Ministry of Culture Presents:
Project: Packaging and Design – A History Around the World 2
PRONAC: 231862
PACKAGING AROUND THE WORLD 2
ABOUT THE BOOK
The history of packaging around the world and the design involved in the creation and development of this item reflects the evolution of humanity and the growth of countries. From mere wrapping, packaging has evolved in design and concept and has taken on the expression of various cultures. Designers from all continents—Africa, Europe, Asia, America, and Oceania—add their customs, consumption habits, and traditions to the primary characteristics of packaging protection, making them unique objects in application and design.
Different points of sale, such as supermarkets, convenience stores, drugstores, fashion stores, and others, are important territories for discovering a people's culture and trends from a packaging perspective. They also allow us to explore eating habits and flavor preferences.
BRAZIL | Southeast
“From economic heartland to cultural heritage: where tradition becomes global innovation”
The most industrialized and populous region of Brazil, with a rich cultural mosaic and unique traditions. São Paulo is the beating economic heart, while Minas Gerais is the cradle of traditions and authentic flavors that enchant Brazilians and foreign tourists alike. Home to the renowned Salinas and Boazinha cachaças, and the traditional Dona Zélia guava paste (founded in 1950), recognized as cultural and intangible heritage of Ponte Nova. During the June Festivals, a spectacle of colors and flavors celebrates popular culture with quadrilha dances, typical delicacies, and bonfires. The packaging here tells rich stories, such as the Dona Zélia cans that bear her illustrious title, transforming products into cultural heritage.
Economic Heart
São Paulo as Brazil's economic hub
Renowned Cachaças
Iconic Salinas and the beloved Boazinha from Minas Gerais
Cultural Heritage
Dona Zélia guava paste, founded in 1950
Traditional Festivals
Festa Junina with quadrilhas, delicacies, and bonfires
BRAZIL | South
"European soul, Brazilian spice: 70% of Brazilian rice has immigrant DNA"
A region with a thriving economy that plays a major role in Brazilian agricultural production. Rio Grande do Sul accounts for 70% of national rice production and is a major soybean producer along with Paraná. Santa Catarina boasts the title of largest national apple producer, while Paraná redefines yerba mate, a plant that adorns its flag. The Serra Gaúcha region cultivates extensive areas of grapes for wines, juices, and cosmetic products. The influence of European immigrants is evident in packaging, such as Polenta Fritz with German elements. Regional expressions come to life in products, such as the “BAHH” of DIA cookies and the tradition of “drinking mate.” Farroupilha Week celebrates the identity of Rio Grande do Sul with barbecues, dances, and horseback riding.
Agricultural Production
RS accounts for 70% of national rice production, SC is the largest apple producer
European Influence
Polenta Fritz with German and Italian elements on the packaging
Serra Gaúcha
Extensive areas of grapes, wineries, and grape-based cosmetic products
Regional Culture
The expression “BAHH” of the DAY and the tradition of mate in the identity of products
BRAZIL | Northeast
"UNESCO heritage on the table: where each product tells centuries of history"
A lively and diverse region where regional brands bear witness to cultural richness and preserve unique traditions. Each product expresses a rich heritage, intertwining flavors, stories, and ancestral knowledge. The bolo de rolo cake, a cultural heritage of Pernambuco, was popularized by Dona Fernanda Dias in 1970 at Casa de Frios, with very thin layers and guava filling. Vitamilho cornmeal is beloved for preparing couscous, a cultural symbol present in all meals and recognized by UNESCO in 2020 as Intangible Cultural Heritage of Humanity. The Avatim brand offers scented products inspired by the region's exuberant fragrances. The Bonecos de Olinda dolls have represented an iconic tradition since 1932, with the Homem da Meia Noite (Midnight Man) parading through the hills of Pernambuco.
Gastronomic Heritage
Pernambuco roll cake was popularized by Dona Fernanda Dias in 1970
UNESCO Couscous
Vitamilho and couscous were declared Intangible Cultural Heritage of Humanity in 2020
Regional Fragrances
Avatim with scented products inspired by the exuberance of Bahia
Cultural Traditions
Olinda dolls since 1932, with Homem da Meia Noite (Midnight Man)
BRAZIL | Midwest
"From the savanna to your table: second largest biome, unique identity"
An agricultural region offering everything from the vast expanse of the Cerrado, Brazil's second largest biome, to unforgettable culinary experiences. The extensive plantations of beans, corn, and soybeans provide products that form the basis of the Brazilian diet, in addition to vegetables, preserved fruits, and beef and pork. Herbal medicinal products are very popular, with the Baleeira herb standing out for its therapeutic benefits, part of the rich local herbal medicine tradition. The Congada de Catalão has been celebrated since 1876 in Goiás, a cultural event that brings together aspects of Catholic Christianity and African-based religions, resulting in a pluralistic tradition. Each label and flavor tells a story about the flora and fauna of the Cerrado.
