Packaging Unboxd with Evelio Mattos

By The Packaging Design PodcastArts Design

Packaging Unboxd with Evelio Mattos episodes

August 29, 2024 Grads: Ultimate Strategy to Get Hired Now | Ep 192
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?
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We get into it all. So if you've just graduated, are having a hard time finding a job, sit down, listen up, and let's get to it.
Evelio Mattos is an established voice in the packaging design industry with an extensive background, having worked with high-profile brands like Lady Gaga, Barney's New York, Tesla, and Google. His expertise spans across various sectors including fashion, tech, and retail, emphasizing sustainability in packaging. Evelio's rich experience and innovative approach make him a significant figure in the packaging world.
Grace Lee is a recent graduate from the prestigious Pratt Institute's Packaging Identities and Systems Design Graduate Program in Brooklyn. With a passion for creative and sustainable design, Grace represents a new wave of designers poised to make impactful contributions to the industry.
Episode Summary:
In this insightful episode of Packaging Unboxed, host Grace Lee delves into the packaging design industry with the knowledgeable and seasoned Evelio Mattos. Grace, representing the fresh cohort of design graduates, brings forth pressing questions about the industry's dynamics, particularly concerning sustainability, innovation, and the integration of new technology such as AI. Evelio's extensive background and hands-on experience provide rich, practical insights that are invaluable for new designers entering the field.
The conversation navigates through key projects and experiences that have shaped Evelio's career, including his initial foray into packaging design and notable collaborations with brands like Lady Gaga and Tesla. Through this episode, listeners gain an understanding of the evolution of packaging design and the critical role it plays in branding and consumer decision-making. Evelio emphasizes the importance of being client-facing and understanding different facets of the industry from procurement to distribution, underscoring the intrinsic relationship between design and business profitability.
Key Takeaways:
Client Interaction is Crucial: Being client-facing and understanding the nuances of finance, procurement, and distribution can significantly enhance a designer’s value.
Importance of AI: Embrace AI as a tool to speed up concept iterations and improve the efficiency of the design workflow.
Build a Strong Social Presence: Utilize LinkedIn and other social media platforms to showcase your work and build a professional network.
Understanding Sustainability: Ensure your design solutions align with a brand's sustainability goals, recognizing that trade-offs are often necessary.
Start Small to Climb Big: Entry-level positions, even those seen as mundane, provide foundational knowledge and opportunities for growth in the design industry.
Notable Quotes:
"Design is sales. And I think a lot of times designers are like, I'm not a salesperson, I'm a graphic designer, I'm a packaging designer, but your idea is not going to get made if you don't sell it."
"You have to get the reps in. You've got to get the reps in for creating these terrible designs. You've got to get the reps in for expanding creative from one size to another size."
"Today, people will decide whether they want to hire you or not based on your social. So even before you apply, what's your social tell, you know, what's that say about you?"
"The idea of, I graduate now, I want to go work at Pentagram or Landor… you can just work for yourself and just grow your own business from day one."
"LinkedIn is the key place. Anything that you have in your portfolio, tying it back to a brand or anybody that you're trying to target, then being able to tag them is what's going to give you the most visibility."
57 min
August 26, 2024Google’s Groundbreaking Packaging: A Deep Dive | EP 191
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.
Google's transition to plastic-free packaging involved a collaborative effort and innovative solutions.
The new packaging focuses on creating a memorable unboxing experience with textures and sounds that emphasize recyclability.
Google has made their plastic-free packaging guide available for other brands to use, promoting widespread sustainability.
Advanced sorting technologies and improved materials are crucial for enhancing recyclability and reducing contamination in recycling streams.
Sustainable packaging requires continuous innovation and collaboration within the industry to achieve progress, not just perfection.
"Our team does an amazing job to make that work. It takes a village and we have an amazing team." – Miguel Arevalo
"Consumer convenience is key. Our main goal was to have packaging that can easily be recycled by anyone, anywhere." – Miguel Arevalo
"We believe that we all are in this boat together. It's about what everyone can be able to do, not just Google." – Miguel Arevalo
"We aim for progress, not perfection, in our sustainable packaging journey." – Miguel Arevalo
Google Blog: Plastic-Free Packaging Guide

