Pentawards Conference



Where the heroes of packaging design inspire, this is a conference like no other! A ‘once-in-a-lifetime’ line-up of global award-winning packaging design gurus, pioneers and disruptors, these design leaders will share experiences and provide you the packaging community with a vision of your future and how to tackle it

Presentations in Spanish

11:00 - 11:30


Eva Estudio & Elisava University | Elevating brands through the design of Packaging

Eva Minguella

Founder and Creative Director at Eva Estudioand Elisava University as Director of the Master on Packaging Design


Many jobs that come to our hands are born of a deep concern for change that the client feels and wants to materialize in their products. Our job is to collect those concerns, understand them and translate them into brand and packaging philosophy (understanding packaging as one of the great vehicles of expression of the brand).


The point is moving brands from one place to another in the consumer's mind. Discover their strengths and understand how behind packaging design there is something deeper that transcends other fields. In this brief talk I will illustrate some of these ideas with a real work process: from the briefing to the creation of the strategy and discourse of the brand for its subsequent implementation in packaging. We will also reflect on how to find brand strengths through some practical cases developed with students of the Elisava Packaging Design Master.

11:30 - 12:00 | Q&A, Networking & Meet the Speaker

12:00 - 12:30

Supperstudio | I am what I pack

Paco Addin
Creative Director, Supperstudio

Hi, I'm Paco Adín and I studied advertising, graphic design and marketing at the University of the Basque Country a few years ago. For good and also... for good, I have always been my own boss. In 2003, Lourdes, myself and Lola (our frenchie) founded Supperstudio, an agency specialising in packaging. Since then we have made many friends and worked with brands such as El Corte Inglés, Leche Pascual, Starbucks, ViveSoy, La Gula del Norte, Grupo Eroski, Museo Guggenheim Bilbao, Chocolocuras, Matadero Madrid, Molaquetemola or Young & Beautifood. In recent years, many of our works have won awards such as Pentawards, D&AD, Bestpack, FabAwards, Liderpack, Laus, El Sol, Anuaria, Vertex, El Chupete, German Design Awards, etc. In addition, I combine my work as head of Supperstudio with conferences, workshops and classes in the Master of Marketing (UPV-EHU). My life runs between the ‘pintxos' of Bilbao and the ‘tapas' of Madrid. And in summer I watch life spend in Mallorca. I am Basque, I have a Mediterranean soul and I practice 'happy packaging’.



12:30 - 13:00 | Q&A, Networking & Meet the Speaker

13:00 - 13:30

The Bold Studio | Design Before Design

Olmo Garcia
CEO, The Bold Studio

Co-Founder of the branding agency Bold. The name is not a coincidence, as the company was born during one of Spain’s worst economic crisis. 10 years later, Olmo and Bold still believe that there’s nothing riskier than not taking risks, and that the strategic design has the power to transform businesses beyond aesthetics.

They have worked for international companies and brands like the EU, Catalunya’s Generalitat, Mahou, Oxfam or MACBA. Besides, in the last 4 years, the team has received more than 30 international recognitions, including a platinum and a silver Pentawards in 2018.

A natural born teacher, Olmo helps young designers to develop their talent in different schools, such as EsDesign, Seeway and LaBasad.



13:30 - 14:00 | Q&A, Networking & Meet the Speaker


16:00 - 16:30

PANEL DISCUSSION | The future of packaging design

Hosted by Stefano Pistoni, Business Development Manager, Wine & Spirits, Emeia, UPM Raflatac and Joss Ramel, Packaging Solutions Manager, UPM Raflatac
  • Eva Minguella, Founder and Creative Director at Eva Estudio and Elisava University as Director of the Master on Packaging Design
  • Paco Adín, Creative director at Supperstudio
  • Olmo Garcia, CEO at The Bold Studio



