From green claims to brand engagement: Communicating sustainability through packaging

Talk description:

How do you communicate sustainability on packaging without resorting to greenwashing? And how do you ensure that sustainability messaging not only informs but also inspires consumers to take action?

In this presentation, you’ll discover why strong branding forms the foundation for credible sustainability communication on packaging. Using current case studies from the food industry, we’ll discuss how brands can translate sustainability into clear, relevant, and action-oriented packaging. We’ll also explore the transition from the traditional barcode to the 2D QR code as a new interface for customer engagement and long-term brand relationships.

In addition, we’ll examine the new European anti-greenwashing legislation, which, effective September 27, 2026, requires companies to formulate environmental claims in a concrete, verifiable, and transparent manner. What’s still allowed? What’s no longer permitted? And what impact will this have on branding, packaging design, and communication?

A presentation for brand owners, marketers, packaging developers, and retailers who want to leverage sustainability as a credible value-add for their brand.

Speakers

For this edition, we welcome Bart Maesen.

Bart Maesen is a product designer, founder of Seendesign, and lecturer at LUCA School of Arts. With more than twenty years of experience in product and packaging design, he helps food brands and retailers develop innovative packaging concepts that bring together branding, sustainability, and user experience. Thanks to his practical experience and academic background, Bart knows better than anyone how to bridge the gap between strategy, design, and the future of packaging.