Packaging Unboxd with Evelio Mattos

By The Packaging Design PodcastArts Design

Packaging Unboxd with Evelio Mattos episodes

January 06, 2025 2025 Packaging Trends Episode | Ep 202
What will change in 2025 for packaging design and what concerns should brands have?
Packaging design is evolving in 2025, listen to 20 top designers breakdown things you need to consider in 2025.
Explore the evolving landscape of packaging in 2025 with industry experts like Al Gilbody, Anna Ison, and Dave from Print Design Academy. Discover themes including AI integration, cultural innovation in food packaging, and the rise of sustainable, regenerative, and soluble designs.
Learn about the influence of Gen Z aesthetics from Fred Hart, evolving marketing strategies from Sarah Williams, and challenges posed by stringent regulations. With insights from voices like Guillermo Dufranc and Simon Forster, this episode delves into how packaging can transform consumer behavior and contribute positively to the environment, while maintaining creativity and brand storytelling.
Designers in this episode include:
Simon Forster of Robot-Food
Anna Ison of Auros Design
Gene Portnoy of Work & Company
Al Gilbody of Slice Design
Guillermo Dufranc of Tridimage
Juan Campdera of Aktiva
Fred Hart, Independent Design Consultant
Chris Wilson of Stckmn
Uwe Melichar of Touch Design
Keenan Thompson of Phillip Morris International
Matt Hanzly of Enlisted Design
Dave Hopkins of Print Design Academy
Sarah Williams of Beardwood & Co.
Kirk Visola of Mind the Font
Andy Kurts of Buttermilk Creative
Chris Joscelyn of ButterflyCannon
Lisa Cain of Surfit Westrock
Vicki Strull, consultant
and Evelio Mattos of IDP Direct
21 min
December 05, 2024 Costco Packaging Design an Expert Guide | Ep
Discover the ultimate guide to Costco packaging design in this must-watch episode! Whether you're a designer, brand manager, or entrepreneur, we break down the secrets to designing packaging that meets Costco packaging requirements and sells. Learn how to navigate the unique challenges of club store packaging, from maximizing pallet efficiency to the "5-second, 5-foot rule" for grabbing customer attention.
Find out why Costco demands more than just great design—it requires strategic thinking. We'll dive into the essentials of three-side shoppable pallets, the journey of earning a spot on the Costco floor, and how to innovate with sustainable materials like plastic-free packaging.
Stay until the end to uncover the biggest missed opportunity in Costco packaging that could transform your approach to how to design packaging for club stores and beyond. Packed with actionable insights, this episode is your go-to resource for mastering Costco packaging requirements.
46 min
November 09, 2024 Trump's Impact on Packaging | Ep 200
Trump won, now what? How will his regulations change packaging?
Evelio Mattos and Adam Peek dive deep into the implications of political changes on the packaging industry, especially following a significant political event. Their discussion pivots around how key legal and economic shifts are predicted to impact packaging regulations, sourcing, and sustainability practices globally.
As the episode unfolds, Evelio and Adam dissect potential regulatory shifts in the United States, emphasizing changes like federal regulations on packaging (EPR) and tariffs. They also explore how such shifts might influence industry activities, from ingredient sourcing to packaging designs. Using comprehensive insights, they explore how increased tariffs and environmental policies could spur changes in the cost and composition of packaging materials. The duo reflects on the possible ramifications of a change in administration policies on sustainable practices and corporate tax rates, urging listeners to prepare for notable expansions and shifts in the industry landscape.
About the Guest(s):
Evelio is a renowned packaging design expert, with extensive experience in sustainable packaging trends and global manufacturing processes. He is currently Creative Director of IDP Direct, a company integrating innovation in the packaging and design industry worldwide.
Adam is a knowledgeable figure in the packaging sector, associated with Myers, a company specializing in paper packaging solutions. Adam has ventured into discussions centering on the industry's evolution in line with political and economic changes.
Key Takeaways:
Political changes might slow down the federal adoption of packaging-related environmental regulations like EPR, keeping the field at a state level.
Tariffs could escalate packaging costs significantly, affecting international corporations and their cost burden, ultimately trickling down to consumers.
An increase in recycling and local sourcing might occur as industries adapt to tariff-induced raw material costs and import restrictions.
Potential deregulation of health-related products could open new packaging opportunities for innovative markets like psychedelics and nutraceuticals.
The packaging sector should anticipate and adapt to various regulatory and economic shifts influenced by new political landscapes.
This episode provides deep insights into the intricacies of packaging policies amid political changes. Listeners are encouraged to tune in for a full exploration of how future tariffs and regulations might shape the industry's next chapter. Stay connected for more high-impact discussions on packaging and design dynamics.
29 min
October 26, 2024 How Base Design ReFreshed a 130 year old Brand | Ep 199
Have a Packaging Question? DM here:
https://www.linkedin.com/in/eveliomattos/
In this episode of Packaging Unboxed, host Evelio Mattos explores the transformative power of packaging with Base Design's Geoff Cook and Anthony Franklin. The discussion illuminates how packaging extends beyond mere product protection, serving as a vital component in shaping a brand's identity and engaging its audience on multiple levels. By examining Base Design's comprehensive and world-building approach, the episode provides valuable insights for brands seeking to create cohesive and impactful experiences.
Throughout the conversation, Evelio Mattos, along with his guests, delve into the multi-faceted role of packaging in reinforcing brand storytelling and community engagement. They emphasize the importance of consistent visual identity across platforms, discussing how strategic design decisions, such as color and typography, forge memorable brand experiences. Highlighting Base Design's recent work with Bonjournie, the group illustrates how rebranding can renew an institution's image while maintaining its core values, ultimately strengthening its market presence and appeal.
The dialogue also touches upon the evolving role of designers within branding agencies. Anthony Franklin reassures that there's a place for lifelong graphic designers who prefer to remain hands-on, emphasizing that career growth can be about honing one’s craft rather than rising up the corporate ladder. This episode serves as a thought-provoking resource for students, agency leaders, and designers seeking to deepen their understanding of brand storytelling and packaging's strategic impact.
Guests:
Evelio Mattos is the Creative Director at IDP Direct, specializing in high-end packaging for the fashion, tech, and luxury markets. He is also the host of Packaging Unboxed, sharing insights from top designers to provide a deeper look into the creative processes behind brand-defining packaging.
Geoff Cook partner at Base Design, an international branding agency. He brings a strategic focus to identity and brand development, working with diverse sectors such as fashion, food, and luxury. His notable projects include rebranding efforts for giants like Apple and H&M.
Anthony Franklin is a partner at Base Design, specializing in transforming the brand image for companies across various industries. With a keen eye for detail and a strategic mindset, Anthony has played an instrumental role in rebranding prestigious institutions and aligning them with modern consumer expectations.
Key Takeaways:
Packaging is more than a protective layer; it is a strategic tool for storytelling and brand identity building.
In branding, consistent use of color and design elements across all platforms creates a cohesive and memorable brand experience.
Rebranding efforts require a balance between honoring a brand's history and modernizing its image to stay relevant to contemporary consumers.
Designers can choose to focus on skill refinement and stay actively involved in creative processes rather than pursuing management roles.
Successful brands foster engaged communities by using storytelling to build strong, emotional connections with their audiences.
Connect and learn more about Base Design at:
https://www.basedesign.com
Learn more about IDP Direct at:
https://www.IDPdirect.com
28 min
October 17, 2024Best & Worst Cereal Packaging Design | Ep 198
Evelio & Adam breakdown the best and worst cereal packaging design so you can elevate your packaging easier.

