Uwe Melichar studied Communication Design at the Muthesius University in Kiel and started his career at the branding agency Factor, leading the packaging sector where he already realised projects for brands such as adidas, Bosch, C&A, Huawei, Gardena, Omron, Phonak and Miele, and developing packaging designs and means of communication for clients in Japan, Russia, China, USA and various European countries. With his work he was internationally awarded by Red Dot, Pentawards, German Design Award and others. In February 2020 he started a new business, MELICHAR Bros. (Bros. = Brothers & Sisters). With the strong will to focus on sustainable packaging projects and to work in a close cooperation with his extensive international contact network. MELICHAR Bros. is proud to be active member of the Healthy Printing Initiative. Since many years Uwe Melichar is part of the Red Dot jury, and member of the international jury of the the highly respected Pentawards. And since May 2018 he is president of the European Brand & Packaging Design Association (epda).

Mindset We have to rethink packaging as such. Avoid wherever possible, design for re-use, design for recycling, innovating packaging (design concept, format, material choice). Packaging can’t be regarded separately from its value chain and retail. It is an important customer touchpoint and highly important for the buying decision. Packaging developments has a user experience and needs to balance out product safety, convenience and sustainabilty. Circularity is the key driver for todays and future packaging. Uwe Melichar’s mantra on packaging is: ‚Increase Value, Decrease Waste‘.