Redefining Packaging: How Innovation, AI, Sustainability Are Shaping The Future BY THE PAPERBOARD PACKAGING COUNCIL The packaging industry is evolving faster than ever, driven by sustainabil- ity demands, AI-powered advancements, and a shift away from plastics. As brands race to adapt, designers are at the forefront—creating solu- tions that balance aesthetics, functionality, and environmental responsi- bility. To dive deeper into these trends, we spoke with Emma Wingerd, Designer, Beverage North America at Smurfit Westrock. From plastic-free innovations to AI-driven automation, Emma shares how the industry is pushing boundaries and what’s next for paperboard packaging. From Industrial Design to Packaging Innovation Emma’s journey into paperboard packaging began with a background in industrial design and graphic design, but she quickly found her pas- sion in structural packaging. At Smurfit Westrock, she focuses on devel- oping new die lines and packaging solutions that meet the needs of both brands and consumers.
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What excites her most? The growing demand for plastic alternatives and the role packaging design plays in reducing fossil-based materials. “Consumer preferences and expectations, along with regulatory and legislative compliance, are guiding brands to explore possibilities in fos- sil-free packaging,” Emma explains. “This shift opens doors for compa- nies to act on sustainability initiatives and ultimately creates exciting op- portunities for innovation.” Cutting-Edge Design Trends In the past year, Emma has seen major shifts in how packaging is designed — especially in the beverage sector. “I’m most excited to see more paperboard-based solutions replacing plastic in stores, like clips for PET bottles and wraps for cans, which were traditionally packaged in plastic rings or shrink film,” she says. Seeing these innovations not just in industry news but in her own shopping cart reinforces the real-world impact of these advancements. Artificial Intelligence (AI) is also beginning to play a role in packaging design, albeit gradually. Rather than directly designing cartons, AI is en- hancing quality control and automation. Emma points to machine-learning camera detection in packaging lines, which ensures that defective prod- ucts are properly identified and removed—particularly for locked-bottom wraps like ClusterPaks. CONTINUED ON PAGE 14
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March 17, 2025
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