Western Michigan University Recycling Testing Center
Miguel Arevalo on LinkedIn
36 min
August 21, 2024 Design Career from the Masters : James Victore | Ep 190
Episode 190 with James Victore, drops the career advice you need to hear right now.
James Victore is a renowned graphic designer, artist, and motivational speaker known for his unapologetically bold and unconventional design work. Author of books such as "Feck Perfuction", James has been featured in museums worldwide including MoMA, and has received numerous accolades throughout his career. Now residing in Texas, James focuses on educating and inspiring creatives through workshops, coaching, and his online presence. He is the force behind the website "Your Work is a Gift" where he offers guidance to those seeking to deepen their creative practice.
Get coached by none other than James Victore:
https://www.yourworkisagift.com
Watch James' channel on YouTube:
https://www.youtube.com/@UCNeCzet_WoNEaysTCgZSdkQ
Episode Summary:
Join us in this enlightening episode as we delve into the mind of James Victore, a trailblazing designer and artist whose influence and work have shaped the world of creative design. With your host, Evelio Mattos, James reflects on the evolution of design education, the importance of creativity, and the journey from being a creator to becoming an impactful mentor.
In a candid and engaging conversation, James discusses the challenges facing today’s young designers, the role of social media, and the concept of sustaining creativity amidst life's demands. He emphasizes the importance of maintaining authenticity and curiosity in one's work and sheds light on the significant transitions within the industry, mentioning renowned figures like David Carson and others. Other key topics include the transformation in learning models, the impacts of AI, and James’ personal journey from winning prestigious awards to focusing on his true calling as an educator and motivator.
Key Takeaways:
On Creativity and Play:
Maintaining a sense of play and curiosity is crucial for sustainably creative and meaningful design work.
Industry Changes:
James explores the evolution of the design industry, discussing how specialization and the rise of AI are redefining traditional models, including the potential decline of large design agencies.
Authenticity and Confidence:
True confidence stems from authenticity; embracing one’s unique identity can lead to a more fulfilling and impactful career.
Designer to Mentor:
Transitioning from being a practicing designer to becoming an educator and coach has allowed James to empower others, highlighting the importance of asking for what you want.
Educational Evolution:
The traditional university model is increasingly outdated with new, more dynamic and tailored approaches to learning emerging in its place.
Notable Quotes:
"I love setting students on fire, I want to get them before they get all these preconceived notions." – James Victore
"The things that made you weird as a kid make you great today." – James Victore
"Tell them who you are. Don't let people guess." – James Victore
"I'm not in the art industry or design industry; I'm in the James Victore industry." – James Victore
"I'm the party. It comes with me." – James Victore
Resources:
James Victore Instagram
Your Work is a Gift
"Feck Perfuction" by James Victore
For more profound insights and detailed discussion, be sure to listen to the full episode. Stay tuned for more enlightening conversations with industry leaders.
54 min
August 15, 2024 The One Man Agency Winning All The Awards - STCKMN | Ep 189
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.
The one man agency winning all the awards StckMn:
https://www.stckmn.com
With a background in industrial design and extensive experience in various facets of branding, packaging, and graphic design, Chris has crafted a diverse range of projects that have garnered significant recognition. Known for his innovative approach and hands-on execution, Chris has successfully navigated the design world, creating standout works for clients from startups to large brands.
Episode Summary:
In this enlightening episode, Evelio Mattos sits down with Chris Wilson, the creative force behind Stckmn, a one-man design studio based in Glasgow, Scotland. Chris shares his journey from studying industrial design to becoming a multifaceted designer, blending disciplines like branding, packaging, and graphic design. He delves into the transitions that led him to establish Stckmn and the challenges and triumphs of managing a solo design studio.
Chris Wilson discusses the intricacies of working on bespoke design projects, particularly in the realm of packaging design for luxury products. He highlights his approach to conceptualizing and executing award-winning designs, such as "The Only Drop" whiskey packaging, and the importance of storytelling in creating impactful designs. Throughout the conversation, Chris emphasizes the importance of continuous learning, the value of networking, and balancing work with personal well-being.
Key Takeaways:
Multidisciplinary Approach: Chris's journey from industrial to graphic design showcases the importance of versatility in the creative industry.
Solo Studio Dynamics: Insights into managing a one-man design studio, balancing client demands, and maintaining high-quality work.
Packaging Design Excellence: Detailed exploration of the conceptualization and execution of "The Only Drop" whiskey packaging.
Importance of Storytelling: The role of narrative and brand heritage in creating compelling and memorable designs.
Work-Life Balance: Chris shares his personal experiences on managing workload and maintaining mental and physical health.
Notable Quotes:
"I kind of jokingly describe myself as a polyamorous designer because I love all things creative, and I'm not tied to a single discipline."
"It feels like a backstep to a point, but I knew that if I was able to do it and get out there and sustain it for a couple of years, I thought, right, if I can do it, we'll see what happens."
"One of the things that clients really connect with is the idea that you're there from start to finish. It's you. Every part of the project, it's you."
"There's a lot of work out there. There's always going to be another job. The work is important, but giving yourself a break is more important."
"Copywriting is so critical. You can work with what you have, and you can do an option b, and you can put a little bit of personality that makes sense for the brand into it."
1 hr 11 min
August 08, 2024The Science Behind Packaging Design | Ep 188
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
Science-based design in packaging considers the psychological and sensory factors that influence consumer behavior.

