Packaging sustainability consultancy Aura and packaging creative and graphics agency Sun Branding have launched Aura Global, an upstream packaging partner built to make retailers and brands future-ready and address the complex challenges of the ever-evolving global packaging market.

Aura Global has been established to operate earlier, as well as throughout, the packaging lifecycle. The aim is to help brands adapt and thrive at the point where packaging strategy, brand growth, regulation and operational performance intersect.

The launch reflects a wider shift in how packaging is viewed at leadership level. Once treated as a production output, packaging now sits at the center of brand growth, positive impact, regulatory exposure and operational performance. 

The business, which is led by managing director Greg Lawson, integrates four connected capabilities under a single structure: Brand, Technology, Consultancy, and Insights.

Aura Global’s Brand division spans creative, color, graphics and legal expertise designed to protect, elevate and enhance brand value on shelf and across global portfolios. 

Its Technology capability is simply best in class and includes proprietary platforms such as e-flow and e-halo, aimed at accelerating speed to market, providing accurate data, ensuring legislative compliance and reducing operational inefficiencies. 

Consultancy provides strategic guidance and roadmaps on sustainability, legislation and packaging transformation, while Insights delivers research, analysis and workshops to inform leadership decision-making.

Together, the model is designed to help brands move from a reactive and fragmented execution to a coordinated, commercially aligned packaging strategy that balances growth, efficiency, risk and sustainability within a single system. All driven by a data centricity that enables the right real time packaging decision making.

Greg Lawson, managing director of Aura Global, says, “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.”

Aura Global will operate globally, supporting brands and retailers navigating sustainability reform, regulatory change and operational pressure, as well as stronger on-pack brand differentiation through connected design, technology and strategy.