Why is London Packaging Week such an important show? How do I enter to win an award at the event for my packaging? Why is sustainable packaging so important to all brands?
Listen as I speak with London Packaging Week organizer Christelle Anya and two of the judges for this years awards including Saul Johnstone from Bacardi and Cain Hayward Hughes from Beam Suntory.
I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap.
This podcast is an independent production and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.
Why is London Packaging Week such an important show? How do I enter to win an award at the event for my packaging? Why is sustainable packaging so important to all brands?
Listen as I speak with London Packaging Week organizer Christelle Anya and two of the judges for this years awards including Saul Johnstone from Bacardi and Cain Hayward Hughes from Beam Suntory.
I'm here to help you make your packaging more sustainable! Reach out today and I'll get back to you asap.
This podcast is an independent production and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.
Cory Connors:
Welcome to Sustainable Packaging with Cory Connors. Today's guests are very exciting people from across the pond. My friend Christelle from Easy Fare. She'll be talking about London Packaging Week and we also have two expert judges for their awards. And I'm so excited to talk about all of these events that Easy Fares puts on, but London Packaging Week has become, one of the premier events in that area, and is, really taking off and growing quickly. Christelle, can you tell us a little bit about yourself and, this event?
Christelle Anya:
Yes. Thank you. k and El. Hello everyone. and, thank you again for the invitation. and thank you so and Kane for joining us. My name is Chrisia and I'm in charge of, content and community, and the community for, the Paris Packaging, week. And now I'm involved in, the London one, running in September, next September.
Cory Connors:
very much looking forward to I've been to Paris packaging week a few times and it's one of the finest events I've ever attended. So I'm excited to see London and be to London for the first time this next or this year. But can you tell us how long has this show been running in London?
Christelle Anya:
so, as London packaging week since 2022. And before that, for at least 10 years, as packaging innovation and luxury packaging, London, we did, brand switch in 2022, as far as I remember from packaging innovation, London. And last year we moved to, we moved from Kingston to, Olympia, sorry for my, pronunciation, but, to Excel.
Cory Connors:
Well, it's an very important show, and I think it's a trifecta of shows. the London and Milan and Paris Packaging Week have become pinnacles of the industry. so congratulations to you. I know you've won many awards for these shows and, I always celebrate your wins and your victories with you and your team.. Let's talk about the size of the show. I know it's a little bit smaller than Paris Packaging Week, but it's still very substantial. how many exhibitors will London Packaging Week have?
Christelle Anya:
we have something like more than 200 exhibitors. some of them are, maybe you will know them, it's Olpak, Iphiosis, D. S. Smith as well. IndieFroil. Europe, and many more, so I can't list all of them.
Cory Connors:
Some very high end, packaging companies there and some very high end brands will be represented as well, which is exciting to see, including Kane Saul, their companies are leaders in the industry. so we're excited to talk to them. let's talk about this London Packaging Awards, why did we launch this and how's it going so far?
Christelle Anya:
So, at Easy Fairs we, we organize, always, shows who drives the, the need to be inspired and to inspire the next generation. Generation, if I can say that, so, we want to encourage, the progress in the area. so London packaging, awards, have been designed to promote, advances in this, sector in sustainability, I would say. Yes. And, in packaging in general. So it is the main, the main aim of the, this awards. And we already have these awards in Paris, very successful, but this one is in particular is really specific to the UK markets. So we encourage all the people who had great innovation to compete. and it's still time because we have until the end of May to, so the platform is open until, end of May. So still time to compete.
Cory Connors:
That's wonderful. So that's really good news. We can still enter and I agree with you. This is an opportunity to push yourself to try new things in packaging to innovate, to be more sustainable, to try something very different and impress the judges like Cain and Saul, Thank you, Christelle. Appreciate your insights there, but let's get to our two expert judges, two of, I think, 20 or so. the list of judges I saw was very impressive, including you two gentlemen. but Cain, let's start with you. Can you introduce yourself and tell us, where you work and what you do?
Cain Hayward Hughes:
thank you Cory. My name is Cain . I work at SunTory and what I do is I am responsible for the creative direction of our prestige scotches, and this is in the Scotch and Irish house. what this means is I create the stories and the narratives and the concepts around the high age. rare whiskeys that we have, primarily on Bowmore and Lafroig.
