Packaging Première Milan — Petras at Avant Garde

Petras was selected for the Avant Garde section at Packaging Première Milan this year.

The Avant Garde highlights projects that stand out within the luxury packaging industry through innovation, materials, finishes, and overall execution.

And seeing a charcoal packaging project there proves that any category can be disrupted.

Packaging Première is deeply connected to the luxury world. Spirits, beauty, fashion, confectionery. Categories where elevated packaging is already expected.

Petras comes from a completely different space.

An everyday product, built around charcoal and eucalyptus wood, a category that traditionally leans into rustic and very simple designs.

Instead of adapting to the category, we wanted to disrupt it. 

Stronger shelf presence. More contrast. More confidence. A project designed to add value to something highly functional and completely transform the way it is perceived.

And it worked.

The project stood out immediately at the exhibition. Even the smallest Petras bag, the 4kg version, didn’t fit inside the Avant Garde display window, and the structure had to be adjusted to make it work.

It was by far the biggest packaging in the gallery, and definitely one that turned heads throughout the fair.

Because at the end of the day, any category can be elevated.

Design has the power to shift perception, create connection, and tell stories even in the most unexpected spaces.

And often, those are exactly the projects that become the most interesting.

Read the full case study of the Petras redesign here.