Niclas Appelquist

Future of Packaging Director
Absolut Company

We see a shift in consumer expectations and behaviours calling for a new type of experience from packaging. “Buy less, choose well, make it last” to quote Vivienne Westwood. For packaging this means designing for values and behaviours that are shifting towards experience, convenience and meaning, sustainability and delight. What we at the Absolut Company call Packaging with Purpose.

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