From Research to the Shelf

Showcase of “limited-edition solution” to point out the role and importance of packaging in communication 

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An ‘irreverent’ shopping bag

Is the Italian customer disloyal to the brand? Lidl has launched “OPS, THAT BAG!” – a new summer campaign that ironically invites customers of competing brands to change their habits and ‘marry’ Lidl instead. The project, designed to spark spontaneous and viral conversations around the brand through ironic and provocative images, has been rolled out in more than 60 stores nationwide. On 25 July, shoppers who arrived carrying a bag from another supermarket received a Lidl Limited Edition shopping bag, emblazoned with lettering in line with the campaign's mood, a declaration of ‘eternal’ loyalty to the store brand, but also a reminder that at Lidl, everyone is welcome, no matter which shopping bag they bring. An emblematic case that invites reflection on branding, packaging, and the power of recognition.

An innovative use of corrugated packaging

BarbeKIO by Kioene, a historic group specialising in meat products, is a fully biodegradable, disposable barbecue designed for urban grilling, paired with the brand's own plant-based specialities. In this project, corrugated cardboard takes centre stage, transforming a simple and sustainable material into the heart of the product and turning the traditional barbecue concept on its head. With this initiative, packaging breaks free from its purely functional role as a container or logistical tool, assuming a new identity as a communicative, ironic, and experiential object. With BarbeKIO, Kioene launches a cultural and communicative challenge, using cardboard as a vehicle to promote a new model of consumption: plant-based, urban, and sustainable.

Stella Artois Goes White for Wimbledon 2025

For Wimbledon 2025, Stella Artois – the historic Belgian beer brand – has dressed its iconic 0.0 can in white, echoing the tournament's strict all-white dress code. This temporary redesign retains the embossed logo but removes the gold and bright colours, opting instead for a clean look that pays homage to the elegance and tradition of Wimbledon, reinforcing the brand's strong visual identity. In this way, packaging becomes a means of harmonising with its context through a sober and refined aesthetic and, at the same time, a sustainable choice, conceived to reduce environmental impact.