At Sidel‘s stand in Propak Asia Bangkok, we met the general manager of Gentlebrand, Andrea Rizzardi. Gentlebrand is 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.
