Pierfrancesco Piccioni – Owner Borgonovo S.p.a.

Pierfrancesco Piccioni Owner Borgonovo S.p.A.


For a long time, we have been thinking that, for a product like the one we make, the wrapping, the so called “packaging” represents the 50% of the product itself.

As it is mainly a shelf product, only a suitable packaging can make a product emerging among others, within many linear metres dedicated to the glass of large retail market.

Competition is very high; as a consequence, our Company, in addition to the traditional product, has been trying to cover the way of innovation for a long time.

This means creating glass shapes that, according to function or design, are unique or, at least, the first one in this product sector.

This is the case of Safe Cup, a stem glass that reduces the alcohol absorption in blood, but also Practice, a line of bowls “with a hole” on the handle, characterized by a plus of functionality, in addition to the fact of being the first product of this type, thanks to a patented technologic process.

The assignment we give to packaging is to transmit, through an image, a picture, a box, the “plus” that the end user can gain from using the product.

We believe that Packaging in Italy is a nice reality that should be at the root of all this, and thanks to the comparison of different experiences, has to identify the mechanisms that shape a winning and communicative packaging, which is able to sell the product and get client’s satisfaction.