Design is evolving pretty fast. Nowadays, brands need to consider cross generational approaches, and design is expanding from major physical touchpoints (like packaging) to more psychological ones, like online experiences as well as interactions with users. When there are so many different media channels, including e-commerce platforms like Tmall, social media like Redbook, short-video platform like TikTok, and O2O platforms like Meituan, how to make sure a consistent brand identity is established and maintained to be always relevant? 

A renowned design thought leader, Simon Collins, boasts an impressive career as the former creative director for global powerhouses like Nike, Polo Ralph Lauren, and Zegna. He also served as the esteemed Dean of the Fashion School at Parsons School of Design, where his leadership transformed the institution from a respected name into a globally recognized super brand, forging partnerships with luxury giants such as Kering and LVMH.

In this captivating talk, Mr. Collins will unveil his wealth of experience and keen insights, offering the audience invaluable inspirations on:

- Crafting successful global brands through the strategic use of universally understood design languages, akin to the iconic Nike Swoosh.

- Navigating the complexities of cultural differences to cultivate global brand recognition.

- Designing brand experiences that transcend cultural barriers, paving the way for Chinese design to conquer the international stage.

To foster a truly interactive and inspiring experience, we have extended the Q&A session after the talk to a generous thirty minutes. We encourage you to come prepared with your questions!

Think Global, Act Local. Products for overseas markets are challenged by vast differences in cultures, packaging regulations, and climates that affect storage effectiveness of package. How should packaging be fine-tuned for overseas markets while preserving the "soul" of the brand?

Offline shopping accounts for 70% of transactions in the food and beverage sector. Coming into offline channels is an inevitable choice for new consumer brands.

Compared with online channels, however, the offline realm is more intricate and complex. Physical shelves are dynamic, full of unpredictable factors. Different from two-dimensional product display online, the three-dimensional space of physical shelves implies that the "shelf thinking" is a must-have skill for packaging designers in addition to creative ideas.

In the workshop session, an experienced coach will take a deep dive with you into "shelf thinking" through a live demo around shopping at on-site shelves, unveiling tips that will boost your combat effectiveness in the on-shelf battle.

To understand the competition on shelves: space, distance, and line of sight

To win eyeballs at first sight by standing out from a very packed shelf

To get USPs across in the seconds that consumers set their eyes on the packaging – let the key message shout!

There is no path to genuineness. Because genuineness is the path itself. 

As "fake personalities" in the digital world collapse one after another, people naturally and intuitively bond via genuineness. Brands shall not pretend to be something through its packaging-centric communications but to show the real identity, the genuineness of which earns the best chance to connect with consumers and build trust. What is the role of design thinking in building a genuine brand that people resonate with?

Creativepool just announced KIND one of the best agencies of 2023. Norwegian designer Tom Emil Olsen, founder of KIND, demonstrates how he blends photographic inspirations into branding. Instead of simply printing photos of food onto packaging, deep understanding of light and shadow is condensed into product photography. The eyes of designers translate photos into graphic symbols that convey the brand spirit. "Loud silence" represents the chic of food in the future.

To stimulate appetite one does not have to "bluntly" show the deliciousness of food, and going "delicate" is not equaled to plainness. What has Japanese-style packaging done right to look delicate and "tasty" at the same time?

That is a lot of food for thought! Craving for more packaging ideas? Move to Hall6.2 next door and check out the Creative Packaging area! A 300㎡ fantastic space shows 500+ creative design works from the world. Amazement and inspirations guaranteed!

BOSS coffee, a brand under the Suntory umbrella, features his iconic "Man Smoking a Pipe" logo. With over 300 different products under his belt, he's driven innovation and transformation over the past 30 years. As a result of his efforts, BOSS coffee resurrected multiple times from a struggling ready-to-drink coffee market. BOSS coffee sold more than 100 million cases annually in 2022, making it Japan's second most popular beverage brand.

Awards he has received include the Gold Award at the Japan Package Design Awards and the Pentawards Gold Award.

At the intersect of medicine and snacks, which side should functional foods take, to be used with a moderate amount of caution or in a lighthearted mood? The debaters are ready and let’s brainstorm!

Fumi Sasada boasts nearly 50 years of design experience. At the age of 40, he served as the representative of Landor Associates in Japan; At 44, he founded Bravis (the name is a combination of Brand and Visual). At 54, he became the then President of the Japan Package Design Association; At 59, he published "CIKTMUPS: All About Package Design Goes on Sale". He has served various well-known brands, including Meiji, Kagome, Asahi, and Calbee. In this session, he will share insights into the packaging and market trends of health and functional food and beverages in Japan.