Packaging Première Milan — Where Luxury Is Shifting

We attended Packaging Première Milan this year.

The Italian market has always leaned into luxury. Especially in food. A lot of heritage inspiration, tradition, and a very recognisable aesthetic.

But there’s a shift happening.

Less of the expected “heritage look,” and more space for bolder, more audacious directions. Still rooted in origin, but with a more current expression.

One thing that really stood out was how materials are being used in a more literal way.

The idea of mixing ingredients directly into inks.

Tomato powder becoming red ink for a sauce brand. Volcanic dust from Etna used for Sicilian products.

Simple, but very effective. We love it. It adds a layer of storytelling that feels real. Not something added on top, but something built into the design itself.

Sustainability was also everywhere.

Especially in trays and secondary packaging. A clear move away from plastic foam inserts, with many alternatives that still protect the product while reducing impact.

This shift has been building for a while, but with the upcoming Packaging and Packaging Waste Regulation (PPWR), it’s no longer optional.

For food brands in particular, this is going to become a baseline, not a differentiator.

Keeping up with these shifts, especially when they’re right at our doorstep, is one of the most interesting parts of what we do.