Food Base
Extensive plantations of beans, corn, and soybeans
Natural Medicine
Highly popular herbal products
Cerrado Biome
The second-largest Brazilian biome with rich biodiversity
Plural Traditions
Congada de Catalão since 1876, uniting Christianity and African roots
BRAZIL | North
"From the Amazon rainforest to the world: biodiversity that becomes bioeconomy"
In the heart of the Amazon rainforest, where biodiversity flourishes and local culture is rich and vibrant, regional brands find inspiration and raw materials in native fruits and plants. The startup Raízes de Açaí innovates in the bioeconomy with açaí coffee made from the fruit's pit, a versatile drink represented by a toucan on purple packaging that symbolizes the vitality of the forest. The richness of fruit stands out in Warabu chocolates, bringing Amazonian identity to the world. Typical fruits such as jambu and araçá add unique flavors to cachaças, giving them an authentic regional touch. Arraial do Pavulagem has been a popular parade in Belém since 1987, with Boi Azul and rhythms such as carimbó, siriá, and lundu marajoara, using elements of Amazonian culture.
Bioeconomy Innovation
Açaí roots with coffee made from the fruit's pit
Amazonian Chocolates
The Warabu line brings the identity and flavors of the Amazon to the world
Regional Fruits
Jambu and araçá add unique flavors to cachaças
Amazonian Culture
Arraial do Pavulagem with Boi Azul and carimbó rhythms since 1987
BELGIUM 🇧🇪
"Small in size, big in flavor: where chocolate and beer became world heritage"
A small country in size, but immense in cultural richness and diversity. Located in the heart of Europe, it is a meeting point of three traditions: Flemish, French, and German. Birthplace of René Magritte (surrealism), Pieter Bruegel, and Peter Paul Rubens (baroque). Land of Tintin (1929) and the Smurfs (1959). Belgian chocolates are recognized as the best in the world, with brands such as Leonidas (1913), Godiva (1926), and Côte d'Or (140 years old) investing in sophisticated decorative tins. Triple-filtered beers with cherry flavors, such as Cherry Chouffe, proudly display their Belgian origin. Belgian Fries are a national passion served on street corners at FRITUUR. Lotus Biscoff (1932), with its brown sugar and cinnamon flavor, has conquered the world. ChaudFontaine and SPA waters, Chocomel chocolate, and elixirs in bottles reminiscent of ancient monasteries complete the gastronomic mosaic.
World-famous Chocolates
Leonidas, Godiva, and Côte d'Or with sophisticated decorative tins
Special Beers
Triple-filtered and cherry-flavored, such as Cherry Chouffe
Cultural Heritage
Birthplace of Tintin, the Smurfs, Magritte, and Flemish traditions
Belgian Fries
A national passion served at FRITUUR street corners with Bitterbalen
SCOTLAND 🏴
"From the Highlands to global palates: where tartan becomes identity and tradition becomes business"
A land where ancient traditions come to life through iconic packaging. At the heart of Scottish culture lies pride in kilts, clans, and bagpipes, living symbols of identity. The Highland Games celebrate strength and camaraderie, while Sir Walter Scott brought the legends of the Highlands to life. The tartan pattern (clan check) is widely used on whiskeys, beers, and cosmetics. Legendary brands such as Chivas, Glenfiddich, Johnnie Walker, and The Macallan reflect heritage and modernity. Tunnock's (1890) maintains the classic red look on its tea cakes. Mrs. Tilly's chocolate bar is an intangible heritage with a Great Taste award. Fish and Chips (1872) preserves the original tradition. Tennent's beer (1556) with its red logo is a symbol of the Scottish home. Edinburgh and Golf gins complete the portfolio of beverages that transport consumers to the majestic landscapes of mountains, lakes, and castles.
Legendary Whiskies
Chivas, Johnnie Walker, Glenfiddich, and The Macallan: heritage and modernity
Tartan Pattern
Scottish clan tartans on whiskies, beers, and cosmetics
Centuries-Old Traditions
Tunnock's since 1890 and Fish and Chips since 1872
Gastronomic Heritage
Mrs. Tilly's intangible chocolate bar and Tennent's symbol of Scottish home
FINLAND 🇫🇮
“Between lakes and forests: where sisu becomes sustainability and simplicity conquers the world”
A Nordic country nestled between crystal clear lakes and vast boreal forests, where silence and tranquility meet creativity and innovation. The concept of sisu symbolizes inner strength and perseverance, reflected in the search for harmony with nature, from a love of saunas to sustainable interior design. Karl Fazer is a cultural symbol with its iconic Fazer Blue (1922) in metallic blue packaging, produced with fresh milk and responsibly sourced cocoa. Marianne candies (mint with dulce de leche) and liqueur chocolates stand out in elegant stand-up pouches. The Moomin family enchants generations in nostalgic packaging. Products such as Kotimaista pancakes, Meira spices, Biokia fruits, Voi Hyvin honey, and Lumene cosmetics reflect minimalist design connected to the environment. The Finnish Swan (Nordic Ecolabel) appears proudly on packaging as a symbol of Nordic sustainability. Villi Vichy carbonated waters contrast with treated tap water from springs.
Iconic Blue
Karl Fazer has been around since 1922, with metallic blue packaging and responsibly sourced cocoa
Minimalist Design
Meira spices and Biokia fruits reflect the connection with nature
Nordic Sustainability
The Finnish Swan label represents the Nordic Ecolabel
Moomin Culture
The Moomin family enchants generations in nostalgic packaging
GREECE 
“From the cradle of civilization to store shelves worldwide: where mythology becomes marketing and tradition conquers palates”
The birthplace of philosophy, arts, democracy, and the Olympic Games, where legends and myths intertwine with reality. Home to Socrates, Plato, Aristotle, and Homer (Iliad and Odyssey), with majestic architecture such as the Parthenon. Mediterranean cuisine enchants with tzatziki, moussaka, baklava, and ouzo (anise liqueur). Olive oil is the essence of culture, a symbol of wealth and peace since ancient times, with exquisite packaging in olive green and gold tones, incorporating ancient jars, olives, branches, and the “Greek eye.” The Aheleon brand has created a porcelain bottle in the shape of a drop of olive oil as a work of art. EPSA maintains the textured bottle with an embossed logo. Kefir Kourellas uses a clean design with handwritten text in Greek blue. Teas are presented in bottles like jugs, decorated with island architecture and blue and white mandalas. Brands use mythological references and Hellenic geometric patterns, creating a connection between consumers and the country's glorious history.
Sacred Olive Oil
Aheleon with a teardrop-shaped porcelain bottle, symbol of wealth and peace
Mythological Heritage
References to gods and heroes on labels with Hellenic geometric patterns
Centenary EPSA
100 years of maintaining a textured bottle with an embossed logo since 1940
Mediterranean Blue
Teas in jugs featuring island architecture and blue-and-white mandalas
ITALY 
"From the Renaissance to store shelves: where every package is a work of art and tradition becomes luxury"
A land where art is everywhere, birthplace of Michelangelo, Leonardo da Vinci, Raphael, Botticelli, and Caravaggio. The fashion capital of the world, with Milan setting trends through Dolce & Gabbana, Gucci, Prada, and Versace. Refined aesthetic sense present in Ferrari, Lamborghini, and the architecture of the squares. Packaging reflects “la dolce vita” - elegant and minimalist design valuing beauty, pleasure, and quality. Pastifício G. di Martino surprised with special editions by Dolce & Gabbana, creating postcards of Italy with tiles, hearts, and ancestral typographies. Barilla (the world's best-selling brand) maintains its standard blue with sustainable modernization. Acqua Panna (457 years old) and San Pellegrino (1899) represent the Alpine tradition. Barbera olive oil (1834) pays homage to Palermo with blue tiles, while Lorenzo uses a protective amber bottle. Colavita balsamic vinegar has packaging in the shape of a medieval bell. Tassoni (1793) dispenses with labels because it is an icon. Frangelico and Limoncello liqueurs complete the gastronomy. Packaging displays flags, dates of origin, and regional seals as validation of Italian pride.