16:30 - 17:00 | Q&A, Networking & Meet the Speaker

17:00 - 19:00


10:30 - 11:00


YG DESIGN | Two Souls, three countries

Gonzalo Yáñez
Partner and Business Manager for YG

Joss Ramel
Packaging Solutions Manager for UPM Raflatac


International creative company specializing in branding and packaging design within the beverages industry. YG works with some of the greatest, most admired top-selling brands in the world. Concha y Toro (Chile), Grupo Campari, Santa Margherita, Zonin1821 (Italy), Bodegas Torres, Schenk Grupo (Spain), Peñaflor (Argentina), The Wine Group (USA), Casella Wines (Australia), are just some of its clients. More than 500 million bottles a year are sold with YG designed labels and its products can be found in more than 150 countries around the globe. With offices in Chile, Argentina and Italy, YG has been granted several awards ever since it was created. 

Gonzalo is also partner and business director for Brando Latam, an agency born out of YG, specializing in brand identity, trade marketing design material and packaging design for tactic brands and private labels. 


11:00 - 11:30 | Q&A, Networking & Meet the Speaker

11:30 - 12:00

Cruzcampo at Heineken | Reviving a national icon... Cruzcampo

Borja Manso
Marketing Manager, Cruzcampo at Heineken



Borja is a Spanish marketer with experience in multiple categories and geographies, managing iconic brands like Dove, Axe, Pond´s, Guinness, Paulaner and Desperados in Madrid, Paris, Barcelona, London and Seville at national, regional and global level.  A through and through Unilever man, a few years back he swapped creams and shampoos for beers and now sells brews for Heineken (“Easiest job in the world”) Currently managing Cruzcampo, the biggest local brand in Heineken´s portfolio worldwide, he is hell bent in bringing it to its former glory. Borja firmly believes in the power of rigorous marketing and developing great mixes that consumers will fall in love with and will actually want to buy. He combines a scientific approach to marketing with the conviction that it is all about maximizing the creative output of partner agencies.



12:00 - 12:30 | Q&A, Networking & Meet the Speaker

12:30 - 13:00

SeriesNemo | Identity what is expected of us


Carles Anadón
Project Director, SeriesNemo


Inicios en el mundo profesional como ilustrador freelance. Ha formado parte de los equipos de diseño en Vilaseca Altarriba, Puding y finalmente en Subirà I Associats. Fundador y director de ORIGINALETS Incorporación al equipo de SERIESNEMO como director de equipo y proyectos




Más de 25 premios de diseño entre los que figuran: Anuaria, Premios Letra, Pentawards, German Design Award y BestAward




He colaborado con ESADE CREAPOLIS y FUNDACIÓN ALICIA como experto en conceptualitzación e ideación para el desarrollo de nuevos productos.

13:00 - 13:30 | Q&A, Networking & Meet the Speaker

13:30 - 14:00

Estudio Maba | Blue Oceans

Beatriz Suárez
Creative Director, Estudio Maba

Miguel Angel del Baño Alvare
Communication Director, Estudio Maba

Estudio Maba was born in 2015 as an independent studio. It brings together a multidisciplinary team with extensive experience in the business world as well as graphic design.

Their projects in the world of packaging and especially distillery and wines, give them a personality and opportunities to carry out designs to differents consumer brands. Beatriz Suárez has been Sales Manager in a multinational distribution company, as well as Communication Director of another multisectorial and incorporates this knowledge into the creative processes of the team, always from the vision of strategic design applied to brands.

Miguel Angel del Baño Alvarez is Creative Director at MABA, Superior Design Studies Graphic and British degree HND in Graphic Design by EDIB and Postgraduate Master in IDEP, begins this year in addition his work as a teacher in the Graphic Design Master of Instituto 42. With the premiere at Pentawards, the studio culminates a year full of work recognition accomplished. Currently, it deals with projects for companies such as El Corte Inglés, AMC, MGWines and Rubio potatoes among others.

14:00 - 14:30 | Q&A, Networking & Meet the Speaker


16:00 - 17:00

IPA Awards trophy ceremony at Packaging Innovations conference room

17:00 - 19:00