A renewed graphic identity opens the new chapter of Packaging Première, the leading selective exhibition dedicated to luxury packaging


A colourful and vibrant design that reinforces the event’s identity while providing a new vision, looking to the future, highlighted by the new claim “the future of luxury packaging”. Created by Butterfly Cannon, an independent design agency based in London, the new Packaging Première logo is in line with those of the events dedicated to deluxe and premium packaging that are part of the international network of Easyfairs, a company that is one of the top 20 worldwide players in the event and exhibition organisation. A strong and coherent identity, transversal to the cities of London, Paris and Milan, where events such as ADF (Aerosol Dispensing Forum, the annual event dedicated to the world of aerosols and dispensing systems), PCD (Packaging of Perfume, Cosmetics & Design, the world’s leading event for packaging innovators in the perfume, cosmetics and personal care markets) and PLD (Packaging of Premium & Luxury Drinks, focused on packaging for wines and spirits, beers and premium soft drinks) are held. The clean white canvas, framed by a vibrant blue ribbon, was designed to animate the new visual identity, following an innovative and future-oriented approach. Packaging Première will continue to be a highly specialised event, an undisputed leader in connecting the packaging community and an expert in providing a continuous source of inspiration and innovation.

The next edition of Packaging Première will take place in Milan from 24 to 26 May 2022 at Fieramilanocity and will be enhanced by the presence of PCD Milan, which, since its launch in Paris in 2001, has become the world’s leading event for the beauty packaging community. PCD has been the driving force behind beauty packaging innovation and represents true excellence in primary packaging. Its enduring reputation, built on 20 years of service to the community, makes PCD the defining event in fragrance, cosmetics and personal care packaging year after year. “We are very excited about the path we are taking to establish Packaging Première as the reference event for deluxe packaging at an international level. Our aim is to create unique experiences for our community, which follows us through social media, but also in the events and digital initiatives we carry out throughout the year. The strong and unique identity of Packaging Première will be the driving force behind the first edition of PCD Milan, making this long-awaited event even more unmissable”, says Pier Paolo Ponchia, Founder and Director of Packaging Première.

Packaging Première and PCD Milan’s strategic decision to join forces is fundamental to connect people and celebrate innovation, to give the opportunity to present the most original projects, share ideas and thoughts, discover new technologies and materials and create the packaging that will seduce consumers in the future. Packaging Première and PCD Milan 2022 will be the meeting point for the influential community of packaging developers, designers and suppliers, offering the perfect stage to highlight the entire supply chain, from primary to secondary packaging.