Packaging Unboxd with Evelio Mattos

The powerful storytelling & branding within commodities can destroy categories. Richard shares his thoughts on standout brands like Liquid Death and provides behind-the-scenes details on successful projects like Seabrook and Horlicks. This conversation dives deep into the nuances of maintaining brand identity and leveraging creativity to break through saturated markets.

In this lively packaging-focused episode from September 9, three leading voices in the field—Evelio Mattos, Cory Connors, and Adam Peek—share the latest trends and controversies in the world of packaging. Cory Connors, known for his "Sustainable Packaging Podcast," and Adam Peek from "People of Packaging Podcast," join Evelio Mattos, host of "Packaging Unboxed," to explore hot topics in the industry, including a lawsuit against Hershey's and Capri Sun's bold marketing moves.

The episode kicks off with some light-hearted banter before diving into the main stories. The discussion on Hershey's addresses a significant lawsuit about misleading packaging, where the trio debates the expectations versus reality in product presentation. They express concerns over what a ruling in favor of the plaintiff might imply for the broader packaging industry. Following that, the hosts turn their attention to Capri Sun, spotlighting Capri Sun's experiment with selling entire pallets directly to consumers and their controversial switch to plastic bottles from their iconic pouches. The hosts examine the marketing genius behind such moves and their implications for the brand and consumers.

Stay tuned for more insightful episodes featuring the latest trends, debates, and innovations in the packaging industry. Tune in next week to hear about Cory’s experiences at London Packaging Week and Adam’s presentation at Label Expo. Don't miss out on valuable insights that can help you stay ahead in the packaging world!

Learn how to build a profitable career in design with Fred Hart.

Fred Hart is an experienced designer and brand strategist who recently transitioned into a new venture after building and leading the design agency, Interact Brands, for nine years. Under his leadership, Interact Brands grew from a 3-person team to a thriving 30-person agency known for its work in the Consumer Packaged Goods (CPG) space, collaborating with notable brands like Nestle and Dr. Squatch. Fred is recognized for his strategic approach to design and his ability to connect business challenges with creative solutions.

In this episode, Evelio Mattos is joined by Fred Hart, an industry veteran who recently stepped away from his successful design agency, Interact Brands. Fred shares his journey from moving to Boulder to join a small agency to growing it into a significant player in the CPG branding space. He highlights the importance of learning on the job, the challenges and rewards of scaling an agency, and the nuances of integrating sustainability into brand strategy. Fred also talks about his new endeavors and the insights he's gathered from years of experience in the design industry.

As Fred delves into the episode, he explains the dynamics of transitioning from student to professional, emphasizing the necessity of being "paid to learn." He discusses the critical moments that signal agency growth, the impact of COVID-19 on work culture, and the delicate balance of hiring for talent while managing workload. Fred offers practical advice on entering and thriving in the design industry, focusing on the need for strategic thinking and understanding the multifaceted nature of brand building.

Tune into this insightful episode to gain in-depth knowledge about building a successful design career, scaling an agency, and the evolving landscape of the design industry. Stay tuned for more enlightening content from our podcast series!

Episode Summary:Key Takeaways:Notable Quotes:Resources:

We're handing the reins to recent graduate Grace Lee, she's interviewing me to find out the answers to the questions every graduate is asking today. How to get hired, how to get noticed, can I even find a job today?

Need help with your packaging?

About the Guest(s):

Miguel Arevalo: Miguel Arevalo is a prominent figure in the packaging industry, currently working with Google's packaging team. He has made significant contributions to sustainable packaging solutions and is an advocate for plastic-free packaging. Miguel's work focuses on creating eco-friendly packaging designs that enhance the consumer experience while meeting environmental goals. He has shared his expertise at various industry events and is known for fostering innovation in sustainable materials and processes.

In this episode of Packaging Today, Evelio Mattos, Adam Peek, and Cory Connors host a compelling discussion with Miguel Arevalo from Google's packaging team. As they dive into the world of sustainable packaging, the hosts explore Google's transition to plastic-free packaging, emphasizing eco-friendly practices and innovations. Miguel shares insights on the collaborative efforts that led to this achievement and the importance of making sustainable choices in packaging.

Throughout the episode, core themes such as sustainable packaging solutions, the role of Google Maps and its plastic-free packaging, and the challenges and triumphs of transitioning to eco-friendly materials are discussed. Miguel highlights the importance of creating a memorable unboxing experience while ensuring packaging is easily recyclable. He also discusses how Google leveraged partnerships and technological advancements to achieve their goals. The conversation touches on the broader implications of sustainable packaging for other brands and industries.

Episode 190 with James Victore, drops the career advice you need to hear right now.

If you want to learn how to design packaging or build a one man agency, Chris Wilson the sole designer behind Stckmn, a multidisciplinary design studio based in Glasgow, Scotland will explain it all.

Need packaging help? Click here to just ask!

Fernando Arendar, founder of Nitid Studio, specializes in science-based packaging design. He uses studies and research to understand the psychological and sensory factors that influence consumer behavior. In his LinkedIn posts, he presents side-by-side images and asks viewers to choose based on how they feel. The choices often reveal the impact of design elements like patterns, fonts, and shapes on perception. For example, round shapes are associated with sweetness, while angular shapes can be seen as dangerous. Designers should consider the desired perception of a product and understand their target audience to create effective packaging. The conversation explores the importance of clear and effective packaging design. It emphasizes the need to prioritize key attributes and convey them in a way that is easy for consumers to understand. The discussion touches on the use of color to communicate flavors and the challenges of designing for different cultural associations. It also highlights common packaging design mistakes, such as including too much information and trying to be trendy or original. The conversation concludes with a discussion on the role of awards in the industry and the importance of designing packaging that sells products.

Takeaways

In this insightful episode, we delve into the journey from designer to creative director, offering invaluable advice and strategies for those eager to climb the creative ladder. Join us as industry veterans share their personal experiences, discussing the challenges and triumphs they faced along the way. Learn how to build a standout personal brand, navigate client relationships, and infuse your work with authenticity and humor. Whether you're a young designer just starting out or a seasoned professional looking to take the next step, this episode is packed with actionable tips and inspiring stories to help you elevate your career and make a lasting impact in the creative industry. Don't miss out on this opportunity to gain the insights you need to become a successful creative director!

Get help with your packaging: