Ministry of Culture Presents:
Project: Packaging and Design – A History Around the World 1
PRONAC: 204685
PACKAGING AROUND THE WORLD 1
ABOUT THE BOOK
I have traveled around the world. I have visited and revisited more than 90 countries, 5 continents and 2 editions. With each trip, a discovery about the history and culture of a people through packaging. This narrative is unveiled in detail through photographs, typographies, illustrations, characters, materials, colors and formats. The wealth of a people is packed in shelves within reach of consumers.
The idea behind the books is to provide this journey through the culture of the world, transporting readers to the history of various countries from the perspective of packaging.
The first book in this collection brings packages from Brazil, divided into its five regions: Southeast, South, Northeast, Midwest and North. It also features packages from seven Western European countries: Germany, Denmark, Spain, France, The Netherlands, Norway and Sweden.
BRAZIL | North
“While the whole world talks about sustainability, the Amazon has the answers that have not yet been translated into design.”
The Amazonian mystery that awakens packaging. A land where ancient traditions meet sustainable innovation. From Sococo coconut milk in iconic bottles since 1968 to handmade soaps wrapped in woven straw, the North region shows how cultural authenticity can become a competitive advantage. Here, each package carries the soul of the forest and the future of sustainability.
Unique Biodiversity
The world's greatest diversity of fruits and medicinal plants
Natural Sustainability
Packaging made from natural materials such as straw and fibers
Ancestral Traditions
Indigenous knowledge preserved for generations
Exclusive Ingredients
AçaĂ, guarana, Brazil nuts, and cupuaçu—unique to this planet
BRAZIL | Midwest
“The only region in Brazil that can invent its visual identity from scratch, without the constraints of the past to limit it.”
The future of Brazilian packaging is being written right now. The country's second largest region is experiencing a unique moment: it is creating its identity from scratch. From TubaĂna Funada, with its vibrant colors that challenge traditional standards, to Pamonha Pura, which democratized regional delicacies, to Cream Crackers Mabel, with its nostalgic storytelling, and products such as Canela de Velho, which elevate plants from the cerrado to premium cosmetics. Without limiting centuries-old traditions, the Midwest has complete freedom to innovate, transforming local biodiversity into unique market opportunities.
Identity Under Construction
Total freedom to create a unique visual language without historical constraints
Biodiversity of the Cerrado
Medicinal plants and unique ingredients with untapped potential
Regional Democratization
Local products made accessible throughout Brazil
Unlimited Innovation
Free rein to experiment with bold colors, shapes, and concepts
BRAZIL | Northeast
“While L'Occitane profits from our fruits by creating the Mandacaru line, our local brands are still searching for a visual identity.”
Brazil's colorful, underutilized treasure. A land where the sun shines all year round and unique diversity creates the cradle of Brazilian cocoa, national coconut, and fruits that the world covets. From Ypióca cachaça with straw packaging that is intangible heritage to the sophisticated Pitú with iconic shrimp on the bottle, passing through Oba tapioca with vibrant contemporary design and handmade products from Brazil in sustainable straw packaging. Regional paradox: while foreign companies such as L'Occitane profit from our fruits, local brands are awakening to their own value, discovering that the colors, flavors, and traditions of the Northeast have untapped potential to conquer national and international markets.
Vibrant Colors
A unique color palette that conveys joy and regional authenticity
Intangible Heritage
Officially recognized traditions that add cultural value
Untapped Potential
Greater opportunity for growth in Brazilian visual identity
Natural Wealth
Cocoa, coconut, and unique fruits coveted by the entire world
BRAZIL | South
“Each package carries European DNA seasoned with Brazilian flavor—a tradition that never ages, only matures.”
European traditions that have gained a Brazilian soul. A land where Italian and German colonization has created a unique packaging language that honors the past while embracing the future. From Napolitano chocolate with generations of storytelling to O Boticário cosmetics with sophisticated design, through the Alma & Flores line that romanticizes floral traditions, and Casa Madeira preserving century-old recipes with handmade fabric covers. In the South, each package carries European DNA seasoned with Brazilianness—the artisanal care of Italian immigrants meets German precision, creating products that do not age, but only mature like fine wines from the mountains of Rio Grande do Sul.
European Heritage
German and Italian DNA translated into artisanal care and technical precision
Regional Sophistication
High-end design that competes nationally while maintaining local identity
Generational Storytelling
Packaging that tells stories of families and preserved traditions
A Tradition That Matures
Products that improve with time, like wines from the mountains of Rio Grande do Sul
BRASIL | Southeast
“In the Southeast, packaging not only protects products—it preserves cultural heritage and builds bridges between the local and the global.”
