Packaging sustainability consultancy Aura and packaging creative and graphics agency Sun Branding have introduced Aura Global, a new upstream packaging partner created to help retailers and brands respond to the growing complexity of the international packaging sector. The launch comes as businesses face mounting pressure linked to regulation, operational efficiency, supply chain shifts and evolving consumer expectations surrounding sustainable packaging. The newly formed business is intended to support companies much earlier in the packaging lifecycle while continuing to provide guidance throughout the process.
Aura Global said its operating model has been designed to support retailers and brands where packaging strategy, operational performance, regulation and brand growth increasingly overlap. The company noted that packaging is no longer viewed solely as a production function but now plays a broader role in commercial growth, sustainability performance and regulatory exposure. Led by managing director Greg Lawson, the business combines four core divisions under one structure: Brand, Technology, Consultancy and Insights. The Brand division focuses on creative, graphics, legal and color capabilities intended to strengthen brand value across shelves and global portfolios. Its Technology operation includes proprietary systems such as e-flow and e-halo, which are designed to improve speed to market, compliance management, data accuracy and operational efficiency.
The Consultancy division provides guidance on legislation, sustainability and packaging transformation strategies, while the Insights arm delivers workshops, analysis and research to support leadership decisions connected to sustainable packaging initiatives. According to the company, the overall structure is aimed at helping brands move away from fragmented packaging execution models toward a coordinated strategy balancing growth, efficiency, sustainability and risk management through data-driven decision-making.
Greg Lawson, managing director of Aura Global, said: “The packaging equation has never been so complex for retailers and brands operating in a fast-moving marketplace, influenced by an evolving supply chain, rapid legislative change and a more discerning consumer.
“What retailers and brands increasingly need is not more disconnected services, but an integrated program that manages those decisions as a whole. They need upstream partners for future-ready sustainable packaging who can shape direction before complexity and total cost of goods are locked in.
“Aura Global has been built to act as a catalyst, enabling the data driven decision-making and aligning strategy, technology and brand execution from the outset.
“For some retailers and brands, that may mean a creative spark or a legislative review; for others, a fully integrated packaging workflow transformation. Our role is to bring those elements together and quantify them in a way that drives sustainable commercial growth.”
The company said Aura Global will operate internationally, supporting retailers and brands dealing with sustainability reform, operational pressures, regulatory change and packaging design differentiation through integrated technology, strategy and creative services.