Mauro Giménez Méndez, from Bodega Giménez Méndez, took part in the event and will be working with the student groups during the practical phase of the project.
During the talk, Joaquim Correiaexplained that Fedrigoni —with 137 years of experience—specializes in the development of papers for packaging and self-adhesive labels and is currently a global leader in textured papers for the wine and spirits industry.
“We are the only provider offering a 360-degree solution. A customer can design their business card, bag, box, and label, all using the same paper and texture, ”said Correia, highlighting visual consistency as a core brand value.
One of the central themes was the relationship between material and the perception of quality. Correia emphasized that the choice of paper is not merely an aesthetic decision, but directly influences how consumers perceive the product’s value. Using examples from various paper lines, he demonstrated how texture, gloss, and durability affect the user’s sensory experience.
In this context, he also explored the connection between design and sensory perception, introducing neuromarketing concepts as they apply to packaging:
When a customer touches a product, they are 67.8% more likely to buy it. That’s why the feel, texture, and thickness of the paper are crucial. The first bottle of wine is sold by the designer; the second, by the winemaker.
Another key topic was innovation in sustainability. Fedrigoni holds certifications from the Forest Stewardship Council (FSC), an international nonprofit organization that promotes responsible and sustainable forest management.
It uses pH-neutral processes and alternative fibers—such as cotton, sugarcane, or flax—to produce sustainable and durable paper, even under extreme conditions.
“Sustainability isn’t just a trend—it’s a responsibility. Today, paper can be 100% recyclable and still convey luxury and quality, ”he said.
The lecture concluded with an invitation to the students to explore Fedrigoni’s catalogs and paper samples, recognizing materiality as a key element of graphic design and packaging.
The event underscored the importance of linking academic practice with professional experience and with companies that set trends in the international label and packaging design market.
This event was organized by designer Andrea Montedónico, an associate professor in the Department of Graphic Design and instructor of Identity Design 3, as part of a project developed jointly by the Graphic Design academic coordination team, the DMR Printing Press, and Fedrigoni Self-Adhesive Papers.
In this project, students design labels for companies looking to revamp their visual identity. The Imprenta DMR supports the process by bringing the designs to life through printing, while Fedrigoni provides the paper and materials needed for production.
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