The Brazilian economic engine where tradition meets global innovation. A land that has transformed regional ingredients into successful national brands. From Globo cookies with a nostalgic design that spans generations to Natura cosmetics with packaging that elevates native fruits to the global premium category, to Phebo soaps with a sophisticated visual identity and L'Occitane perfumes that celebrate Brazilian flora. In the Southeast, each package preserves fond memories while building bridges between the regional and the national, proving that well-executed tradition becomes innovation that conquers markets. Here, design is not just aesthetics—it is a strategy that transforms cultural heritage into a competitive advantage.
Design as Strategy
Packaging that transforms cultural heritage into a national competitive advantage
Tradition that Innovates
Regional ingredients elevated to brands that conquer global markets
Affective Memory
Strategic nostalgia that connects generations through design
Engine of Innovation
Economic center that democratizes sophistication for all of Brazil
GERMANY 🇩🇪
"German precision in every package that tells a story"
A global pioneer in sustainability and efficiency that has revolutionized global packaging. A place where the Pfand System (returnable deposit) proves that sustainability is not a cost, but an investment that consumers embrace when properly explained. From Killepitsch liqueur in reusable red boxes to Underberg chocolates in collectible tins, Jägermeister with its iconic green bottle, and beers such as Erdinger that have been leading the way in reuse for decades. German design applied to packaging: functional minimalism, extreme durability, and sustainability as a fundamental pillar. This is where innovations that the whole world has copied were born—circular economy, environmental responsibility, and precision engineering translated into each package that preserves both the product and the planet simultaneously.
Pfand System
A revolution in sustainability that proves: circular economy works when properly implemented.
Functional Minimalism
Clean and efficient design that prioritizes function over decorative form.
Precision Engineering
Extreme durability and efficiency that have become a global benchmark.
Leader in Sustainability
A pioneer in environmental innovations that the whole world has adopted.
DENMARK 🇩🇰
“Denmark has proven that cookie tins can be timeless—generations preserve memories in the same packaging that pays tribute to the Royal Family.”
Danish design emerged in the early 20th century and became synonymous with bold lines, high functionality, and beauty. Iconic brands such as Carlsberg, with its distinctive green bottle, and premium vodka Danzka, in elegant aluminum packaging, exemplify this design philosophy. Denmark also leads the global market for organic products with an 11.5% share, even though it is one of the smallest countries in Europe. Its packaging combines simplicity, natural elements, and innovation, from classic cookie tins to Arla's creative children's packaging reminiscent of emojis. The country proves that smart and functional design can overcome any geographical or climatic limitations.
Iconic Packaging
Cookie tins that span generations and bottles that become objects of desire
Smart Functionality
Design that goes beyond beauty—every detail has a purpose and enhances the experience
Modern Tradition
Royal crowns on contemporary tins, history that reinvents itself without losing its essence
Organic Leadership
11.5% of the global market conquered with design that celebrates nature
SPAIN 
" Freixenet turned champagne into a global symbol with a simple matte black bottle that no one can forget."
Mediterranean tradition meets Iberian modernity in captivating packaging. A land where flamenco energy translates into vibrant colors and authenticity that conquers international markets. From Estrella Damm beer with its iconic Barcelona 1876 star to Solán de Cabras water in distinctive blue bottles, Don Simón, which democratized premium juices, and Agatha Ruiz de la Prada, elevating perfumes to objects of desire with emotional design. Spanish passion applied to packaging: intense colors, expressive typography, and storytelling that arouses emotions. This is where the art of transforming products into sensory experiences was born—each package tells a story, celebrates its origin, and justifies its choice. Spanish design is not only functional, it is a declaration of love for Mediterranean life.
Flamenco Energy
Mediterranean passion translated into vibrant colors and emotional design
Sensory Storytelling
Each package tells a story and awakens authentic emotions
Tradition with Modernity
Iberian cultural heritage meets contemporary innovation
Product as Experience
Design that transforms consumption into a celebration of Mediterranean life
FRANCE 
" Bonne Maman has created the most nostalgic packaging in the world—the jar with a checkered lid that makes any kitchen look like a French grandmother's house."
France lives by the motto “Joie de Vivre!” and “Vivre la Vie!”, creating a culture of refinement that is reflected in every detail of its packaging. The French have built globally established brands such as Evian, Perrier, Bonne Maman, Veuve Clicquot, and Lancôme, where famous designers such as Jean Paul Gaultier lend their talent to create iconic packaging. French design is delicate and smooth, with minimalist details that enhance charm, from mineral waters to luxury perfumes. Brands such as Bonne Maman have maintained timeless packaging for decades, with embossed glass and checkered lids reminiscent of the “good mother's house.” Special care with design and packaging is a national obsession, consolidating brands both in the French and global markets by valuing regional gastronomic traditions.
Gastronomic Refinement
Sophisticated taste that transforms each package into an extension of culinary glamour.
Iconic Global Brands
Evian, Bonne Maman, Veuve Clicquot—packaging that has become synonymous worldwide.
