Paris Packaging Week 2025, a meeting place for packaging and design professionals, announces the integration of the Pentawards Festival. The event aims to highlight the growing role of packaging in brand strategy. Beyond its utilitarian function, packaging is becoming a powerful tool for communication and market differentiation.
Speakers, including representatives from Coca-Cola, Nestlé and Microsoft, will share their visions on topics such as sustainability and inclusivity in design. These themes, at the heart of current concerns, underline the evolution of packaging towards a more responsible and humane approach.
Pentawards Festival: a showcase for international trends
Under the theme "Design with Impact", the Pentawards Festival will explore how aesthetic choices influence consumer behavior and reinforce brand identity. Particular attention will be paid to contemporary challenges such as artificial intelligence applied to design and accessibility.
Attendees will also have the opportunity to discover an exhibition of the award-winning packaging of 2024. This retrospective, judged by a panel of 50 experts, will highlight the most outstanding innovations in design and materials.
A space dedicated to agencies and independent designers
A Design Hub will bring together international agencies and independent designers to present their most innovative projects. Among them will be Vincent Villager, a specialist in luxury goods, and Pantel, a French agency specializing in beverage packaging. This space embodies the creative dynamism of the sector, pushing back the limits of materials and techniques.
Professionals in attendance will be able to exchange ideas with these creators and be inspired by new approaches, whether in holography, branding or eco-design.
According to Adam Ryan, Director of Pentawards, this partnership marks "a major step in celebrating tomorrow's design and innovation, with manufacturers and designers in attendance given the opportunity to better understand how to meet growing expectations for sustainability and aesthetics."
The growing importance of sustainability in packaging
The themes addressed at the Pentawards Festival reflect a global awareness. Sustainability, in particular, will take center stage. Leading brands and agencies are exploring alternatives to traditional materials and seeking to reduce the environmental impact of their products. These initiatives are accompanied by a reflection on aesthetics, proving that design and sustainability can go hand in hand.
