BRANDERMAN

Tatiana Ryfer is Head of the Branding & Visual Identity design department in Carrefour, and a member of the Pentawards jury.

From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana has a design career marked by an international path.

Tatiana contributed to building the design culture inside Carrefour. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints.

In this episode, we discuss the role of packaging design in building successful private brands. She also tells me why it is important to build own brands transversally, and how sustainable packaging will take center stage in the near future.

With prior experience in the Decathlon Group as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands.

Her former experiences were split between Brazil, where she opened her own design studio specialized in branding, signage, and packaging and became a referenced packaging teacher in one of the most renowned design schools in the country, and New York where she spent three years doing a Branding & Packaging Masters in Pratt Institute and working for design agencies.

*Owner of a Lonely Heart (Yes) - acoustic fingerstyle cover by Jack Isidore

• Tatiana Ryfer LinkedIn
• Carrefour

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Marketing, Branding y Diseño. Diseño, Branding y Marketing. Para entender esta trininidad, hoy, el invitado soy yo, Hernán Braberman, y el anfitrión es Raúl Diaz Miranda.

Raúl es un experto peruano en gestión estratégica de marcas, un verdadero creativo del marketing y un apasionado investigador de las tendencias de consumo. Tiene estudios de marketing en la Universidad Peruana de Ciencias Aplicadas y en la Escuela de Negocios ISCTE de Lisboa.

Como estratega de marca y mentor, es solicitado frecuentemente para compartir sus conocimientos con empresarios y estudiantes de todo el mundo. Raúl es autor del libro “Es Puro Marketing: Una guía diferente para aprender Marketing y crear Marcas exitosas”.

En este episodio analizamos cómo se está adaptando el packaging para atender las necesidades de los canales digitales y fundamentalmente al comercio electrónico. También reflexionamos sobre la situación actual del branding y del diseño de packaging en América Latina. Finalmente conversamos acerca de cómo el compromiso por la sostenibilidad está reescribiendo las reglas del diseño.

• Raúl Diaz Miranda
• Es Puro Marketing
• EmprendeMarca
• tridimage
• LinkedIn Hernán Braberman
• Instagram de tridimage
• Blog packnew
• Facebook tridimage
• YouTube tridimage

• Website de BRANDERMAN
• Instagram de BRANDERMAN
• LinkedIn de Hernán Braberman
• Mi agencia de diseño de packaging TRIDIMAGE
• Blog PACKNEW

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Fe Amarante is a Brazilian designer and currently Sr. Creative Director & Head of Brand Design at Danone North America.

Fe has extensive experience in brand building, consumer brands, identity development, and brand world creation, alongside life skills around acting as a diplomat and interpreter between business and creative languages.

In this episode, we discuss why bringing a human approach to the way creative ideas are born, nurtured, and grown is key to achieving great design solutions. She also explains why a lot of times the design logic doesn’t follow the consumer feeling. And she shares with me why she thinks the client-agency model is broken and the potential solutions to fix it.

Fe has crafted and re-imagined identity systems and brand worlds for global iconic brands. She has also helped various organizations find their true authentic expressions, translated to the world through design.

*Closer to the Heart (Rush) - acoustic fingerstyle cover by Daryl Shawn

• Fe Amarante LinkedIn
• Danone North America
• Print interview
• Oikos redesign

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Jasmin Druffner is an Industrial Designer focused on circular systems and conscious materials, currently designer and developer for Loop.

Her focus is on durable packaging design, long-lasting and circular recycling materials.

In this episode, she tells me how durable and reusable packaging will revolutionize the consumer experience. She also details the steps we should take to move packaging away from the current linear system, curving it into a circular system.

Jasmin is passionate about creating solutions and connections between waste, design, and Biomimicry. Her personal work is centered on natural and biodegradable materials.

• Jasmin Druffner LinkedIn
• Jasmin Druffner
• Loop
• Terracycle

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Stef Hamerlinck is a brand strategist and designer living in Belgium. He runs his own branding studio with a wide variety of international clients in the CPG space.

In this episode, he defines Branding and explains why it matters. Stef states that not all brands necessarily have to be different and that brand purpose is overrated. He also shares some design lessons he has learned over the years in brand consultancy.

His podcast 'Let's Talk Branding' is a critical exploration of all things 'brand'. It features weekly interviews with industry leaders such as Byron Sharp, Phil Barden, and many more experts and has become a staple for brand-builders.

Stef has an outspoken voice in the branding industry, with appearances on Chris Do's ’The Futur’, ‘Just Branding’, and many more.

• Stef Hamerlinck LinkedIn
• Stef Hamerlinck Agency
• Let´s Talk Branding
• Stef Hamerlinck Twitter
• Branding Courses
• Stef interviewing Hernán

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Scott Boylston is co-author and graduate coordinator of the Design for Sustainability program at Savannah College of Art and Design, a transdisciplinary design program focused on facilitation change through systems thinking, design strategy, and behavior change.