Evelio Mattos: Evelio Mattos is a seasoned packaging designer with over 15 years of experience working with luxury brands to introduce innovative packaging solutions to the market. He is also recognized for his public speaking engagements worldwide, where he shares insights on improving packaging design.
Adam Peek: Adam Peek has been a prominent figure in the packaging industry for 17 years, engaging in packaging procurement, design, and sales. Adam hosts a podcast dedicated to packaging, conducted a TED talk on the subject, and authored a children's book about packaging, solidifying his role as an influencer in the packaging community.
Join Evelio Mattos and Adam Peek as they delve into the fascinating world of cereal packaging on this episode of Packaging Unboxed. From the supermarket aisles to the intricate design choices made by brands, they explore what makes cereal packaging effective and where there's room for improvement. The conversation transitions from the overwhelming conformity found in cereal aisles to innovative ideas that can break the traditional packaging mold.
Evelio and Adam discuss their recent visits to supermarkets like Kroger and AJ's, and the ubiquitous sea of yellow that dominates the cereal section. They analyze packaging designs of well-known brands, contemplating standout features and missed opportunities for differentiation. With a focus on SEO keywords such as "cereal packaging design," "supermarket aisle strategies," and "consumer engagement," they provide actionable insights for both established brands and new entrants in the cereal market.
The current state of cereal packaging is largely uniform, with a dominant presence of yellow and similar design templates across brands.

