Celebrating individuality: Highlights from our ‘Singular’ event at Castillo de Perelada

We certainly won't forget this event any time soon.

On June 13th, the Avery Dennison Iberia team hosted an unforgettable gathering at the stunning Castillo de Perelada Winery in Girona, and it was nothing short of spectacular. Picture this: over 100 packaging design pros and top brands from Spain and Portugal all in one place, sharing ideas to spark creativity.

The theme was 'Singular', focusing on creating authentic identities that resonate with the modern, savvy consumer. Thanks to the support of our sponsors and collaborators at Camarc, Kurz, Plasmitec, Ramondin, Saverglass, and J.Vilaseca, we secured an impressive lineup of industry expert speakers whose sessions were truly uplifting and thought-provoking.

Why the Castillo de Perelada Winery, you ask? "Choosing the venue was a deliberate decision," explains Miguel Garcia, BDM Premium Labeling Solutions, Iberia, at Avery Dennison — who spearheaded this event. "It offers a perfect mix of heritage and modern minimalist luxury, perfectly reflecting the new era of premium beverages." Despite initial concerns about its distance from Barcelona, the estate's unique charm and architectural beauty made it an ideal backdrop for an event focused on singularity and premium experiences. The winery's prestigious Pritzker Architecture Prize award also added an extra layer of class.

Miguel and the speakers carefully curated the agenda to include a variety of perspectives on branding and packaging design. One key focus throughout was the importance of uniqueness in the creative process. Experts discussed how brands can find and leverage their own, personal qualities to stand out in a crowded marketplace. This theme of singularity was echoed throughout the event, emphasizing the need for individualism in branding. We discussed how to reach the feminine consumer, for example, avoiding pinkwashing — a misleading marketing tactic that can often do more harm than good. Instead, speakers advocated for genuine engagement with the consumer, stressing the importance of authenticity and respect in marketing strategies.

The event wrapped with a lighter, but equally valuable, talk on creative concepts. It featured an unusual product offering: alcoholic ice creams. You read that right — alcoholic ice creams. This fun and unexpected idea mixed something for adults (alcohol) with something for kids (ice cream) to perfectly illustrate how creativity and innovation can lead to exciting new market opportunities. The session's appropriate title, "Being older also has its good side," resonated with the audience, emphasizing the idea that with age and experience come novel concepts that can surprise and thrill the market.

And instead of heading back home after the event, many attendees concluded with a tour of the new winery facilities. Miguel added: “Our goal is to share our expertise in the sector not only in terms of materials but also in terms of trends… and all with a smile on our face!” 

Thank you to everyone who attended and made this event truly singular. And if you didn’t make it, don’t worry! Enjoy the highlights reel above, which captures many beautiful moments from what was an exceptionally inspiring day.