Berlin Packaging is one of the partners in the ‚Ginnasium Lab‘ project, which was launched by label manufacturer Sovemec together with seven other partners from the packaging industry. The aim is to select five Italian designers from five different regions of Italy each year and commission them to design a gin packaging, with materials provided by various partners.
A recent study as part of ‚Ginnasium Lab‘, a project that combines design, packaging, and neuroscience, demonstrates how crucial material and design choices are for consumer perception. The research highlights that packaging is far more than just a container: it shapes expectations and influences brand perception.
The role of form and colour
The shape of the bottle is the first clue to the product. It sets expectations of quality, elegance and authenticity before the first sip is even taken. Striking colour contrasts, unique shapes and glossy surfaces are details that attract consumers' attention. These visual elements break established patterns and help a product stand out on the shelf.
Textures and tactile experiences
Besides visual aspects, haptic elements also play a significant role. Textures, grooves, and embossed details increase consumers' dwell time when looking at a product. These elements invite exploration and enhance the perception of quality. Physical interaction with the packaging strengthens consumers' emotional connection to the product. Materials such as textured paper, embossing, and closures made of wood or aluminium convey different meanings and reinforce the coherence of the brand message.
An integrated design approach
The study highlights that the greatest strategic strength of packaging lies in its ability to integrate individual elements into a coherent system. This is crucial for capturing consumer attention, influencing product perception, increasing emotional connection, and strengthening brand awareness.
„The integration of neuromarketing into a project like Ginnasium Lab was a strategic decision that enabled us to move beyond mere opinions and work with evidence. Research shows that packaging has a profound impact on expectations, emotions, and memories.“
Andrea Ucchino, Design Director EMEA at Berlin Packaging
Creative projects from Italy
The 2026 edition of Ginnasium Lab showcased the work of five Italian designers who collaborated using materials from Berlin Packaging and other partners. Each project told the story of a region and built brand value by treating the bottle, label, paper, print, finishes, and closure as a unified system. From the Jundo bottle, inspired by Japanese aesthetics, to the Nocturne Ribs bottle, based on the dualistic energies of the Ottana Carnival in Sardinia, the designers demonstrated how packaging functions as a language.
The five creations were the focus of a neuromarketing study conducted by SenseCatch on Italian gin novices in a realistic shopping environment. This involved combining behavioural observations with advanced digital tools – including an eye-tracker, bio-tracker, and EEG headsets – to measure emotional and perceptual responses throughout the entire purchasing process: from selecting a product on the shelf, to physically interacting with it, and finally to tasting.
Source: Berlin Packaging
