Romdane and an expert judging panel representing highly regarded brands like Bacardi, Pernod Ricard, and Champagne Taittinger will judge submissions for the PLD Innovation Awards, focusing on the year’s best premium and luxury drinks packaging innovations.

Meanwhile, the PCD Innovation Awards highlights top packaging from the global beauty market, designed for perfume, cosmetics and personal care products, and the ADF Innovation Awards will showcase the best packaging solutions for the aerosol and dispensing technology sector.

The PLD, PCD, and ADF Innovation Awards are open to all, free of charge, ensuring accessibility for brands of all sizes. The judging process is conducted anonymously, without any conflicts of interest, allowing both emerging and established brands an equal opportunity to shine based on the merit of their packaging innovations. The entry deadline is 8 November, and winners will be announced live in a glittering Paris Packaging Week ceremony on 28 & 29 January at Paris Expo Porte de Versailles.

For more information and to enter, visit www.parispackagingweek.com