Design elements like patterns, fonts, and shapes can impact perception and influence consumer choices.

Round shapes are often 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. Prioritize key attributes and convey them clearly in packaging design.

Consider cultural associations and color symbolism when choosing colors for packaging.

Avoid common packaging design mistakes, such as including too much information and trying to be trendy or original.

Design packaging that sells products, rather than focusing solely on winning awards.
32 min
August 02, 2024 Career Advice for Designers Today | Ep 187
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!
49 min
August 01, 2024 Packaging Critique | Ep 186
Get help with your packaging:
/ eveliomattos
Jesse Goldman is a proficient motion designer known for his innovative work in integrating motion graphics with traditional design principles. Jesse has contributed to numerous high-profile projects and is celebrated for his creative storytelling capabilities. He is active on Instagram, where he shares insights into his design process and engages with a vibrant community of fellow designers and enthusiasts.
Follow Jesse Here:
/ contdinthecomments
Learn about Jesse's work here:
https://www.jessegoldman.work
Episode Summary:
In this episode of "Packaging Unboxed" with Evelio Mattos, the discussion dives into the complexities of packaging design and consumer behavior as influenced by visually striking product packaging. Evelio and Jesse Goldman explore the vast yet intricate world of consumer packaged goods, as presented through the lens of Snackshots’ popular newsletter, which showcases the latest trends in CPG and food packaging.
The episode emphasizes the importance and impact of packaging design on consumer choices, touching on the concept of 'decision fatigue' caused by the overwhelming array of visually stunning products on the shelf. By examining various products and their packaging, Jesse and Evelio discuss the balance between aesthetics and practicality, the role of branding in consumer trust, and how the saturation of creative designs may eventually influence shopping behaviors. The conversation also delves into the potential mistrust towards highly designed products and the cultural implications of design-heavy consumer goods.
Key Takeaways:
The overabundance of eye-catching packaging designs can lead to decision fatigue among consumers.
The role of branding extends beyond the product, embedding into lifestyle and ethical choices which may weigh heavily on consumer decisions.
Well-designed packaging can at times create skepticism about the product's authenticity and quality.
Established brands like Kellogg's provide a sense of reliability and trust, easily recognized amidst the crowded shelves.
The effectiveness of packaging lies in creating an instant connection with the consumer, much like how videos must capture attention within the first few seconds.
Notable Quotes:
"Each individually here is, like, cool. Great colors, fun illustration, really interesting ways of, like, taking retro, making it new." - Jesse Goldman
"Do I really need butter to reflect my values?" - Jesse Goldman
"I think it, I think it depends on the product too." - Jesse Goldman
"Not everything is going to be chill vibes and sex. Maybe it's just butter." - Evelio Mattos
"There's been very few candies that have. That. Us older men, we'll take what we can get." - Jesse Goldman
Resources:
Jesse Goldman on Instagram: @jessegoldman
Snaxshots Newsletter on CPG and Food Packaging: Follow Snaxshots on Substack for updates and insights: https://www.snaxshot.com
Evelio Mattos on Packaging Design: Check out previous episodes of "Packaging Unboxed" for more in-depth discussions on packaging design and trends.
IDP Direct: https://www.idpdirect.com - Download design guides, sustainability guides, and recyclable icon guides for packaging design.
Stay tuned for more enlightening conversations on "Packaging Unboxed," where we continue to explore the intersection of design, creativity, and consumer behavior. Listen to the full episode and subscribe to keep up with the latest insights and trends in packaging design.
11 min
July 25, 2024Smart Packaging Ideas ft. Cameron Worth of Io.TT | Ep 185
About the Guest(s):
Cameron Worth: Cameron Worth is a leading figure in the Internet of Things (IoT) industry and the founder of the first IoT agency, SharpEnd. With over a decade of experience, Cameron has been a pioneer in championing IoT innovations for global brands. His agency, SharpEnd, specializes in connecting brands to consumers through IoT-enabled packaging and products. Recently, SharpEnd received significant investment from Fedrigoni Bain Capital, ensuring the continued growth and influence of Cameron's innovative endeavors in the IoT landscape.
In this engaging episode, host Cameron Worth delves into the fascinating world of IoT and its application in connected packaging. Cameron shares his journey from starting the first IoT agency to pioneering data-driven consumer engagement through smart packaging solutions. The episode provides a deep dive into how IoT can transform traditional packaging into interactive experiences, offering unique insights into the integration of technology in the packaging industry.
The discussion covers practical applications of connected packaging, such as creating emotional engagements and tracking consumer interactions with products. Cameron discusses various use cases, from enhancing consumer loyalty to improving sustainability practices through smart packaging. He highlights how IoT can be a powerful tool for brands to gain deep insights into consumer behavior, improve supply chain transparency, and offer personalized experiences. The episode is a comprehensive guide for brands and creatives looking to innovate through connected packaging and smart solutions.
IoT and Consumer Engagement: IoT transforms packaging from a static medium to an interactive experience, enhancing consumer engagement and providing invaluable data insights.

