If you think packaging is “just a box” – think again. The fourth Kaligraf seminar, held on May 7 at Wespa Spaces in Zagreb, demonstrated that packaging today is a key arena for innovation, sustainability, and smart technologies. Titled Packaging Transformation – How to Design for Recycling, the seminar sparked great interest and filled the venue to capacity, confirming that packaging remains a topic with ever-evolving perspectives.
The seminar was opened by Miho Karolyi, Director of Kaligraf and the driving force behind these gatherings. In his presentation, he demystified some of the uncertainties brought by the new EU Packaging and Packaging Waste Regulation (PPWR), which came into effect at the beginning of this year. Karolyi emphasized that despite tight deadlines, there’s no need for panic. Based on the information currently available, he explained what the recycling design criteria will look like and what aspects must be considered to achieve the highest ratings. With timely planning and early implementation of possible measures, many manufacturers will save time and be well-prepared when the Delegated Acts and enforcement of the new regulation come into play.
Martina Arapinac Radičević, a lawyer with extensive experience in intellectual property, delivered an engaging presentation on copyrights in the process of creating packaging as original works, the potential for protection through industrial design rights, and the role of artificial intelligence in packaging design. She discussed the use of AI tools in creative processes as well as the legal pitfalls, especially regarding copyright. She also highlighted the newly adopted AI Act, which is set to bring sweeping changes in Europe, regulating the creation and use of AI. She concluded by stressing that producers intending to use AI tools for packaging design—particularly for influencing consumer decision-making—will need to pay close attention to this regulation.
A special highlight came from a creative perspective – Davor Bruketa from the renowned agency Bruketa & Žinić & Grey, Croatia’s most awarded and globally recognized marketing agency, demonstrated that design doesn’t need to be complex to be impactful. His message was clear: now more than ever, it’s time for creative, simple, and clever solutions that stand out from the crowd.
“PPWR – Don’t Panic” was the message delivered by Davor Ujlaki, Director of Muraplast, one of the leading plastic packaging manufacturers in the wider region. As Deputy President of the Plastics and Rubber Industry Association and a member of the European Plastics Converters (EuPC), Ujlaki candidly pointed out the contradictions and illogical elements in the new Regulation, emphasizing the importance of active industry involvement through dialogue and lobbying. The law sets the framework – but real-life practice must make it work.
The event closed with a focus on technology. Smart packaging, sensors, QR codes, digital product passports – this is no longer science fiction but reality. Željka Tihomirović from Kaligraf, an expert in packaging management within manufacturing and a passionate advocate of technology and innovation, demonstrated how technology can make a product more transparent, safer, and smarter.
The audience was highly engaged, leading to a lively and constructive discussion. A shared understanding emerged: the era of traditional packaging is behind us, and new rules demand a new design logic, a focus on the circular economy, and maximum collaboration among designers, manufacturers, and regulators. One thing was clear – there’s plenty of material for the next seminar.