Cory Connors:
You're making me thirsty. Wow. That sounds great. How about you, Mr. Saul Johnstone? Can you tell us about yourself?
Saul Johnstone:
Of course. So, thank you. I work in Heifer Bacardi, based in Glasgow in Scotland. So, I work within the procurement team. and contrary to regular relief, I'm not just a penny puncher, when it comes to procurement. So, yeah, a big part of that is involved with the packaging and procurement for all our whiskies and Bombay Sapphire, gin as well. and focus a lot on innovation projects, especially surrounding our single malts, whiskey portfolio.
Cory Connors:
I think you're right. Sometimes purchasing gets a bad rap. And, I, I understand that as a salesperson, because it's always about price, but then you realize it's not and, what you've done to both of you to package your spirits is, innovative and leading the industry, which is why I was so excited to speak with you both today. But, let's go back to Cain. Cain, how did you get involved with London packaging week and, how has the experience of judging been so far?
Cain Hayward Hughes:
Oh, firstly, it probably goes without saying, but I'd like to say that packaging plays an absolutely crucial role, in the emotive storytelling of a product and it can make us feel the full gamut of emotion. So I just like to say thank you for the opportunity to celebrate the hard work of the people behind London packaging. the packaging. and as an industry, I'd like to say thank you for having the opportunity to do that. So how did I get involved in London Packaging Week? So a large part of my role is creative one. So telling these stories of rare whiskeys. And as such, I regularly attend packaging conferences and awards. Partly to see what new innovations are coming out, partly to see what our competitors are up to. but on the back of attending the recent Paris packaging week in January, I was approached by Christelle, to see if I'd like to be involved as a judge and sit as a judge. I was absolutely honored, for the opportunity and, I couldn't say no. So that's really how I got involved.
Cory Connors:
I love that and you're exactly right. it's tells a story. It provides emotion. It invokes, feelings of your past and, maybe your lineage. I think, as I walk through a liquor store and I see, an Irish whiskey, I think of my heritage. and it's, That's very insightful. Well, well said, sir. Saul, how about you, my friend?
Saul Johnstone:
Yeah, similar, similar story. But yeah, it's great to obviously be involved. The packaging plays a big part of the story. My world and my job and a lot of people's worlds and jobs. So, yeah, similar to Cain, it's an absolute, it's a privilege to be able to be involved in judging these, work, given the amount of work that goes into it. Me and Cain, I think, see more than maybe other people do as well in terms of how much effort and passion goes into making these, packaging. for an excellent product. So yeah, it's great to be part of it again, in numerous shows, most recently the Paris one as well. and again, somebody was approached by Christelle following that to see if I would be part of the judging panel. And of course I was absolutely more than happy to oblige to that. and excited to see obviously what's coming to the market and see the latest innovations that have been launched as well. So no, it's exciting times.
Cory Connors:
Yeah, well said. And I think we speak a language of packaging and that packaging language crosses all other languages and, we get a feeling when we pick up a bottle and we look at a label. And, it's, I think that's very innovative and very insightful. I would like to know, what are you looking for? when people, because the audience is going to enter their products to London packaging week, what do you want them to talk about when in their entry? What do you want them to show in the pictures? Can you speak to that? We'll go back to Kane to start.
Cain Hayward Hughes:
Sure. for me personally, I'd like to see the. The packaging is relevant to the product, so it's not superfluous. It is telling a true story, an authentic story. it is sustainable. it has the right textures, the right tones, the right colors for the product it's trying to sell. And ultimately it makes you feel something. You don't have to love it. You don't have to hate it, but you have to feel something. so that's what I'm looking for. and my focus. professionally it's primarily on the premium spirit side. So I'm also looking for those cues of luxury and quality at every touchpoint relevant to the product.
Cory Connors:
That's an interesting point. Yeah. You don't want something that's just an add on just to get attention. but it serves a purpose. Well said. How about you Sol?
