PENTAWARDS CAPITAL OF DESIGN SESSIONS Design for disruption: Inside the challenger brand’s playbook

Kelly Mackenzie, Creative Director & Founder, White Bear Studio

Design for disruption: Inside the challenger brand’s playbook
As the food and drink category navigates these changing times, there has been a lot of talk about innovating to win. Is your brand being disrupted by the external, or are you in the driving seat, creating change? Challenger brands have been bringing fresh ideas and innovations to markets that were all too often becoming stale. To stay relevant, inspire devotion in your consumers, and avoid external disruption, large corporations need to start adopting some challenger behaviours too. Kelly will speak about how Challenger brands ‘Design to Disrupt’, from a brand story to building a brand, for effective challenger brand packaging

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Découvrez l'avenir de l'emballage de votre marque à la Paris Packaging Week les 29 & 30 juin 2022 à Paris Expo Porte de Versailles.
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La Paris Packaging Week offre une expérience inégalée aux visiteurs, un contenu très pertinent, une exposition débordant d’opportunités et des galeries d’innovation – tout cela pour vous aider à vous inspirer et à permettre vos développements packaging.
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Les Paris Packaging Week Talks offrent un contenu technique et de grande qualité, conçu en collaboration avec des marques de renommée mondiale.
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Explore the Talks at London Packaging Week

From design, materials and innovation trends to sustainability solutions and policy challenges, the three stages at London Packaging Week will give you the knowledge you need to create the perfect new pack for your brand.

Michael Nolte,
SVP Creative Director,
Jean Dominique Andreu,
Wine & spirits
Eleanor Dinnadge,
Senior Corporate Manager,
Canopy Planet
Iman Jouali,
CEO & Founder,
IJO Skincare
Dani Novick,
Mercury Search & Selection
Catherine Conway,
Claire Shrewsbury,
Director Insights & Innovation,
Craig Barnes,
Creative Director,