In today's fast-moving market, where consumer trends shift overnight, brands must develop the ability to respond with speed and precision. With over 30 years of experience in brand design and creative strategy, Nuno Alves has led design for global powerhouses including Coca-Cola, Burger King, and Tim Hortons. In 2024 alone, he successfully delivered 170 design projects—a testament to his approach to Agile Design.

How can brands leverage agile workflows, cross-cultural collaboration, and modular design systems to ensure fast, consistent execution across diverse markets? Drawing from both strategic thinking and hands-on experience, Nuno will share how design can evolve from pure aesthetics to system thinking—helping brands thrive under pressure and lead in an era of rapid change.

As health becomes a growing priority, consumers are increasingly clear about what defines "good ingredients" and "good products." Yet, packaging often relies on exaggerated claims and vague marketing, creating an information bubble that erodes trust and loyalty.

To reconnect with today's health-conscious consumers, especially in the healthcare space, brands must embrace five human-centered design principles—moving from treating people as patients to understanding them as individuals. In a world of AI-driven emulations, filters, and replicas, design should be instinctive—like a breath, like a heartbeat. Only by communicating with honesty, transparency, and emotional clarity can brands deliver health experiences that feel both real and reliable.

Design goes beyond aesthetics; it serves as a strategic tool for brands to meaningfully engage consumers. Outstanding design captures and expresses brand values, fosters deeper emotional bonds with consumers, and strengthens brand desirability and loyalty. In his talk, Gianmauro Vella (Gimmy) will delve into the essential concepts of 'Why', 'How', and 'What', highlighting how design thinking and semiotics play pivotal roles in creating impactful consumer experiences.

When brands refresh their packaging design, it can either create a striking impact or lead to a decline in sales and blurred brand identity. Nielsen data shows that only 5% of packaging redesigns successfully boost sales, while as many as 13% experience a drop in sales due to packaging changes. How can brands retain their "soul" while injecting fresh appeal into classic products through innovative design? This topic will explore the key elements of successful packaging refreshes, revealing how to strike the perfect balance between innovation and tradition to invigorate the brand and unlock new growth opportunities.

For products displayed on shelves, the font on packaging is one of the most eye-catching elements of the overall visual appeal. In the wave of global expansion, multilingual typography is a necessity. Brands need fonts that support various languages—not only functional but also visually appealing and enduring. How can brands use typography to express their image effectively? How can they preserve brand identity while better adapting to local markets? This discussion will delve into how font design helps global brands achieve the best results and resonate across diverse markets.

Sound is often the unseen ingredient that elevates a brand experience, yet it remains one of the most overlooked aspects of branding. Sound has a unique ability to trigger emotions, deepen connections, and, when done right, evoke the very essence of a brand's flavor.

For food brands, sound shouldn't be an afterthought; it's an essential tool to create memorable moments, strengthen identity, and enhance connections with your audience. This time, we'll explore the intersection of music, sound, and flavor —and how brands can use sound to enhance consumer engagement and elevate their brand identities. We'll dive into:

- What is sonic branding – and why brands should consider it.

- The art and science behind a sonic strategy that feels uniquely "on-brand".

- How your brand can think about their sonic identity across various touch points.

For many legacy brands, winning over younger consumers is both a challenge and an urgent task. Founded in 1997, Baixiang Food—a beloved Chinese instant noodle brand—is making a bold comeback with creativity at its core. From playful product names and regional slang on seasoning sachets, to innovative structural designs, daring color palettes, and crossovers with popular IPs, the brand is crafting a unique personality for each product. Join us to explore how fresh humor, cultural relevance, and visual storytelling in packaging can breathe new life into a traditional brand.

In product packaging, unique bottle shapes are often employed by brands to capture consumers' attention, aiming for a memorable first impression. However, if lines and proportions are poorly balanced, unconventional shapes can lack aesthetic appeal, potentially impacting consumer comfort and purchase intent.

This discussion delves into the critical role of shape, line, and proportion in packaging design, exploring how to strike a balance between innovation and beauty. Through analyses of both successful and unsuccessful cases, we’ll uncover how to create packaging that is both distinctive and visually pleasing, enhancing the product's market competitiveness.

Topics we'll cover include:

- Applying Visual Psychology in Design: Techniques for using lines and proportions to create a visually comfortable experience.

- Blending Aesthetics and Functionality: Ensuring the packaging remains both attractive and practical for consumers.

- Consumer Perception and Brand Identity: How packaging design shapes brand perception and influences consumer choices.

This topic is designed to provide practical guidance for product managers and designers, helping them achieve both innovation and aesthetic appeal in product packaging.