Packaging is identity in action

The trade magazine IPMARK interviewed Pedro Vilar, CCO and head of our Lisbon office: How can packaging serve as a powerful tool – and how can brands in Spain and Portugal benefit from our agency‘s holistic offering? The occasion: the Grand Prix for our redesign of Delta Cafés core range at the Best!NFood Awards.

The Peter Schmidt Group wants to build closer relationships with Spanish brands. What opportunities do you see in the local market, and what kind of collaborations are you looking to establish?

PV: What if Spanish brands could benefit from a broader perspective on how to tackle their challenges, shaped by the experience of a multinational team? Spain has a vibrant brand ecosystem, with many names that are globally iconic. I lived there myself for six years, and many of them are still top of mind for me. But even the strongest brands need to keep evolving to stay relevant in an environment where trends move at breakneck speed. What excites us is collaborating with these brands and bringing a different strategic and creative viewpoint, grounded in cultural diversity, global expertise, and experience gained from working with both local and international brands across multiple categories.

You mention your ambition to help Spanish brands evolve both locally and globally. What differences do you see between branding and packaging needs in these two contexts?

PV: The challenges are increasingly similar in a globalized world. What really matters is developing a deep understanding of each brand’s nature and ambitions, so its proposition is relevant in the markets where it is, or wants to be, present. Starting there, we work side by side with their teams to unlock the transformative power of design and turn it into a strategic tool for growth.

“Working as an  international team  where all studios  collaborate on a  wide range of  projects multiplies  the breadth of  experience, cultures,  perspectives, and  approaches we  can bring to  each brand.”

What competitive advantages does an international structure like yours offer, with multinational teams spread across six offices, when working on packaging projects for globally present brands?

PV: We work as an international team where all six studios collaborate daily on a wide range of projects. That multiplies the breadth of experience, cultures, perspectives, and approaches we can bring to each brand. Channeling this collective talent towards a shared purpose is what truly sets us apart and what ensures that every project carries genuine cultural depth.

The interview was published in Spanish in IP Mark. Read the full version online.

Packaging is identity in action

“Working as an international team where all studios collaborate on a wide range of projects multiplies the breadth of experience, cultures, perspectives, and approaches we can bring to each brand.”

Meet the interviewee

“Working as an  international team  where all studios  collaborate on a  wide range of  projects multiplies  the breadth of  experience, cultures,  perspectives, and  approaches we  can bring to  each brand.”