PKN asks Pippa Corry, winner of the 2024 PKN Women in Packaging Design & Branding Visionary Award, and the founder of circular economy and sustainable packaging consultancy, philo & co, about how the role of packaging designers is shifting, and how they can stay ahead.
How have you seen the role of packaging designers changing in today’s sustainability-driven landscape?
I’ve seen a huge shift in recent years – packaging designers are increasingly aware of the complexities of sustainability. I’ve seen many designers starting to question their role in a world that doesn’t need more things. They recognise that aesthetics, functional packaging is no longer enough, sustainability must live and breathe in every aspect of the brand, particularly in packaging. This sometimes doesn’t come without its challenges but with extended producer responsibility (EPR), eco-modulation fees, and greenwashing in the spotlight, designers are really starting to think both upstream and downstream in the packaging value chain. More than ever, I’m seeing packaging design agencies looking for expert guidance in establishing their sustainable packaging offering and ensuring they have the knowledge and capabilities to support their clients to create future-proof packaging solutions.
How did winning the 2024 Design & Branding Visionary Women in Packaging Award influence your perspective on the industry?
Firstly, it’s great to have a space that recognises the diverse talent and skills within the packaging industry in Australia. For me, winning this award was an incredible honour and reinforced the importance of leadership and innovation in sustainable packaging. I think often a lot of the conversation around circularity is aligned to improving recyclability, but true circularity lies in resource reduction. I think it’s a hugely exciting time for packaging designers, and a great opportunity for brand and packaging designers to look at how their skills can be harnessed to inform new ways to use resources and engage with various audiences.
PKN: You will be judging this year’s Women in Packaging Awards, what are your hopes for the entries?
With such a diverse range of categories celebrating innovation, sustainability, technology, design, manufacturing, STEM, and marketing excellence, I’m excited to see how women in the Australian packaging industry are driving real change. I’m particularly looking forward to submissions that showcase breakthrough ideas, tangible impact, and fresh approaches to long-standing challenges.
I think the categories really speak to the direction of where we can take Australia’s packaging industry, so I hope to see work that’s not just innovative but scalable and transformative for the industry. A great quote I saw the other day was ‘how can we shift design from creating things to creating change’ and I think that really resonates with the opportunity in circularity.
You work with a range of packaging design agencies and brands, what are a few tips for packaging designers to stay ahead with so many changes on the horizon?
The packaging landscape is evolving fast, and designers can stay ahead in several ways:
- Design for Circularity – Reduce unnecessary materials, improve recoverability and explore reuse opportunities. The best packaging isn’t just functional – it works within a circular system.
- Stay Informed – Regulations are shifting, from recyclability requirements to marketing claims. Keeping up with local and global changes ensures your designs remain compliant and future-proof.
- Be the Bridge – Designers play a critical role in translating sustainability into real-world solutions. Whether working with brands, suppliers, or marketing teams, use your expertise to guide better decisions and push for smarter, more responsible packaging.
philo & co is a circular economy and sustainable packaging consultancy, helping FMCG brands and design agencies create sustainable, compliant, and future-fit packaging solutions. Pippa guides businesses through the complexities of sustainable packaging design, strategy, and communication. Reach out today.
