68NOTICIAS I NEWS cia una línea de decoraciones y acabados que sean más sostenibles” y hacia envases con “más QR, más información, más storytelling”. Sandra Mercé apunta a una progresiva integración entre el mundo físico y el digital, mientras que Miguel Ángel del Baño considera que el packaging tendrá que adquirir un papel cada vez más relevante en la identidad de las nuevas generaciones. “El pack, tiene que ser una parte más de su look, de su manera de ser, que les ayude a definirse”, afirmó. En este escenario, el envase deja de ser únicamente un contenedor para convertirse en un punto de contacto dentro de un universo de marca cada vez más amplio. The beverage market is undergoing progressive diversification, with the emergence of new categories linked, among other trends, to non-alcoholic beverages. “New categories are appearing, and this certainly has a direct impact on packaging, ” stated Miguel Ángel del Baño. In his opinion, the proliferation of consumption options is generating categories that still need to build their own identity, since “they don’t have established codes” and consumers don’t have preconceived notions. This situation coexists with an evolution of the graphic codes used by brands. Sandra Mercé pointed out that new brands are focusing especially on “the brand narrative and the experience.” Alex Martín also observes this differentiation: “More premium brands are opting for minimalist designs with clean lines. These new, young brands that want to enter the market are trying to stand out with something more groundbreaking, using more colors.” Sustainability and eco-design Sustainability is another of the main drivers of transformation. Alex Martín highlights a progressive reduction in bottle weight, even within the premium segment. Although an association between weight and quality still exists, some brands “are forgoing that weight, but adorning the bottle with attractive decoration to continue conveying exclusivity, without sacrificing eco-friendliness.” For example, in the wine world, “a few years ago, bottles began to be drastically lightened with the introduction of new regulations, and we saw how brands with important, high-priced wines that were typically presented in very heavy bottles took a significant step by reducing the weight of their bottles, some by half or more, ” explained Miguel Ángel del Baño. In the area of labeling, Sandra Mercé emphasized the evolution towards solutions that facilitate container recovery and recycling: “There are labels that, depending on the cleaning process, leave no adhesive residue and allow the container to be recycled in the appropriate container.” Eco-design is thus gaining importance from the earliest stages of development, and there is a push towards single-material packaging. Miguel Ángel del Baño also highlighted the progress made in labeling materials, especially recycled papers, which allow for maintaining quality performance. “Virtually all paper manufacturers offer recycled paper solutions, 100% recycled; there has been tremendous progress, ” he stated. In decoration, Álex Martín affirmed that “at PCM, our policy is to use the most eco-friendly raw materials possible.” Regarding trends, “projects combine various techniques; that is, when a bottle is painDe cara al futuro, los tres profesionales coinciden en tres grandes líneas de evolución: sostenibilidad, personalización y tecnología Looking to the future, the three professionals agree on three major lines of evolution: sustainability, personalization, and technology
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