At Sidel‘s stand in Propak Asia Bangkok, IndFoodBev met Andrea Rizzardi, general manager of Gentlebrand, a packaging design agency and part of the Sidel Group. The agency specializes in a comprehensive approach to branding, covering everything from market analysis to final packaging design.
Showcasing its innovative approach to packaging design and brand strategy, Rizzardi provided insights into the company’s mission and vision for the FMCG market. “Our main goal is to make our customers’ brands succeed in the market.”
Its strategy revolves around three pillars— market positioning, brand identity, and sustainable packaging solutions. Rizzardi showed several innovative examples, including a ‘smart weighting’ concept with Zelda, which demonstrates how packaging can be both lightweight and aesthetically appealing.
By combining creativity with engineering capabilities through Sidel, the company offers a one-stop solution for brands. From initial marketing concepts to final product implementation, it provides end-to-end branding services. Key highlights of its approach include comprehensive market analysis, customized brand positioning, innovative packaging design, sustainable solutions, and global market insights.
“Sustainability is no longer a trend, but a state of art,” he noted, showing packaging solutions that balance environmental consciousness with premium brand positioning. Explaining the growing importance of the Asian market, he said, “The Asian market is one of the most rapidly emerging, with huge potential.” The company aims to consolidate its presence in the region, supporting emerging brands with its innovative design and strategic approach.
Looking forward, Gentlebrand plans to expand its international presence, particularly in Asia, while continuing to push the boundaries of packaging design and brand strategy.
For FMCG brands, Gentlebrand offers more than just design – it provides a strategic partnership to transform market challenges into opportunities with growth and differentiation.
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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