Prestigious Design
Jean Paul Gaultier and other big names sign packaging as functional works of art.
Timeless Tradition
Packaging that preserves decades of history and connects generations through charm.
NETHERLANDS 🇳🇱
" Daelmans turned the stroopwafel into a sacred ritual—the hexagonal packaging preserves three minutes of Dutch tradition over every cup of coffee."
The Netherlands has created a unique identity that is “detached” from European culture, recognized worldwide for tulips, windmills, colorful clogs, and blue and white porcelain. Dutch design is simple, strong, and unique, inspired by masters such as Van Gogh, Rembrandt, and graphic designer Wim Crouwel, a pioneer of functionalism. The country maintains a strong national retail network that resists international invasions, with brands such as Albert Heijn, SPAR, and HEMA strategically positioned. Iconic brands such as Heineken (149 years old, present in 180 countries) and the traditional Daelmans stroopwafel demonstrate how tradition and innovation balance perfectly. Dutch graphic design combines sustainability with functionality, using minimal colors and eco-friendly materials, always direct and authentic.
Unique Identity
Land reclaimed from the sea that created a unique culture, far from European standards
Pioneering Functionalism
Wim Crouwel and Total Design revolutionized the world with a rational approach since 1963
Resilient Retail
Strategic national chains that withstand international invasion with flexibility
Intelligent Sustainability
Design that saves ink and materials without losing visual impact or functionality
NORWAY 
" Aegir has created the world's most Viking-like can—the “big mouth” that makes Norwegians drink beer like their ancestors drank mead."
Norway is the birthplace of Scandinavian design, which has conquered the world with its simplicity, minimalism, and functionality, transcending the boundaries of interior design to inspire packaging. National pride is stamped on every product, with Norwegian flags and stamps attesting to their origin, such as Hval marzipan in intense navy blue jars and TORO soups that depict the seabed. Major manufacturers such as Orkla and TINE opt for clean, cutting-edge concepts, while famous mineral waters such as VOSS and Isklar use formats reminiscent of the country's icebergs. The Viking heritage is reflected in the beverage culture, from traditional Aquavit to beers such as Frydenlund from 1859, with elegant designs in navy blue and gold. Innovative microbreweries such as Aegir create disruptive designs with fun Viking graphics, including cans with a “big mouth” for drinking directly from the packaging.
Scandinavian Cradle
The origin of a design that conquered the world with simplicity, minimalism, and functionality
National Pride
Norwegian flags and stamps printed on each package as proof of origin
Viking Heritage
An ancestral culture that inspires everything from traditional beverages to disruptive modern designs
Arctic Innovation
Packaging reminiscent of icebergs and fjords, transforming geography into visual identity
SWEDEN 
" ABSOLUT created the world's purest bottle—absolutely simple lines that turned Swedish vodka into a global design icon."
Sweden has one of the highest standards of living in the world and has revolutionized global design through IKEA, which since 1943 has popularized Scandinavian minimalism and become part of Swedish cultural identity. The country has created fundamental innovations in packaging, such as Tetra Pak's carton and Ecolean's flexible aseptic packaging, as well as producing icons such as ABSOLUT vodka with its bottle of absolutely pure lines. Swedish design has been inspiring global graphic concepts for over half a century, always prioritizing simplicity, perfect finish, and award-winning usability. Environmental concerns and an active lifestyle are reflected in brands such as Froosh (smoothies with a bicycle logo), Wasa (carbon-neutral crackers), and Propud (nutritious bars for athletes). Sweden represents products with history and provenance, less superficial and more inspirational—absolutely authentic.
IKEA Revolution
Democratized Scandinavian design that became cultural identity and national nostalgia
Packaging Innovation
Birthplace of Tetra Pak and Ecolean, revolutionizing the global packaging industry
Absolute Icons
ABSOLUT vodka and Wasa crackers—classic designs that crossed borders decades ago
Sustainable Active Living
Bicycle culture and environmentalism reflected in brands such as Froosh and carbon-neutral products
AUTHOR
ASSUNTA NAPOLITANO CAMILO
Assunta has over 42 years of experience in the packaging market, with solid performance 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 Management, she is a polyglot, communicating in seven languages.
As an international writer and speaker, she is a reference in topics such as packaging, trends, innovations, and sustainability, with over 600 articles published and more than 500 lectures given in several countries.
Since 1990, she has been present at major international events and trade shows in the sector, such as InterPack, K Show, Emballage, Chinaplas, Tokyo Pack, Anuga, Drupa, Pack Expo, Drinktec, SIAL, and many others.
An award-winning author both nationally and internationally, 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 Packaging Institute and the specialized consulting firm FuturePack.
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Packaging Around the World — Volume 2
Precise continuity, international curation, and design without excess. More countries, more references, and insights.