La Dolce Vita
Elegant, minimalist design highlights Italian beauty, pleasure, and quality
Collaboration with Dolce & Gabbana
Pastifício G. di Martino creates postcards featuring tiles and traditional typography
Alpine Traditions
Acqua Panna, 457 years, and San Pellegrino, 1899, from the Italian Alps
Regional Pride
Flags, dates of origin, and regional stamps as validation of quality
IRELAND 
“From the Emerald Isle to the world: where every package carries the Celtic soul and Irish pride.”
Known as the Emerald Isle for its green hills and lush valleys, Ireland exudes mystery and enchantment through the centuries. Its culture is deeply rooted in Celtic tradition, with a legacy of mythology, symbolism, and spirituality. Stories of fairies and epic warriors such as Cú Chulainn are passed down through generations, along with the folklore of the Leprechaun (symbol of luck). Devotion to St. Patrick is celebrated worldwide on March 17. Packaging reveals Celtic elements such as intricate knots and spirals, symbolizing eternity and the interconnection of life, death, and rebirth. Guinness uses a harp (an ancestral emblem), connecting the brand to musical tradition. Baileys, the world's best-selling liqueur, captures the essence of Ireland's green hills. Sheridan's offers a mesmerizing visual experience with two bottles (dark coffee liqueur + creamy white chocolate). Kerrygold exports Irish pride with national green, bucolic pastures, and “Original Irish” milk from cows fed on Irish grass. Packaging is a window into the soul of the country, carrying history, nature, and mythology.
Guinness Harp
Iconic Irish beer features the harp as an ancestral musical emblem
World Liqueurs
Bailey’s captures green hills and Sheridan's with two mesmerizing bottles
Kerrygold Original
National green with bucolic pastures and “Original Irish” milk
Celtic Tradition
Knots and intricate spirals symbolizing eternity and life, death, and rebirth
PORTUGAL 🇵🇹
"From fado to the world stage: where tiles become identity and saudade conquers palates"
A culture marked by fado (Intangible Cultural Heritage of Humanity), a melancholic melody that echoes feelings of longing in the streets of Lisbon and Porto. Gastronomy celebrates simple but striking flavors, reflecting the intimate relationship with the sea and the land through Atlantic cod and conventual sweets such as pastel de nata. Colorful tilework tells visual stories, adorning facades and packaging. Victor Guedes' Gallo olive oil (1919) proudly displays “PORTUGAL,” with commemorative editions illustrating tourist attractions in blue and orange and traditional tiles. A special edition celebrated 200 years of Brazilian independence, symbolizing the lasting connection between countries. The Azores stand out as a source of national pride with fish “certified by nature” and Bonito tuna with modern three-color art. Panidor has evolved from a family bakery to the largest national confectionery, with boxes of pastel de nata closed with tiles from the confectionery. Portuguese wines have enjoyed international prestige since 2000 BC, with Port wine (1386) and Dom José labels adorned with nostalgic coats of arms. Packaging is a true souvenir, such as cookie tins evoking Lisbon trams.
Gallo Olive Oil
The bottle proudly displays its origin: Portugal, and traditional tiles
Portuguese Tiles
Colorful tiles tell visual stories on facades and packaging
Azores Naturais
Certified fish, such as Bonito tuna, which features modern art on its packaging
Milenares Wines
Internationally renowned since 2000 BC, such as Port wine since 1386
Meet the Sponsors
Produced by
AUTHOR
ASSUNTA NAPOLITANO CAMILO
Assunta has over 42 years of experience in the packaging market, with solid expertise in development, strategic planning, and business management at companies such as Cyklop, Amcor, and Tetra Pak, among others.
A mechanical engineer with an MBA in Marketing and a postgraduate degree in Industrial Administration, she is a polyglot, fluent in seven languages.
As an author and international speaker, she is a reference in topics such as packaging, trends, innovations, and sustainability, with more than 600 published articles and over 500 lectures delivered worldwide.
Since 1990, she has participated in the main international events and trade fairs of the sector, such as InterPack, K Show, Emballage, Chinaplas, Tokyo Pack, Anuga, Drupa, Pack Expo, Drinktec, SIAL, among others.
Nationally and internationally awarded, Assunta is the creator and director of the bilingual book collections Better Packaging Better World and Packaging Around the World.
She is also the founder and CEO of the Instituto de Embalagens and the specialized consultancy FuturePack.