Innovative packaging ideas, such as more interactive labels or QR codes, can create a competitive edge by enhancing consumer engagement.

Evaluating other aisles and products for packaging inspiration may reveal opportunities to stand out from the traditional cereal box approach.

Sustainability and efficiency also play key roles, with a shift towards bulk buying and flexible bags offering potential benefits.

While strong brand recognition can sometimes overshadow poor design choices, continuous packaging innovation remains crucial for market success.
"There's a tremendous amount of conformity in the cereal aisle and not a lot of brands that were doing things to stand out." — Adam Peek

"You really have to consider all these little details because this is what makes your packaging stand out." — Evelio Mattos

"Why does the brand that's crappy for you have all the fun in the packaging?" — Evelio Mattos

"Creating shareable moments, creating games, creating all that stuff is already happening." — Adam Peek

"Getting on shelf isn't the goal. You got to move through a product." — Evelio Mattos
Adam Peek on TED

Magic Spoon Cereal

For an in-depth understanding of sustainable packaging, check GreenBlue’s Sustainable Packaging Coalition.
Tune into the full episode to explore further insights into cereal packaging and discover how brands can harness creativity and innovation in this competitive space. Subscribe for more thought-provoking episodes from Packaging Unboxed.
Episode Summary:Key Takeaways:Notable Quotes:Resources:
43 min
October 11, 2024Designing Whiskey Bottles with Chad Michaels | Ep 197
Chad Michael is a distinguished packaging designer who has owned and operated his own studio for ten years, specializing in spirit brands. With a background in communication design, Chad has created visually distinct spirit brands like bourbon, whiskey, vodka, and more, also delving into side projects like playing cards and poker chips. His work is deeply rooted in storytelling, balancing ornate and clear designs, and often involves creating custom bottles to encapsulate the brand's full experience. Chad's expertise extends from initial brand strategy through to the final production, ensuring every detail contributes to the overarching story of the brand.
In this insightful episode of "Packaging Unboxed," host Evelio Mattos engages with renowned packaging designer Chad Michael, revealing the intricacies of spirit brand design. Chad, who has spent ten years developing unique, story-driven spirit brands, shares his philosophy of creating bespoke packaging that captivates from a distance and continues to unfold up close. He discusses the importance of narrative in design, and how he strives for style distinctiveness with each project, never repeating past designs. Chad's current ventures extend beyond traditional packaging, exploring avenues like video storytelling and the use of innovative materials.
Chad's methodical approach to design is deeply rooted in narrative development, supported by an exceptional command of copywriting. Throughout the conversation, the pair touch upon topics like balancing intricate designs with clean aesthetics, and the challenges and joys of working with different spirits, from bourbon to tequila. Drawing inspiration from various sources, Chad emphasizes the importance of a strong brand story as the foundation for creative package design and overall customer experience.
Story-Driven Design: Chad stresses the necessity of incorporating a brand's story into every element of its design, from labels to custom bottles.
Balancing Design Complexity: An effective package must captivate consumers from afar but also remain visually compelling and comprehensible up close.
The Role of Customization: Custom glass plays a pivotal role in making spirits brands stand out, requiring careful consideration of design and production costs.
Innovation in Spirit Branding: Chad's design approach incorporates unique materials and extends to video storytelling to create a cohesive brand experience.
Client Collaboration: Key to successful design is the partnership with clients, from defining brand strategy to final production, ensuring the brand's story is preserved and celebrated.

Stay tuned for more captivating episodes of "Packaging Unboxed."
Episode Summary:Key Takeaways:Notable Quotes:Resources:
44 min
September 25, 2024Packaging Disaster: Lessons from Oreo and Coke’s Collaboration | Ep 196
We broke down what's wrong with Oreo & Cokes Collab Packaging, and explained how to avoid the same issues.

