Packaging sustainability consultancy Aura and graphics agency Sun Branding have launched a consolidated entity, Aura Global. The new business is designed to provide integrated strategy and technical services for retailers facing increasingly complex international packaging regulations.

Based on the shift in how packaging is viewed at executive levels, the firm will focus on the intersection of brand growth and operational performance. Led by managing director Greg Lawson, the business integrates four divisions: Brand, Technology, Consultancy, and Insights.

The Technology arm will utilise proprietary platforms, such as e-flow and e-halo, to manage supply chain data and legislative compliance. This integration aims to move brands away from fragmented execution toward a coordinated strategy that balances commercial growth with sustainability risks.

Greg Lawson

The packaging equation has never been so complex for retailers and brands operating in a fast-moving marketplace, influenced by an evolving supply chain, rapid legislative change and a more discerning consumer.

What retailers and brands increasingly need is not more disconnected services, but an integrated program that manages those decisions as a whole. They need upstream partners for future-ready sustainable packaging who can shape direction before complexity and total cost of goods are locked in.

Aura Global has been built to act as a catalyst, enabling the data driven decision-making and aligning strategy, technology and brand execution from the outset.

The launch comes as retailers grapple with heightened environmental reporting requirements, including the UK’s Extended Producer Responsibility (EPR) for packaging.