--- title: Accelerating Packaging Development for a Digital and PPWR-Ready Future with Michael Hahl, VP, Product and Packaging Engineering at Bosch [Speaker Spotlight] description: Accelerating Packaging Development for a Digital and PPWR-Ready Future with Michael Hahl, VP, Product and Packaging Engineering at Bosch [Speaker Spotlight] image: https://blog.generisgp.com/hubfs/Blog%20Photos%20(3)-2.png --- [Skip to content](https://blog.generisgp.com/blog/accelerating-packaging-development-for-a-digital-and-ppwr-ready-future-with-michael-hahl-vp-product-and-packaging-engineering-at-bosch-speaker-spotlight#main-content) [![Generis Logo full Colour (Large) (1)](https://blog.generisgp.com/hs-fs/hubfs/Generis%20Logo%20full%20Colour%20(Large)%20(1).png?width=773&height=112&name=Generis%20Logo%20full%20Colour%20(Large)%20(1).png "Generis Logo full Colour (Large) (1)")](https://blog.generisgp.com/blog) - [Packaging](https://blog.generisgp.com/blog/tag/packaging), - [Speaker Spotlight](https://blog.generisgp.com/blog/tag/speaker-spotlight) # Accelerating Packaging Development for a Digital and PPWR-Ready Future with Michael Hahl, VP, Product and Packaging Engineering at Bosch \[Speaker Spotlight\] - September 25, 2026 [Devyn Smith](https://blog.generisgp.com/blog/author/devyn-smith) Explore insights from [Michael Hahl](https://www.linkedin.com/in/michael-hahl-35187325/), Vice President, Product & Packaging Engineering at [Bosch Power Tools Accessories](https://www.bosch.com/), on advancing sustainable packaging, navigating PPWR requirements, digitalizing packaging workflows, and leveraging QR codes to create smarter product experiences. Join us at the [European Packaging Summit](https://eupacksummit.com/), 27–28 October in Düsseldorf, to hear his full session and gain further insights into the future of packaging design.     ---   ### *[![Michael Hahl](https://blog.generisgp.com/hs-fs/hubfs/Michael%20Hahl.jpg?width=318&height=416&name=Michael%20Hahl.jpg)](https://eupacksummit.com/)Could you begin with a brief introduction about yourself, and an overview of your responsibilities as VP, Product and Packaging Engineering at Bosch Power Tools?*   My name is Michael Hahl, and I serve as Vice President, Product & Packaging Engineering at Bosch Power Tools Accessories, headquartered in Switzerland.  Bosch is a global market leader in accessories for power tools, with a portfolio that includes jigsaw blades, drill bits, abrasives, and a broad range of solutions for professional and DIY users. In my role, I lead international teams across Europe, North America, India, and China, with responsibility for engineering excellence, packaging engineering, innovation, and the development of scalable global standards. Our organization manages more than 80,000 products and packaging variants, making efficiency, speed, and end-user orientation priorities.         ### *How are evolving PPWR requirements changing the way Bosch Power Tools approaches packaging development and artwork workflows? *   Throughout my career, I have combined engineering, innovation, and sustainability perspectives, drawing on leadership experience in both the FMCG and industrial sectors. Today, a major focus of my work is accelerating product and packaging development processes while preparing for fast-evolving global regulatory requirements such as the European Packaging and Packaging Waste Regulation (PPWR), U.S. requirements, Bill 96, and other upcoming changes such as Sunrise 2027. This includes driving greater digitalization, integrating regulatory and engineering considerations earlier in development, and speeding up new packaging development processes that improve compliance, reduce complexity, and support a strong customer experience.     [![imgi\_122\_bosch-industry\_res\_1280x720](https://blog.generisgp.com/hs-fs/hubfs/imgi_122_bosch-industry_res_1280x720.webp?width=849&height=478&name=imgi_122_bosch-industry_res_1280x720.webp)](https://eupacksummit.com/)     ---   *"As a result, the role of physical packaging will evolve. While digital channels will increasingly deliver factual and dynamic information, the package itself will focus more on creating differentiation, trust, and emotional engagement.* *Packaging will move beyond simply communicating product facts to expressing brand values, quality, design, and the overall product experience. In this sense, QR codes will enable a clear separation between dynamic digital content and the emotional, tactile, and visual aspects that make packaging a powerful brand touchpoint.**"*   ---   [![imgi\_10\_topic-teaser-battery\_res\_356x593](https://blog.generisgp.com/hs-fs/hubfs/imgi_10_topic-teaser-battery_res_356x593.webp?width=391&height=651&name=imgi_10_topic-teaser-battery_res_356x593.webp)](https://eupacksummit.com/) ### *How do you see QR codes and digital product information changing the role of physical packaging in the years ahead?*   I believe QR codes are already playing, and will continue to play, a key role in transforming packaging from a static information carrier into a dynamic digital touchpoint. The information consumers, regulators, and business partners need is changing much faster than traditional packaging development and artwork update cycles can accommodate. QR codes provide a scalable way to bridge this gap by connecting users directly to the most current digital information without requiring frequent physical packaging changes. Beyond compliance and product data, QR codes will increasingly become a critical interface between products and digital ecosystems. In the future, they will not only support human users but also enable AI-driven purchasing and inventory systems to identify, compare, and select products based on real-time information. Digital product passports, sustainability data, performance specifications, and regulatory information will become machine-readable and instantly accessible. As a result, the role of physical packaging will evolve. While digital channels will increasingly deliver factual and dynamic information, the package itself will focus more on creating differentiation, trust, and emotional engagement. Packaging will move beyond simply communicating product facts to expressing brand values, quality, design, and the overall product experience. In this sense, QR codes will enable a clear separation between dynamic digital content and the emotional, tactile, and visual aspects that make packaging a powerful brand touchpoint.       ### *What are the benefits of bringing regulatory, engineering, design, and brand teams into the packaging development process earlier?*   What excites me most is the opportunity to bring together engineering, design, regulatory, and business teams to create packaging solutions that are not only compliant and sustainable but also cost-efficient, and help solving user jobs.     *Which aspect of the European Packaging Summit are you most looking forward to?*   I am particularly looking forward to meeting fellow packaging professionals, exchanging ideas, and discussing the challenges that are shaping our industry. One of the most valuable aspects of this event is the opportunity to gain first-hand insights from colleagues around the world and to better understand how different regions are approaching the future of packaging.   ---   Our thanks to Michael Hahl, Vice President, Product & Packaging Engineering at Bosch Power Tools Accessories, for sharing valuable insights on advancing packaging innovation, preparing for evolving regulations, and leveraging digital solutions to create more sustainable and efficient packaging experiences. Be part of the conversation in Düsseldorf this 27-28 October at the [European Packaging Summit](https://eupacksummit.com/), and gain perspectives from industry leaders tackling the biggest challenges and opportunities shaping the next generation of packaging.   ![Devyn Smith](https://blog.generisgp.com/hubfs/Devyn%20Headshot_1.jpg) ## [Devyn Smith Digital Marketing Specialist](https://blog.generisgp.com/blog/author/devyn-smith) [LEARN MORE ABOUT THE SUMMIT](https://eupacksummit.com/) ## RELATED NEWS [![](https://blog.generisgp.com/hubfs/Blog%20Photos%20(3)-2.png)](https://blog.generisgp.com/blog/accelerating-packaging-development-for-a-digital-and-ppwr-ready-future-with-michael-hahl-vp-product-and-packaging-engineering-at-bosch-speaker-spotlight) [Packaging](https://blog.generisgp.com/blog/tag/packaging), [Speaker Spotlight](https://blog.generisgp.com/blog/tag/speaker-spotlight) ### [Accelerating Packaging Development for a Digital and PPWR-Ready Future with Michael Hahl, VP, Product and Packaging Engineering at Bosch \[Speaker Spotlight\]](https://blog.generisgp.com/blog/accelerating-packaging-development-for-a-digital-and-ppwr-ready-future-with-michael-hahl-vp-product-and-packaging-engineering-at-bosch-speaker-spotlight) Explore insights from [Michael Hahl](https://www.linkedin.com/in/michael-hahl-35187325/), Vice President, Product & Packaging Engineering at [Bosch Power Tools Accessories](https://www.bosch.com/),... by Devyn Smith [Learn More](https://blog.generisgp.com/blog/accelerating-packaging-development-for-a-digital-and-ppwr-ready-future-with-michael-hahl-vp-product-and-packaging-engineering-at-bosch-speaker-spotlight) [![](https://blog.generisgp.com/hubfs/Blog%20Photos%20(2)-2.png)](https://blog.generisgp.com/blog/future-ready-design-where-creativity-meets-innovation-and-performance-with-philippe-intraligi-director-brand-design-emea-at-colgate-palmolive-speaker-spotlight) [Packaging](https://blog.generisgp.com/blog/tag/packaging), [Speaker Spotlight](https://blog.generisgp.com/blog/tag/speaker-spotlight) ### [Future-Ready Design: Where Creativity Meets Innovation and Performance with Philippe Intraligi, Director, Brand Design, EMEA at Colgate-Palmolive \[Speaker Spotlight\]](https://blog.generisgp.com/blog/future-ready-design-where-creativity-meets-innovation-and-performance-with-philippe-intraligi-director-brand-design-emea-at-colgate-palmolive-speaker-spotlight) Explore insights from [Philippe Intraligi](https://www.linkedin.com/in/philippe-intraligi/), Director, Brand Design, EU/AEA at [Colgate-Palmolive](https://www.colgatepalmolive.de/), on building stronger... by Devyn Smith [Learn More](https://blog.generisgp.com/blog/future-ready-design-where-creativity-meets-innovation-and-performance-with-philippe-intraligi-director-brand-design-emea-at-colgate-palmolive-speaker-spotlight) [![](https://blog.generisgp.com/hubfs/Untitled%20design%20(7)-Sep-08-2026-12-34-45-8747-PM.png)](https://blog.generisgp.com/blog/julia-wiesner) [Biomanufacturing](https://blog.generisgp.com/blog/tag/biomanufacturing), [Speaker Spotlight](https://blog.generisgp.com/blog/tag/speaker-spotlight) ### [Meet the Speaker: Julia Wiesner on the Future of Sterile Manufacturing](https://blog.generisgp.com/blog/julia-wiesner) Introduction by Aadya Gupta [Learn More](https://blog.generisgp.com/blog/julia-wiesner) [EXPLORE OUR OTHER BLOGS](https://blog.generisgp.com/blog/all) --- ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Devyn Smith", "url" : "https://blog.generisgp.com/blog/author/devyn-smith" }, "dateModified" : "2026-09-25T13:41:21.387Z", "datePublished" : "2026-09-25T13:39:41.000Z", "headline" : "Accelerating Packaging Development for a Digital and PPWR-Ready Future with Michael Hahl, VP, Product and Packaging Engineering at Bosch [Speaker Spotlight]", "image" : [ "https://blog.generisgp.com/hubfs/Blog%20Photos%20(3)-2.png" ], "mainEntityOfPage" : { "@id" : "https://blog.generisgp.com/blog/accelerating-packaging-development-for-a-digital-and-ppwr-ready-future-with-michael-hahl-vp-product-and-packaging-engineering-at-bosch-speaker-spotlight", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.generisgp.com/hubfs/Generis%20Logo.png" }, "name" : "Generis" } } ```