Berlin Packaging: the beauty packaging in five steps

Berlin Packaging opens the doors of its creative hub to reveal the process behind customised beauty packaging.

Last June Berlin Packaging has opened the doors of its headquarters in Gessate (MI) to offer an immersive experience at the heart of innovation in beauty packaging. On the occasion of the exclusive event "From Vision to Reality: Inside the Beauty Packaging Journey", the company presented its Customer Journey, a fully-fledged operational tool designed to accompany companies in the creation of customised packaging solutions. This integrated method makes it possible to significantly shorten development times, optimising processes and promoting a faster time to market. It is a complete development path, divided into five steps, which accompanies the brands of the beauty world – from perfumery to makeup – from the first inspiration to a complete marketing sample, transforming each idea into tangible and personalised packaging in real time.

The journey begins in the Innovation Showroom, a space of over 150 square metres divided into thematic areas, designed to immerse visitors in the company's capabilities. Here you can discover the items that make up the catalogue, together with custom solutions developed over time for brands around the world.. An environment that allows you to compose the silhouette of your product or the skyline of an entire collection in real time, choosing from the iconic packaging lines designed and registered by Studio One Eleven, the company's innovation engine.

The inspiration continues in the Colour Room, where, together with the designers of Studio One Eleven, we move on to the definition of all the stylistic details of the project: from trending shades to materials for decoration, up to the choice of papers for secondary packaging. It's an immersive and creative moment, in which the product's aesthetic identity is outlined thanks to the support of renderings developed in real time, which allow you to immediately visualise the final effect. This is where the experience comes to life, with the advanced customisation phase within the two development centres, fully-fledged centres of excellence where the packaging takes shape like a tailor-made suit, becoming a full expression of the brand's values and aesthetics.

In the Primary Pack Lab, the final finishes of the primary packaging are simulated through the formulation and application of customised paints, while simultaneously testing the graphic rendering through screen printing and/or hot stamping. This process makes it possible to significantly reduce development times, defining every detail in real time and minimising trials during the production phase.

The project then takes shape with the development of the marketing sample of the primary packaging, which accurately reflects the style and characteristics defined along the Customer Journey.

In parallel, within the Secondary Pack Lab, a complete prototype of the secondary packaging is created, which is fully customisable in real time thanks to a wide selection of papers in stock, and the possibility of defining textures and finishes that can be reproduced using the advanced prototyping technologies in the laboratory. This process allows you to quickly test every aesthetic and functional choice, making the development path even more efficient and integrated.

To complete the journey, you can access the in-house photo studio, where the Berlin Packaging Beauty team of photographers and videographers create real still life shoots. Here, the communicative power of the packaging is highlighted, testing its visual impact and aesthetic consistency with the brand identity.

The Customer Journey experience is also available in digital format and starting from a single box with Stocksmetic, the B2B e-commerce of packaging for perfumery, cosmetics and pharmacy that offers companies and individuals, such as beauty institutes, pharmacies, hairdressing and barber salons and start-ups, the possibility of creating customised, refined and design packaging without any minimum order.