Evelio Mattos: Evelio is a seasoned packaging designer with over 15 years of experience in creating cutting-edge packaging solutions for global fashion, cosmetic, and CPG brands. Known for his insightful talks on packaging design, Evelio hosts the "Packaging Unboxed" podcast, where he shares his extensive knowledge and insights on innovative and effective packaging design.
Adam Peek: Adam Peek is a packaging sustainability expert, TED speaker, and advocate for sustainable packaging practices. Currently involved with the United Nations on sustainability initiatives, Adam brings a wealth of knowledge and experience to discussions about eco-friendly packaging solutions and regulatory compliance.
In this episode of "Packaging Unboxed," Evelio Mattos and Adam Peek delve into the collaborative packaging effort between Coca-Cola and Oreo. They critically examine what works, what doesn’t, and how this collaboration can compete on the shelf. Evelio and Adam bring their extensive backgrounds in packaging design and sustainability to the conversation, providing a rich analysis of the visual and functional elements of the packaging.
Starting with their initial impressions, they discuss the missed opportunities in the visual design, such as the confusing use of colors and hidden iconic elements that fail to convey the collaboration’s essence. They explore how the black and red color scheme diverges from the brands' established color identities, potentially confusing consumers and impacting shelf visibility. The conversation also delves into practical considerations like packaging material choices, functionality, and sustainability, giving listeners critical insights into the complexities of designing effective collaborative packages.
Brand Color Consistency is Crucial: Deviating from iconic brand colors (Coke red, Oreo blue) can confuse consumers and reduce shelf visibility.

Functional Design Matters: The physical design of the packaging, including ease of opening and material choice, plays a significant role in consumer experience and product preservation.

Simplify Visual Elements: Overcomplicating design with too many logos and icons can detract from brand recognition and consumer clarity.

Use of Packaging Material: Aligning the packaging material with the product type (e.g., a classic Coke bottle instead of a can for better brand synergy) can enhance the consumer's experience and perception.

Involving Target Demographics: Ensuring that packaging decisions are guided by insights from the intended consumer demographic can lead to more effective designs.
"Oreo is blue. Great. Coke is red. Collab black. This didn't make any sense to me." - Evelio Mattos

"I saw it. Cause of the way they have the. The cookie stacked. I was like, why do they have a. Oh, that's the cookie." - Adam Peek

"Functional issues like the loudness of the package opening can detract from user experience, especially with snacks meant to be enjoyed quietly." - Adam Peek

"Coca-Cola usually runs vertically, not horizontally on cans." - Evelio Mattos

"The can packaging, I again, like, if this was supposed to be a limited edition, the front reminded me of, why is yours so much bigger than mine?" - Adam Peek

