Designing value beyond the pack

ARD’s Jane Struk on premiumisation, connected experiences, and why London Packaging Week matters more than ever.

When London Packaging Week returns to Excel London on 15 and 16 October 2025, it will once again serve as a meeting point for the full packaging value chain: from converters and suppliers to designers, brand owners and marketers. Among the expert voices shaping this year’s discussions will be Jane Struk, managing creative director at ARD London, who will appear on the Luxury in Every Layer: The Sustainability Balancing Act panel on 16 October.

‘In our practice we often see groups working in silos – suppliers, brand teams, agencies,’ she said. ‘London Packaging Week brings everyone together, creating space for dialogue and for sharing practical insights. That is what makes it special.’

Founded in Vevey, Switzerland in 1987, ARD built its reputation working with Nestlé and other global food brands headquartered nearby. Today, with studios in both Vevey and London, the agency balances FMCG heritage with a growing focus on premium and luxury sectors.

Jane, who has been with the business for over 14 years, took on the role of managing creative director in 2022. Her client list spans Nestlé, Unilever, PepsiCo, Danone and Heineken, and her work has been recognised internationally by Red Dot, Pentawards, The Dieline and the European Design Awards. At London Packaging Week, she will bring that experience to the stage, exploring how luxury brands can elevate packaging while balancing sustainability imperatives.

‘Premiumisation is a trend we can’t ignore,’ she explained. ‘Global factors, like the rising cost of raw materials or supply chain disruptions, are driving brands to add more value. Our role is to help them achieve this not by simply raising prices, but by enhancing the whole product story: the unboxing, the material choices, the way the brand engages with consumers. This is where creativity really matters.’

Jane is clear that packaging now carries far more weight than it once did. ‘Social posts disappear, campaigns end. Packaging is different. It has the longest life compared to other channels, people hold it in their hands, they build a physical connection. That is powerful.’

This theme, packaging as a touchpoint that must deliver both emotional impact and sustainable value, will be central to her London Packaging Week session alongside speakers from Positive Luxury, Watches of Switzerland Group and the Canned Wine Group. It reflects her belief that packaging is no longer simply about containment, but about creating a multi-sensory brand experience.

‘It is not only about how it looks, but how it feels, how a cap opens and closes, even the sound and the weight,’ she said. ‘Packaging is a 3D object. Those details influence perception and loyalty.’

With consumer awareness growing, Jane believes material choices are more scrutinised than ever. ‘Bio based or sea derived materials may still be uncommon, but they can add real value. They differentiate products on shelf and provide an authentic story that consumers connect with.’

She sees packaging design as a chance to weave sustainability into brand narratives, a point she’ll stress in her panel debate on luxury. ‘The real opportunity is to make materials part of the brand philosophy. Consumers respond positively when they feel they are making better choices, and when those choices are explained clearly.’

Transparency is also rising in importance. ‘It is so easy to check claims now, consumers can scan ingredients or research sourcing in seconds. That is pushing brands toward more openness, even putting ingredient lists front of pack. Simplicity and honesty are becoming hallmarks of modern packaging.’

Jane sees technology emerging at a rapid pace, with connected packaging at the forefront. ‘It is much more than only a QR code with some information,’ she said. ‘It can be customised in so many ways and bring a completely new world for packaging. From a brand perspective it helps to extend the life of packaging, engage consumers, and unlock almost unlimited possibilities for personalisation.’

She highlights how this technology allows brands to communicate back with consumers, turning packaging into an ongoing dialogue rather than a one way message. ‘It is about creating an experience that doesn’t end when the product is opened. Packaging can tell stories, share updates, and build loyalty long after the purchase,’ Jane noted.

In addition, Jane also points to the opportunities offered by new digital printing technologies, which are enabling greater creativity than ever before. ‘We are now talking about special foils, effects and embellishments applied even at the level of individual products or samples,’ Jane continued, ‘this kind of flexibility opens exciting new ways to make packaging more engaging, more distinctive, and better aligned with a brand’s story.’

For Jane, the best outcomes come when the entire value chain is aligned. ‘Agencies need to know what is happening with new materials, trends, and construction techniques. We are not only designing for looks – we are solving for functionality, cost efficiency and consumer experience. Connecting those elements creates real value.’

She points to a moment from last year’s show as evidence of why these events matter: ‘I discovered an innovative bottle closure that became the perfect fit for a perfume project. Without being at London Packaging Week, seeing and feeling it, we wouldn’t have found that solution. That kind of inspiration is invaluable.’

It is precisely this mix of discovery, discussion and collaboration that Jane hopes to foster through her participation in this year’s agenda.

Success in packaging design is never about winning awards or chasing trends, Jane stresses, it is about integrity and alignment. ‘We put our soul into every project,’ she explained. ‘A successful launch is when the true values and beliefs of the brand are reflected in the packaging, and it goes to market without compromise, not in material, not in price.’

That sense of wholeness matters at every level. When suppliers, agencies and brand managers all contribute their expertise, the result is packaging that not only looks right but feels authentic, performs well, and resonates with consumers. ‘When the brand team achieves its goals, the consumer recognises the value, makes their choice, and the brand’s health improves – that is success,’ she said.

It is a definition that speaks to ARD’s wider philosophy: design as a balance of creativity and strategy, built on collaboration, and always executed with integrity.

With premiumisation, connected packaging and sustainable materials shaping the next chapter for brands, London Packaging Week 2025 will be a vital forum for inspiration and collaboration. To hear directly from Jane Struk and other industry leaders, and to explore the innovations redefining packaging design, register now to attend London Packaging Week on 15 and 16 October at ExCeL London.