Jane Struk
Jane is the Managing Creative Director at ARD, an independent design agency based in London and Vevey, bringing brands and packaging to life since 1987. In 2022, she stepped into the role of Managing and Creative Director at ARD London, where she leads the creative team with vision, energy, and a passion for design.
For Jane, design is a powerful tool to solve problems, tell meaningful stories, and create positive change. With over 14 years of experience, she combines creativity and strategy to craft systems and experiences for major brands such as NESTLÉ, Unilever, Pepsico, Bayer, Danone, and Heineken. Her commitment to design has earned her international recognition, including awards from the Red Dot Award: Brands & Communication Design, Pentawards, The Dieline, European Design Awards, Eurobest, and the World Brand Design Society. Jane truly believes in the limitless power of design as a key tool for creating a friendly and sustainable environment.
Red Dot in an interview with Jane Struk
This was your first time as a Red Dot judge: How would you rate the overall quality of submissions in the packaging category?
It’s always inspiring to see where packaging design is heading, and the Red Dot submissions are a true reflection of that. They set benchmarks for the industry, providing a snapshot of what is current and what’s next. Overall, the quality of submissions from around the world was very strong, and they represent a broad spectrum of perspectives and creative approaches.
Is sustainability a global issue that impacts packaging design more than all the other design disciplines? And is it steering the creative industries in a different direction?
Absolutely. Sustainability isn’t an option any more – it’s a must. And that shift gives design a fresh perspective, pushing it beyond aesthetics towards real, meaningful problem-solving. It challenges us to create products that not only look good but also truly make an impact. This is where creativity really comes into its own.
To what extent are the often very unconventional packaging concepts of smaller startups influencing the packaging design of major brands?
Smaller startups have more freedom to take creative risks – they are quick-acting and experimental, and they embrace bold ideas. This agility makes fresh and unexpected solutions possible, and the big brands are definitely taking notice. We are seeing more and more innovative ideas finding their way into mainstream packaging – from structure and materials to tonality and storytelling. Startups are shaping the creative landscape in many ways, and larger brands are following their lead.
What would you say are the biggest challenges in packaging design?
One of the biggest challenges in packaging design right now is transitioning from pure aesthetics to real problem-solving. Packaging should be more than just a pretty wrapper – it needs to be part of the product experience. That means we have to consider it from a more holistic perspective. How can it work for everyone? How does it contribute to waste reduction and drive positive change? Giving genuine consideration to these issues adds meaning, function and value to the product.
How important is brand packaging today? And is there any creative freedom when there are corporate design guidelines to follow?
It’s hard to overestimate the importance of packaging today. Packaging is one of the most powerful communication tools for a brand, and more often than not, it’s the first physical touchpoint between the product and the consumer. Packaging conveys not only the product, but also the story, values and personality behind the brand. However strict the corporate design guidelines may be, there is always room for creativity, even in the smallest details. A clever material choice or a subtle structural tweak can make a big difference – especially for people who use the product every day.
Is packaging the perfect storytelling tool?
Packaging is one of the most powerful storytelling tools of all because it isn’t just perceived visually, but also held, opened and experienced. It forges a direct, physical connection with the product and the brand. Every element – from structure and material to typography, colour and copy – plays a role in shaping how the story is told and felt. Great packaging can build trust, spark curiosity or evoke emotions – all in a matter of seconds. Well-designed packaging ensures that the story stays with you rather than ending with the unboxing.
How important are haptics?
Haptics play a huge role in packaging. The way something feels when you touch it can instantly convey product quality, care and intention. Details such as texture, weight and finish all have the power to shape perception and create a sensory connection that visuals alone cannot achieve.
Is there a material that you particularly like to design with?
Notpla has developed a seaweed-based, plastic-free solution that I think is really exciting. It’s a brilliant example of how innovation and sustainability can go hand in hand. The material not only has a unique look and feel – it also breaks down naturally without leaving a trace. It challenges the way we think about packaging, making it part of a more responsible and forward-looking system.
Is there any packaging that you wish you’d designed? In other words, do you have an all-time favourite?
Honestly, the list is so long ... there are so many brilliant pieces of packaging that I admire. I’m really inspired by solutions that clearly respond to a specific brief. What impresses me most is when design is not only beautiful, but also smart, intentional and truly tailored to the product or audience. It’s the thoughtful and well-implemented ideas that stay with me.