Packaging sustainability consultancy Aura and packaging creative and graphic agency Sun Branding have presented Aura Global, which is a new upstream packaging partner made to support brands and retailers in responding to the rising complexity of the international packaging industry. The development comes as trades face rising pressure associated with regulations, functional efficacy, supply chain changes, and revolutionizing consumer expectations across sustainable packaging. The currently built business is intended to help brands earlier in the packaging lifecycle, while constantly providing guidance during the process.
Aura Global stated that its operating model is designed to support brands and retailers, in which packaging planning, functional performance, brand growth, and regulation progressively overlap. The company pointed out that packaging is not only about view anymore as a manufacturing function but also plays a crucial role in commercial development, regulatory exposure, and sustainability performance. Led by managing director Greg Lawson, the trade mixes four core sections under a single design: Brand, Technology, Consultancy, and Insights. The Brand section emphasizes legal, creative, color, and graphics potentials intended to strengthen brand worth around shelves and worldwide portfolios. Its technological function comprises proprietary processes like e-halo and e-flow, which are manufactured to enhance speed to industry, compliance handling, functional efficacy, and data accuracy.
The consultancy section offers guidance on packaging, sustainability, and legislation transformation plans, while the Insight arm offers workshops, analysis, and research to help leadership decisions associated with sustainability packaging initiatives. As per the company, the entire structure is focused on supporting brands shifting away from fragmented packaging execution models towards a coordinated plan balancing development, efficacy, sustainability, and risk handling during data-influenced decision-making.
The company said Aura Global will function globally, supporting brands and retailers dealing with sustainability reform, functional pressure, regulatory shift, and packaging pattern variation during incorporated technology, plan, and creative services.
Aura Global is an obvious upstream packaging consultancy established by the merger of Aura and Sun Branding. The organization reshapes how international brands navigate the burgeoning packaging industry, positioning itself as an important catalyst for positioning sustainability, brand development, regulation, and functional performance. The outlook focuses on the rising importance of incorporated digital platforms to manage colour palettes, artwork, and sustainability as policies tighten.
Greg Lawson, managing director of Aura Global, expressed: “The packaging equation has never been so complicated for retailers and brands functioning on a fast-moving marketplace, driven by a revolutionizing supply chain, quick legislative shift, and a more discerning customer.”
“What brands and retailers progressively require is not more disconnected facilities, but an integrated program that manages those decisions. They demand upstream partners for future-ready sustainable packaging that are designed to shape direction before complexity and total charge of products are locked in.”
The sustainable packaging market is forecasted to expand from USD 334.43 billion in 2026 to USD 594.46 billion by 2035, growing at a CAGR of 6.6% from 2026 to 2035.
The increasing demand for eco-friendly packaging has pushed the growth of this sector. The major market players are continuously focusing on research and development in this packaging sector, which has increased the availability of packaging. The rising awareness among consumers towards ecological issues has enhanced the sustainable packaging process. It supports reducing carbon emissions, decreasing waste generation, and enhancing the utilization of renewable resources. The major companies, such as Amcor, Huhtamaki, Mondi, and various others, are investing huge funds in the innovation of packaging resources, which has led to the development of enhanced-quality packaging.
The eco-friendly packaging market is forecasted to expand from USD 277.32 billion in 2026 to USD 536.16 billion by 2035, growing at a CAGR of 7.6% from 2026 to 2035.
The packaging that decreases ecological impact is eco-friendly packaging, which are majorly developed from organic and renewable sources. The major shift towards biodegradable and compostable packaging has fuelled the development of this packaging industry. The recyclable mono-material packaging also falls under this category. With the constant effort of major market players, these are developed with smart technologies that support the enhancement of the monitoring process of the products. The presence of strict guidelines in the packaging sector means that eco-friendly packaging is widely accepted.
An ambitious packaging partner manufactured by Aura Consultants and Sun Branding, specializing in graphic design, brand strategy, and sustainable packaging. This company works for constant innovation and adapting new technology packaging to meet the demand of the consumers. The company has been working in graphic design since 1893, and its founder is Charles Gilchrist from North England, UK. It is well known for its partnership with the world’s largest retailers and brands.
31 July 2026
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30 July 2026