Future-Ready Design: Where Creativity Meets Innovation and Performance with Philippe Intraligi, Director, Brand Design, EMEA at Colgate-Palmolive [Speaker Spotlight]

Could you begin with a brief introduction about yourself, and an overview of your responsibilities as Director, Brand Design, EMEA at Colgate-Palmolive?

I oversee Brand Experience Design work for the EMEA Oral Care portfolio, including our Colgate brand portfolio, Elmex, and Meridol, spanning research and strategy, agency briefings, concept development and design, through to samples and color targets.

We are a very small, tight-knit team, connecting end-to-end with our business partners to ensure we design the best solutions for impactful brand experiences. 

How can packaging design strengthen the brand experience while also addressing practical technical and commercial challenges? 

Every detail ideally tells a story that amplifies the brand and delivers superior product and brand experiences.

The better we understand our consumers' needs, the more effectively we can tailor small, positive moments throughout their day. I always welcome challenges as they push us to review and improve our packaging, contributing to fulfilling our purpose of reimagining a healthier future for all people, their pets, and our planet.

"Every detail ideally tells a story that amplifies the brand and delivers superior product and brand experiences.

The better we understand our consumers' needs, the more effectively we can tailor small, positive moments throughout their day."

What does high-performance packaging mean from a brand design perspective, and how do you balance aesthetics, functionality, and innovation?

High-performance doesn’t necessarily mean complex or exuberant; it can be simple and straightforward.

It all depends on what the brand stands for and what the consumer truly needs. By keeping this focus, we align with our strategy to deliver value-creating sustainability while pursuing science-driven, category-leading innovation. 

Which emerging materials, structural approaches, or digital technologies do you believe will have the greatest influence on the next generation of packaging?

Regarding digital innovation, I believe we should explore moving dense on-pack information to a QR-to-phone reality. With less clutter, we gain more space for brand expression.

Structurally and materially, a big focus is on recyclability to support our sustainability journey. And the right print finishes can make or break the impact, information clarity, and success of the pack.

How can design teams continue to explore bold new ideas while working within increasingly complex regulatory and compliance frameworks?

Design teams absolutely must understand regulations, but our role is also to courageously change and disrupt the status quo, exploring and reaching for what is possible.

While navigating these complex frameworks can certainly be challenging, I see it as an incredible opportunity to take ownership, act resourcefully, and rely on our team's creativity.

What are the most effective ways to accelerate speed-to-market without compromising design quality, technical performance, or brand consistency?

Design is only one part of the speed-to-market process, and often the phase with the tightest timelines.

Accelerating without compromising quality requires a clear, shared understanding of our purpose, desired outcomes, and priorities. Another project accelerator is working early with trends and insights to understand the problem before starting any design work.

How is Colgate-Palmolive preparing its packaging design strategy for changing consumer expectations, sustainability demands, and evolving retail environments?

All our teams are navigating this ever-changing landscape by constantly searching for better ways of working. Design actively supports these efforts by collaborating openly with our global teams, the teams around us here in our EMEA office, and external partners toward our common goal of sustainable growth.