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SCGP–SRICHAND–MAT Launch “SCGP Packaging Speak Out 2026” with Intensive Bootcamp to Enhance Marketing and Packaging Design Skills for the 60 Finalists
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SCG Packaging Public Company Limited, or SCGP, has continued the “SCGP Packaging Speak Out” project for the 11th consecutive year to provide a platform for university students interested in design and marketing to showcase their potential, express their creativity, and further develop packaging concepts into strategic marketing tools capable of creating real value and tangible business impact for brands. The project also offers participants the opportunity to apply their knowledge and ideas to support future SME entrepreneurs.
This year, the project is organized in collaboration with Srichand United Dispensary Co., Ltd. and Marketing Association of Thailand (MAT), managed by the Junior Marketing Association of Thailand (J-MAT). Under the concept of “Packaging as Strategic Marketing Tool,” the program integrates Design & Marketing Integration, connecting design with business strategy, to develop packaging that can drive marketing success through collaboration between design and marketing disciplines. Participants are challenged under the theme provided by the SRICHAND brand, Modern T-Beauty and Sustainability.
Recently, SCGP Packaging Speak Out selected the final 60 participants from more than 500 applicants to join a two-day intensive Bootcamp. The program featured insights from marketing and packaging design experts, along with comprehensive workshops aimed at strengthening participants’ skills, inspiring creativity, and preparing them to present their ideas and prototypes in the final round.
Deep Dive into the Competition Brief: Understanding the Brand and Meeting Market Needs
Krittipanya Charoensuk and Kiatiphap Aunyanuphap, Business Development Manager at Srichand United Dispensary Co., Ltd., explained that the Modern T-Beauty and Sustainability challenge aims to encourage participants to design packaging for beauty care products, including compact powders, cream sachets, and sunscreen, that aligns with the brand vision, “The Pride of Thailand.” The challenge emphasizes integrating design and marketing strategies while effectively communicating the brand essence in a memorable way.
“The challenge lies in creating packaging that can seamlessly embody the brand identity, reflect Modern Thai Beauty, and incorporate sustainability into the packaging design in a distinctive and balanced manner, both from production and marketing perspectives (Packaging Design System).”
Connecting “Design and Marketing Strategy” to Build Strong Brands and Memorable Customer Experiences
Medhee Jarumaneeroj, speaker and advisor to the Junior Marketing Association of Thailand (J-MAT), and Asia Marketing Director, Croda Co., Ltd., discussed branding by emphasizing that brands must first understand their Brand Purpose, the larger vision that guides what the brand aims to achieve in the long term. A strong brand purpose is considered a valuable asset, such as being a brand of innovation, a brand that organizes the world’s information, or a brand that promotes social sharing.
“In today’s era, brands must have a clear purpose. Brands need to define why they exist in this world in order to create differentiation in the market. When customers resonate with a brand’s purpose, they feel connected to it and want to become part of the brand. That is how brands win customers’ hearts.”
He further explained that marketing is not only about selling products (Selling Concept), but also about creating value and returns for both existing and new customers through a Marketing Concept approach. This involves delivering holistic customer experiences, understanding customer pain points, and building long-term relationships that contribute to overall business growth. Therefore, effective packaging design must consider every dimension, understanding customers, company limitations, and competitors, through hypothesis setting, research, and analysis to support decision-making.
“Every brand in this world acts as a lighthouse. Marketing is the sea, and customers are the people rowing their boats across it. When the waves are rough, customers look for guidance and sail toward a lighthouse. That lighthouse must be accessible, distinctive, capable of solving problems, and trustworthy for customers to approach it.”
Brand Essence is the Core of Packaging Design
Peeraporn Sumretpon, Creative Designer, SCGP, highlighted that successful packaging design must reflect the brand’s essence, identity, and spirit (Brand Essence). Packaging should consistently communicate the brand across every touchpoint, enabling customers to recognize the brand even without seeing the logo. At the same time, effective packaging must provide functional usability, aesthetic appeal, and support sales performance for the brand.
“Good packaging functionality means protecting the product, being easy to carry, meeting usage needs, providing sufficient product information, remaining durable during transportation, and ensuring proper sealing. It should also enhance customer experience and make the product feel distinct from other packaging.”
Additional important considerations in packaging design include information hierarchy, color psychology, typography selection and placement, brand consistency, legal compliance, sustainability, photography and illustration, layout, and whitespace. Packaging should reflect the brand personality and Brand DNA while also emphasizing sustainability, such as recyclability, the use of natural materials, extended product lifespan, and recognized sustainability certifications.
These activities represent part of the Bootcamp under the SCGP Packaging Speak Out 2026 project, which aims to cultivate young talents, packaging designers, and marketers by connecting packaging design with marketing strategy (Packaging as Strategic Marketing Tool). The program encourages participants to create packaging that combines strong functionality, aesthetic appeal, and business impact, ultimately contributing to meaningful brand value creation. The Final Pitching Day of SCGP Packaging Speak Out 2026 will take place on May 22nd, with a total prize pool of over THB 120,000, along with internship opportunities at SCGP for the winning team.