Saul Johnstone:
Yeah, I think Cain hit the nail on the head, to be honest with it, but no, likewise, again, my focus is on, again, luxury side, more premium packaging, so again, it's to see the quality of different types of materials as well, again, what kind of different to norm materials are getting used there, in terms of foiling techniques that are getting used, different technologies coming through, again, how it brings the product to life and how it makes it really stand out in shell, I think. A big part of these awards is what makes it different to competitors, what makes it be standout, a standout item, innovative, in the shelf. So again, part of that is through the smart use of maybe uncommon materials, through and made into packaging.
Cory Connors:
I'm going to ask you both a two part question and, both the same. So, Cain, what's the trend in packaging that you're seeing that you like, and what's the trend in packaging that you're seeing that you don't like?
Cain Hayward Hughes:
I'll answer the first one first, if that's all right, it's probably safe for an easier one. what I do like seeing a trend is the conscious move in to more sustainable packaging solutions, not because it's almost always the commercial rights choice, but because it is the right choice to do as a society. The more cognizant we are of the impact of our packaging has on the environment, the better we can understand how to move towards more positive packaging. And packaging in the industry we're in should be part of a wider global conversation around sustainability. And it's wonderful to see, the London Packaging Week, Paris Packaging Week, focusing on sustainability as we move towards this greener and brighter future. So hopefully that answers your question. That trend of sustainability and, responsibility will continue.
Cory Connors:
It seems like it's going to stick this time. I agree with you. how about you, Saul? what's one thing that you, a trend that you like in packaging?
Saul Johnstone:
Yeah, I think it's along, again, similar to the sustainability route for it. obviously it's a key focus for us all. not just from A CSR perspective of companies shouting about it. I think it's actually doing our greenwashing. I think it's actually the right direction in terms of doing the right thing and doing the correct thing. And you can see that really coming to life now as well. You can see more innovation coming through using biodegradable materials coming through now in terms of compostable plastics, plant based polymers. More of that is being used and coming through now. Yes, still a lot in the food industry, but I think you can start seeing it more coming through now into spirits, into more consumer packaging, which is great to see. So hopefully that trend continues for us and obviously reduces the accumulation of waste into our landfills and oceans. So it's not greenwashing, it's not CSR, it's properly doing the right thing and actually Setting an environment within our pathogen.
Cory Connors:
Very true. And I have to commend Christelle and her team for bringing sustainability to the forefront of the Easy Fairs events. well done Christelle.
Christelle Anya:
How
Cory Connors:
has sustainable packaging become such an important part of your events?
Christelle Anya:
actually, when we launched, the first, edition of PCD in 20, I think it was what, 2001. I would say, the main, focus was already on sustainability and innovation. So we were really in advance, at the time. it was not a real subject at the moment, but we tried as. As much as possible, we try to, yes, to highlight exhibitors as well as brands looking for, better, better packaging, I would say. but it was not, yes, it was not the subject, the real subject. The subject was essentially on innovation. But. Yes. Yes. Obviously, because of laws and because of climate issues, it became a real problem to solve. If I can say that in that way, and obviously We needed to be on in the front of the this, of course, because we are, we can say that we are the most, larger. Events in packaging, so it's our, mission, to bring. solution we don't say that we have all the solution and it's because of so. it's also because we work with the industry that we are able to, yes, to, to provide some, some of the solution, not all of them. Of course.
Cory Connors:
Well, thank you for giving us a platform to show, the sustainable innovations. And, again, well done. it's exciting to be a part of your events.
Christelle Anya:
Yeah, it's a really, it's really, we'll say a team effort and we are very lucky to have, people like Ken and Saul and so many others, in Paris, show as well. Who supports the show and they help us to bring the right subject, the right people to the stage. So, we are very thankful and people like you as well, Cory, I would say.
Cory Connors:
Thank you. it's fun to be a part of the solution to, to the problem. And, Kane, let's talk about things maybe that you're seeing that you would caution people against doing. Something that maybe you don't like, a trend that you're seeing.
Cain Hayward Hughes:
Sure. great question. Difficult question. so personally, I can't stress this enough. This is only my opinion. I don't want to upset any designers out there. but there is a trend towards minimalism and absolute simplification. I understand that for some packaging and products, it makes absolute sense, particularly how they show up from the physical world to the digital space. But I think it's perhaps gone a bit too far. Whereas the maximal aesthetic of Louis XIV or Sarah Font, we just need to bring back a bit of considered design rather than, homogenization.