Get started designing sustainable packaging today:
https://www.IDPdirect.com
38 min
September 19, 2024 Storytelling in Packaging Design with Richard Taylor | Ep 195
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.
Richard emphasizes the importance of understanding business problems before jumping into creative solutions, a strategy that has guided Brandon Consultants in their work with established consumer goods brands. They discuss the significance of seamlessly blending emotional storytelling and clear communication in packaging design, illustrated through examples like the evolution of Seabrook's packaging and the transformation of Horlicks from sleep aid to relaxation beverage. Moreover, the episode touches on the trends in today's packaging industry, emphasizing the need for maintaining brand integrity while staying current in a rapidly evolving market.
About the Guest:
Richard Brandon Taylor is the co-founder of Brandon Consultants, a branding and design agency. With extensive experience in the Middle East and the UK through significant agencies such as WPP's Brand Union and Landor Associates, he has honed his expertise in growing iconic brands. Richard specializes in finding creative solutions for businesses in commoditized categories, combining a strategic approach with creative execution. His background in client service, strategy, and commercial understanding makes him a valuable leader in the branding industry.
Key Takeaways:
Branding in Commoditized Markets: Creativity is key to standing out in saturated markets, as illustrated by successful brands like Liquid Death and Seabrook.
Emotional Storytelling: Packaging must convey a story that resonates with consumers emotionally, making products like Horlicks not just about sleep, but about relaxation and comfort.
Client Insights: Understanding the client's business problems is essential to creating effective design solutions that drive growth and solve underlying issues.
Trends in Packaging: The rise of bold, provocative packaging and the importance of balancing trends with long-term brand integrity.
Category Disruption: Potential for innovation in traditionally dull categories, such as water, toilet tissue, and cleaning products, through unique storytelling and design.
Notable Quotes:
"I love challenger brands that do that… just use creativity and you might find a way."
"You see the challenges that have been faced internally within the organization by looking at their packaging."
"Brands need to have a heart, brands still have to have a truth to them that people buy into."
"We've always looked at what's the business problem trying to solve, how can brand help that, and then how can creativity help brand."
"It's really interesting, you can tap into the culture of a nation through a supermarket."
Resources:
Richard Taylor on LinkedIn: https://www.linkedin.com/in/richardbrandontaylor/
Brandon Consultants:
https://www.brandon-consultants.com
Evelio on LinkedIn:
https://www.linkedin.com/in/eveliomattos/
Download your own free sustainable packaging guide:
https://idpdirect.com/design-guides/
Explore the dynamic world of branding and packaging with Richard Taylor in this episode. Don't miss out on these valuable insights, and stay tuned for more enlightening content from the podcast!
51 min
September 09, 2024Packaging Today - Packaging Failures: When Marketing Goes Too Far | EP
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.
Lawsuit Against Hershey's: The hosts discuss the $5 million lawsuit against Hershey's for allegedly misleading packaging of Reese's Peanut Butter Cups during Halloween. They emphasize the importance of accurate product representation to avoid legal repercussions and maintain consumer trust.
Capri Sun's Marketing Strategy: Capri Sun's decision to sell pallets of pouches and the introduction of plastic bottles spark a debate. The move is seen as a brilliant marketing strategy despite its potential environmental impact.
Sustainable Packaging Innovations: Cory Connors talks about upcoming discussions at the London Packaging Week on maintaining high-end packaging while ensuring sustainability. Specific innovations include Bailey's paper bottles and Guinness' recyclable nitro injectors.
Consumer Expectations and Packaging Design: The episode highlights the need for brands to consider consumer perceptions and potential legal vulnerabilities when designing packaging.
Networking in Packaging: Adam Peek underscores the importance of leveraging social networks to solve industry challenges, citing his recent experiences with Western Michigan University and Green Blue.
Cory Connors: "I think they aren't very accurate as to the description on the packaging. They're kind of more of a ghost-shaped blob of chocolate and peanut butter goodness."

Adam Peek: "It would be insane for somebody to be like, I am suing Project Hive Pet Company because this did not contain any of these actual berries."

Evelio Mattos: "If you're out there, if you're designing packaging and you're putting your product on there, consider stupid people. Right. You've got to design for the stupid."

Cory Connors: "How can packaging be sustainable and still be desirable by our customers? That's exactly the kind of topic I enjoy."

Adam Peek: "It's crazy how when you're unafraid to just ask questions, you can build a network so that you can get these questions answered really quickly."

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!
32 min
September 04, 2024Design Smarter: Business Strategy for Creatives | Ep 193
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.
Building a Design Career: Fred Hart highlights the journey from learning on the job to becoming a proficient performer in the industry.

Scaling an Agency: Key insights into growing a small design team into a 30-person agency, including the importance of hiring and embracing remote work.

Strategic Brand Building: Fred discusses the role of strategic thinking in creating successful brands and navigating challenges like sustainability.

Consumer-Centric Design: The need to understand consumer priorities and how to position brands effectively to meet their desires and needs.

Industry Trends: Fred shares his thoughts on the future of design, the rise of freelance contractors, and the potential shift away from traditional agency models.
"There are times in your career where you're paid to learn, and then there are other times where you're paid because you can perform."

"If you're great at it, you will be paid."

"We hire for character because everyone's going to learn skills on the job."

"The more stable a business is or the more that it's found a product market fit, the more I love to work with them to help accelerate that growth."

"The better you are at working with others, the more likely you are to succeed in your career long term."
Fred Hart's Website: fredhart.com
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:
39 min

About Packaging Unboxd with Evelio Mattos

From the publisher's feed

Packaging Unboxd is a podcast for packaging design enthusiasts who want to stay up-to-date on the latest trends and best practices. Hosted by Evelio Mattos, the Creative Director of Packaging Design, this podcast features insights from global experts on topics such as sustainable packaging, materials, manufacturing, and recycling. Listeners can learn how to create designs that are not only visually appealing but also environmentally responsible. Whether you're a packaging designer, engineer, or interested in making sustainable packaging choices.