Luxury packaging and brand identity

Luxury packaging. Definition and trends in Italy and abroad
Packaging as an integral part of brand identity in the luxury sectors: cosmetics, wine & spirits, jewellery & watches, fashion, tobacco and automotive
In the luxury sector, packaging is an integral part of brand identity and adds value to products. Here, the science of packaging design, which involves graphics, shape, materials and technologies, has the chance to express itself at its best in terms of quality, creativity and innovation: the very high quality of printing and enhancements, the presence of finishes that provide refined tactile and aesthetic effects, and handcrafted packaging are distinctive elements. The luxury sector, which includes cosmetics and perfumes, wine & spirits, watches and jewellery, fashion, food (confectionery and gourmet), tobacco and automotive, is not experiencing a crisis, as confirmed by the trend of the global luxury packaging market driven by cosmetics and perfumes.
An increase in demand for luxury goods is matched by the introduction of new technologies capable of creating unprecedented innovations. Current trends include the globalisation of design, attention to ergonomics and travel-friendly formats, personalisation and sustainability. In addition to the established trend towards customisation, which goes beyond the niche product to make it even more exclusive and tailored to the buyer, attention to eco-compatibility and social responsibility has been gaining ground among consumers who do not just want to own a precious item but are also looking for added value in it. This has led to the appearance of raw, essential packaging and natural colours even in the packaging of refined, exclusive products, to packaging made from recycled, recyclable and easily separable materials that minimise the use of materials and their carbon footprint, and last but not least, responding to a renewed focus on the local area and Made in Italy.