Cory Connors:
Yeah, well said. It's an important point. How about you, Saul? What do you think?
Saul Johnstone:
Yeah, again, opinion based. So, for me, I still think there's a large single use culture existing within consumers in terms of packaging. I think the prevalence of single use packaging kind of perpetuates a disposability for it, encouraging customers to use products once and discard them. So, I think. Addressing the single use packing culture requires multifaceted approach to it, involving everybody, including businesses, governments, civil society, the full lot for it. So, for me, I think as an industry, we need to push for more innovative solutions which can address this, as well as pushing education to consumers on waste management. I don't think, again, I think that plastics are the devil in a lot of time, and that's not always necessarily the case. So, I think, again, the trend towards That I think is negative. I think it's more of a education to consumers need to get pushing how to manage waste for it, but at the same time still moving away from this single use plastic culture and this convenience culture that we continue to see, through packaging.
Cory Connors:
Yeah, very accurate. I think consumers are realizing that they need to be part of the solution. And they need to pitch in, or not pitch in, and, and reuse. I think that's, an incredible point. So this will be my first time in London, and I'd love to get some wisdom from all of you three. Maybe a pro tip about something I can look forward to at the event, or something I can look forward to in London. what should I make sure to experience? If
Christelle Anya:
it was in Paris, I would say, the tour Eiffel, of course, in London. I'm not used to, go to London often. So, even if we have, offices over there, but, we have a lot to do for Paris, but, As I will be more and more involved in London, I will be there more often. Yeah. at the show, make sure you attend, the conferences because we have three stages, very, very, interesting, conferences during the two days. And of course, the, the awards ceremony on the second day. it will be the first time we will run, as I said, the awards and we will celebrate it during the show, during one hour. So and then we will have some, yes, some fun, yes, space to talk, to celebrate just after. So don't miss that. I thought
Cory Connors:
exciting. I can't wait. This is really, it's going to be a great event. How about you, Cain? any tips for a first time London trip?
Cain Hayward Hughes:
Sure. so, so London, generally you absolutely have to go to Duke's bar and have martini. It's a bit of a rite of passage. it's absolutely. Incredible, for the packaging week itself, the content program is world class and there's some fantastic talks, presentations, fireside chats. There are multiple talks at the same time. So I'd be, I'd look at the schedule ahead of time to figure out what you want to visit and when, just so you can plan the day better.
Christelle Anya:
Thank you Ken. Cory Connors: Thank you so much. And Saul?
Saul Johnstone:
Yeah, well, I'm also tourist to London, but, , so I'm gonna go down, I'm gonna go down the Tour district and say, big Ben is one. Visit. certainly was your first time going. Yeah. and yeah, I think, focus more on the packaging week. yeah, I think the networking areas I think are excellent within the London Faction week, and within the Paris one that were really set up. So I imagine it'll be a similar setup to that, this year again, so. so yeah, it's great to speak to people, engage to people, even sometimes it's great speaking to Exhibitors on their stand, but sometimes, taking away from the stand for 20 minutes, a quick chat separately. it's really great as well. So, again, I'd recommend doing that as well. Making full use of the networking spaces made available there as well.
Cory Connors:
Well said, and EZ Ferris does a really good job of providing spaces where you can actually sit down and have a conversation. I. Absolutely kudos to Christelle and team for providing those kind of lounges, where you can sit and have a conversation and, get a little peace and quiet, in a very busy show, but, very exciting. This will be September 11th and 12th and, or, as you say, in Europe, the 11th and 12th of September. And, I'm looking forward to seeing you all there. Thank you all.
Christelle Anya:
Thank you. If I may, just add something. so as I said, the platform is still open for, it's free of charge. and it's judges by fabulous expert as soul and cane, but many others, we want to celebrate really innovative, young talent and established, brands. so, yes. Everyone is, is more than welcome, to, yes, to compete and to enter any, design, well designed, well, everything you want innovative projects into the London, innovation awards. So, I'm really excited about that.
Cory Connors:
Yeah, great advice. Be sure to enter even if you don't think you have something that's really exciting. I think you'll be surprised oftentimes about what the judges see and that they can see what you visioned when you designed this new innovation. So well said. Thank you all. Appreciate your wisdom. And thanks for what you do for the industry. Thank you. very much.
