Packaging consultancy Aura and creative agency Sun Branding have joined forces to launch Aura Global, a new upstream packaging sustainability support service.
The newly created entity is designed to help retailers and brands navigate growing sustainability, regulatoryl, and operational pressures.
Launched on 7 May, Aura Global aims to support businesses early in the packaging lifecycle, helping them respond to increasingly complex demands to do with legislation, supply chains, brand differentiation and environmental performance.
The move reflects a broader shift in the role of packaging. Once viewed by retailers and brands primarily as a production function, packaging can now be seen as central to commercial growth, compliance, operational efficiency and meeting sustainability goals.
Aura Global said its model is designed to move businesses away from fragmented decision-making and towards a coordinated approach that balances growth, risk, efficiency and environmental impact. The company’s technology offer includes proprietary platforms ‘e-flow’ and ‘e-halo’, which aim to improve speed to market, legislative compliance and data accuracy while reducing inefficiencies.
Lawson said brands are facing unprecedented levels of complexity in packaging management due to “rapid legislative change”, evolving supply chains and increasingly discerning consumers.
“What retailers and brands increasingly need is not more disconnected services, but an integrated programme that manages those decisions as a whole,” he remarked.
He added that companies require “upstream partners for future-ready sustainable packaging” capable of shaping decisions before “complexity and total cost of goods are locked in”.
According to Lawson, Aura Global has been established to act as “a catalyst”, aligning strategy, technology and brand execution from the outset to support “data-driven decision-making” and sustainable commercial growth.
The business will operate globally, supporting retailers and brands on sustainability reform, packaging transformation and on-pack brand differentiation.
Raed more about packaging on Green Retail World
[main image credit: Green Retail World]
