Creative Escape: What Happens Between the Briefs

Paula Pozza took the stage at the European Brand & Packaging Design Association conference in Helsinki as part of this year’s theme, Pause to Think, Move to Create.

EPDA brings together some of the leading packaging agencies, brand specialists, suppliers, and industry experts from across Europe. It has long been one of the most important forums for discussing where branding and packaging are heading, making it a particularly meaningful stage for the conversation.

The talk explored a topic that rarely makes it into project presentations or case studies: what happens between the briefs.

The ideas explored without a client. The concepts developed out of curiosity. The projects that begin with no commercial objective and no expectation of where they might lead.

While these projects often live quietly in the background, they play an important role in the way a studio evolves.

The session offered a behind-the-scenes look at how Studio Zak nurtures creativity beyond commercial work, and how that ongoing exploration ultimately strengthens the strategic thinking, storytelling, and design solutions developed for clients.