He’s the author of four books including one on sustainable package design, and his latest, “Designing with Society: A Capabilities Approach to Design, Systems Thinking and Social Innovation.”

In this episode, he describes an innovation framework to achieve triple impact when it comes to designing sustainable packaging. He also tells me why he thinks the new generations will drive a paradigm shift in consumption.

Scott is the founder and president emeritus of Emergent Structures (and its offshoot Re:Purpose Savannah), an award-winning non-profit organization that facilitates the deconstruction of unwanted housing stock and the innova­tive repurposing of the resulting materials into community-based resources through multi-stakeholder engagement. He is principal at BC+D, a sustainable innovation consultancy, and partner in two regenerative food equity start-ups focused on creating closed-loop, regionalized food system innovations.

Scott’s design writing has been featured in design journals such as Design Observer, Print Magazine, Communication Arts, Sustainable Brands, and Core 77. He speaks internationally on design and sustainability, including a Design for Sustainability course on LinkedIn Learning.

Scott is on the Board of Directors of Catapult Design, a National Design Award-winning non-profit design agency, and a member of the Founders Circle of the Winterhouse Institute. He has served on the state board of directors for USGBC-Georgia and the Governing Council of the National Academy of Environmental Design.

• Scott Boylston LinkedIn
• Scott Boylston Twitter
• SCAD Design for Sustainability
• SCAD Designers for Sustainability Facebook Group
• LinkedIn Learning on Design and Sustainability
• LinkedIn Learning on Design and Social Innovation
• Designing with Society book

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Peter Oberdorfer is a 25 year veteran in digital entertainment and CGI, currently President of Tactic, an immersive creative and production studio based in San Francisco.

Its team of engineers and designers specialize in experiences centered around virtual and augmented reality. Tactic has produced renowned apps such as the '19 Crimes Series', 'The Walking Dead', and recently 'Jack Daniel's AR experience'.

In this episode, Peter teaches us how to tell effective stories in augmented reality and gain real user retention with packaging experiences. He also explains why AR has the potential to push the boundaries of storytelling and brand interaction.

Peter has co-founded several well-regarded digital post-production firms, including the interactive firm Float Hybrid Entertainment, the Academy Award, and Emmy Award-winning visual effects studio Giant Killer Robots, as well as Hollywood's original previsualization firm, Pixel Liberation Front.

• Peter Oberdorfer
• Tactic
• 19 Crimes AR App
• Jack Daniel´s AR App
• Jose Cuervo AR App
• Tactic Vimeo

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Bruno Singulani is a Brazilian designer and currently the creative leader for all Global Food Brands at Nestlé, and a member of the Pentawards jury.

Having graduated as a product designer, his professional and academic paths have eventually converged into roles with a strong focus on branding and strategic design management.

In this episode, we discuss how to achieve a healthy balance between a global brand strategy and the freedom to be locally relevant. He also tells me why creating intimacy with a brand is key to develop impactful design solutions.

Working with major Food & Beverage brands, Bruno believes in the essential value of anthropology and human-centric innovation to develop stronger design cultures and build long-lasting brands.

• Bruno Singulani
• Nestle
• Mezeast
• Pentawards

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Steve Osborne is a British brand design specialist with over 30 years` experience creating, re-positioning and extending brands through package design. Steve is Managing Partner at Osborne Pike, a design studio based in Bath.

His career started in Marketing at Unilever before he switched sides to join Design Bridge. After playing a leading role in that agency's development, including 7 years as Founder and Managing Director of the Amsterdam office, he set up Osborne Pike in 2002.

In this episode, we analyze the biggest mistakes brands make when redesigning their packages. He tells me what packaging storytelling can achieve. Finally, he describes the qualities that a package design should have to stand the test of time and be distinctive.

• Steve Osborne
• Osborne Pike
• Osborne Pike LinkedIn
• Osbone Pike Instagram

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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Why do brands struggle with sustainability? Uwe Melichar is a German sustainable packaging design expert, president of the European Brand & Packaging Design Association, and a long-standing member of the Red Dot jury.

Uwe is focused on sustainable packaging solutions for international brands. Together with his team at MELICHAR Bros., he develops packaging and communication design for clients in Japan, Russia, China, the USA, and various European countries.

In this episode, we discuss what "sustainable packaging" should be. We reflect on how to help consumer brands in the transition to a circular economy model. Finally, we understand why the word 'waste' needs to disappear from our vocabulary as soon as possible.

Before founding MELICHAR Bros. in 2020, he led the packaging division at the brand agency FACTOR for over 25 years, where he developed packaging projects for Adidas, Bosch, C&A, Huawei, Gardena, Omron, and Miele.

Uwe is also a lecturer at several universities, such as the University of Augsburg, a jury at the Pentawards, and a member of the Type Directors Club New York.

• Uwe Melichar
• European Brand & Packaging Design Association
• Pentawards
• Red Dot awards

• BRANDERMAN website
• BRANDERMAN Instagram
• Hernán Braberman LinkedIn
• My packaging design agency TRIDIMAGE
• PACKNEW Blog

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