Framing of the research: The sustainability challenges posed by packaging value chains require urgent actions inside the international and national sustainable product policy framework and industrial strategy. Purpose of the paper: The paper aims at exploring innovative solutions for eco-sustainable packaging considering the implications on logistics optimization with a specific focus on the potentiality of paper materials. Methodology: After a literature review, an empirical exploration is run to briefly describe 123 successful cases of packaging innovations towards sustainability. Results: Packaging can concretely contribute to achieving the business’s sustainable development goals along the supply chain. The preliminary considerations underline that there are many concrete solutions for sustainable packaging, and that there are good results in terms of LCA analysis. Research limitations: The empirical analysis can be extended. Managerial implications: As eco-packaging emerges as a key trend in the market this research presents real case applications that propose a comprehensive map for managers and practitioners who wish to experience similar projects. Originality of the paper: Logistics assumes a key role for sustainable packaging innovation in theory and in practice; that may be of particular interest to both academics and professionals in different sectors and with different roles along the entire supply chain.