Sz. Variáns in the design capitals of the world – from Paris to Milan to Debrecen

The company’s philosophy focuses on continuous development, creative technological innovation, and rapid adaptation to global trends. The company’s dedicated approach has led to numerous prestigious professional and business awards, including winning the Hungaropack main prize ten times, as well as being honored with the Store Insider and World Star Packaging awards. These both confirm the company’s high-quality work and its measurable performance on an international level. Striking a balance between innovation and environmental awareness is one of Sz.Variánts’ strengths, which serves as a distinctive feature not only in the domestic but also in the international markets. The company produces tens of millions of premium packaging products annually, 80% of which are destined for domestic orders, while 20% are exported to foreign markets. The largest share of exports goes to Slovakia (10%), followed by Romania (5%), Austria (3%), and Germany (2%).

Sustainable elegance on the international stage

The EDITION SPÉCIALE by LUXE PACK exhibition in Paris, where Sz.Variánts came to draw inspiration, once again confirmed that the forefront of fashion is dominated by the French, among others, who, with their sophisticated sense of style, elevate not only the catwalks, but also printed surfaces made of recycled materials to an artistic level. The 2025 event was a scene of internationality: the proportion of exhibitors from Italian, German, Spanish, Belgian, Polish, American, Estonian and many other countries reached 54%. They were guided by a single common principle: serving sustainability with the power of innovation. The family business from Debrecen drew inspiration from this inspiring environment.

CAROUSSEL du LOUVRE almost predicted that something truly extraordinary would be born here. It became clear that even the boldest, most radical ideas have their place. Lateral thinking, deviation from the usual logical frameworks, is now really gaining ground in the packaging technology industry.

What was still trendy three decades ago and laid the foundation for the business successes of Sz. Variánts—such as the natural-looking, corrugated material—has now disappeared from the market almost without a trace. Design is changing rapidly. A design usually lasts 1-2 years, while larger trends last 3-5 years before new waves take over.

In the international market, sustainability is now not just an aspiration, but a comprehensive design principle alongside luxury design. Covers made from recycled paper allow environmental awareness and a premium appearance to reinforce each other. There is an increasing social demand for natural, artisanal solutions, especially in the field of developments that keep sustainability in mind. At the same time, it is essential that these environmentally conscious approaches to their use of materials can also be produced in an industrialized form.

New types of raw materials include papers enriched with plant parts, onions, algae, and textiles, which are recyclable and allow for visual differentiation with their unique texture. In addition, surfaces colored with natural pigments and minimalist, recycled packaging are also gaining in importance. Innovative solutions not only carry aesthetic value, but also authentically represent the sustainability aspirations of brands.

The design of the boxes of the Somogy County family business, CRÉEM Kft., also fits into this approach, of which Sz. Variánts is justifiably proud. The packaging of the product line is made of FSC-certified, environmentally friendly CRUSH GRAPE paper, which contains 15% grape seed fiber and 30% recycled material. This innovative and sustainable concept won the prestigious Store Insider award, which recognizes outstanding players and pioneering solutions in the retail and food industry sectors.