Packaging Première announces its partnership with BIG Biennale Internazionale Grafica, the large-scale, freely accessible festival dedicated to communication design and visual cultures, which will take place in Milan from 22 to 25 October 2026 at the ADI Design Museum.
This collaboration brings together shared interests: whilst BIG has for years been exploring the power of graphic design as a language able to give form and meaning to contemporary communication, Packaging Première brings its own perspective on premium packaging, an area where graphic design, materials and function converge. It is no coincidence that packaging is, in itself, a form of communication: the first visual and tactile interface between a brand and its audience.
It is within this context that Packaging Première’s contribution to BIG’s programme unfolds, with the theme of design responsibility amongst the topics covered. Packaging Première explores this topic through the lens of inclusive packaging: for a designer, responsibility is not just about a project’s environmental or ethical impact, but also its ability to be accessible, legible and usable by everyone — a principle that unites the worlds of graphic design and packaging in a single vision of truly responsible design.
On 22 October at 5.30 pm, Packaging Première will host a talk entitled TOCCARE PER CREDERE. Progettare l'accessibilità sensoriale nel packaging premium, during which the design codes used in premium packaging will be analysed: glossy surfaces, tone-on-tone effects, thin typefaces and minimal text. These are choices that enhance perceived value but could also become barriers. Legibility is not just a matter of type size, but of font, colour, finishes, contrast and material. Whilst information in the mass market is often more explicit to ensure it is quickly understood on the shelf, in the premium sector it can become more coded and subtle. Furthermore, packaging is often designed to be viewed under ideal conditions, but used in real-world conditions. The talk will feature: Alessandro Carnevale, Brand Ambassador & Sustainability Manager at Luxoro; Anna Paola Cavanna, named Packaging Woman of Italy 2026 and Chair of Laminati Cavanna; Massimo Duroni, Luxury & Welfare interior designer; Luca Mancini, CEO & Creative Director at NSG Creative Agency; Cosimo Lorenzo Pancini, Founder & Creative Director at Zetafonts Type Foundry, with journalist Filippo Bellini as moderator.
This session explores the packaging design process from the very first physical element to the final detail of information: materials and surfaces (glossy or matt films, transparencies, metallised finishes, flow packs, malleability), colour and contrast as tools for brand recognition, and finishing techniques viewed as a potential functional and tactile language, right through to typography and label design as applied to the world of wine and spirits.
The aim is not to compare accessibility and desirability, but to show that they can go alongside each other: a desirability that is legible, tactile and inclusive today is a new way of thinking about quality and responsibility for brands.
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