Purposeful Transformation: Creating Value Through Inclusive and Smart Design
What if packaging could do more than just protect a product?
EPDA invites you to rethink packaging not just as a wrapper but as a powerful tool for connection, transparency, and inclusivity: From AI-driven solutions to human-centered design, we’ll explore how packaging can become a true brand touchpoint and a driver of positive change across industries. Let’s reimagine packaging—not just as a wrapper, but as a powerful, purposeful tool for connection.
Uwe Melichar, epda Vice-President and European Partner Touch design (Germany) will be moderating the session featuring:
▪️ Lucy Burgess, Strategy Director, Touch design (UK): Shaping things to come: a new purpose for packaging
▪️ Tim Gelzleichter, Head of Digital, WIN Creating Images (Germany): Own the Machine: Why Gen AI Belongs to Us Designers
▪️ Stefan Casey, Head of Ecosystem, io.tt & SharpEnd (UK): Connecting the Dots: Crafting Seamless, Connected Experiences in Products, Packaging and Retail.
Shaping things to come: a new purpose for packaging
Let’s start by setting the scene: the biggest forces transforming our industry, and what this could mean for design...
The world is changing, fast. Environmental, economic, and cultural shifts are causing us to rethink packaging. No longer a simple container, it can act as a conduit for values, vision, and radical relevance. In the first of our series of EPDA talks, we examine what’s driving change, and how brands are harnessing this knowledge to respond fearlessly, and with purpose.
Own the Machine: Why Gen AI Belongs to Us Designers
If we don’t shape it, it will shape us. This isn’t about replacing creativity. It’s about amplifying it.
We’re standing at a threshold. Not to a distant future, but to a present already transforming our work. Generative AI is no longer a buzzword: it’s a creative tool, a production engine, and yes, a disruptor.
In packaging design, it offers speed, scale, and automation. But more importantly, it opens the door to new forms of beauty, storytelling, and meaning.
I’ll be making the case that embracing this shift isn’t a betrayal of our craft. It’s an expansion of of what we do as designers.
Connecting the Dots: Crafting Seamless, Connected Experiences in Products, Packaging and Retail.
In today’s world, products, packaging, instore and at home experiences are merging into connected ecosystems that leverage front-end AI creativity and back-end intelligence to deliver seamless, inclusive value for both the consumer and the customer.
Legislative pressure is no longer bureaucracy but a mandate for safety, traceability and transparency that can literally save lives! There are no more excuses - the time is now for Brands and Retailers to fully immerse themselves beyond the pack. To unlock even more value and to win the hearts and minds of their consumers.
We can finally join the dots between all media channels and embracing both the physical and digital touchpoints, transcending traditional marketing building real and meaningful connections bringing every touchpoint to life. Are you ready to win the hearts, minds and market share in an age where transparency and purpose will reign supreme?
FREE DRINKS' RECEPTION:
23 September, 17.30 - 19.00, PACKBOX - Hall 4, Stand 4 - 209
After the session, join us for a free networking reception — meet the speakers and connect with packaging and design professionals over drinks.
