Branding, packaging and sales: Sergey Redin’s UPAKEXPO talks are now available

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Author REDIN team

Reading time 2 min

Date 13.05.2026

Type News

Packaging and design have long gone beyond decoration — today, they directly influence sales, product perception and customer behavior.

In January, Sergey Redin took part in UPAKEXPO with two conference sessions and an interview — and now all recordings are available online. If you missed the exhibition, this is a good chance to catch up.
ABCR session
“Packaging beyond the shelf: why e-commerce makes brands rethink packaging design and function”

A talk about how packaging is no longer just a “shelf tool” and is starting to work in the digital environment: in product cards, delivery and the unboxing experience.
Watch the recording from 44:27
POPAI Russia session
“Why design is the cheapest part of the product — and the most undervalued”
The session explores why design often creates a noticeable business effect with relatively small investment — and how this can be applied to real business challenges.
Watch the recording from the beginning
RUSCABLE × REDIN interview
After the talks, Sergey gave an informal interview outside the stage setting — about the market, changes in branding and how the role of design in business is transforming today.
Watch the interview
These materials will be useful for anyone working with products, packaging, retail and branding — and for those who want to better understand how design influences perception, sales and human behavior.