Versatile Applications: Connected packaging can be used for loyalty programs, personalized experiences, anti-counterfeiting measures, and improving product traceability.

Technology Integration: Understanding the different technologies like QR codes, NFC, and AR, and their respective costs and applications is crucial for leveraging IoT in packaging.

Sustainability Focus: Smart packaging can support sustainability goals by improving traceability, providing recycling information, and enabling resale opportunities.

Industry Collaboration: Partnerships, like the recent investment from Fedrigoni Bain Capital in SharpEnd, enhance capabilities and expand the reach of IoT innovations.
"If you look to the future and say, okay, QR codes are around… Imagine if you could put those technologies into your products to make those products interactive."

"NFC is great for authentication and a kind of a higher-end consumer experience…because it's discreet. You can't see it, but you do need to make awareness of the fact that the product is NFC-enabled and where the tag is."

"If someone's taken their phone out, engaged with your product, been given a decent experience, and just been asked for an email address, they're probably going to give it to you because they probably are."

"There is no brand that can't make the experience of their brand better than without connected packaging."

"Our vision is that in the next couple of years, these will be mainstream technologies that won't require specialist partners and can be just business as usual techniques for building brands through products."
SharpEnd: sharpend.com

Fedrigoni: fedrigoni.com
Join us for a full episode to explore the exciting intersections of IoT and packaging, and stay tuned for more insightful content on how technology is revolutionizing consumer engagement and brand building.
Episode Summary:Key Takeaways:Notable Quotes:Resources:
44 min
July 17, 2024 EPR Laws Everything You Need To Know Now | Ep 184
Get help with your packaging:https://www.linkedin.com/in/eveliomattos/

If you're going to learn how to design packaging, you need to know the laws that will govern your material decisions around the world.In this episode Paul Kearns and Evelio Mattos explain how EPR, extended producer responsibility laws will impact your brand's packaging decisions and what you need to do today to avoid upcoming fines.

Connect with Paul Kearns on LinkedIn:https://www.linkedin.com/in/paulkearns82/And learn more about Anthesis:https://www.anthesisgroup.com
Paul Kearns is a key figure at Anthesis, where he lends his expertise on extended producer responsibility (EPR) and sustainability. With years of experience and a deep understanding of eprhemenite, Paul provides valuable insights to companies looking to navigate the complexities of EPR laws across different regions. His work helps brands become more environmentally responsible while aligning with global and local regulations.

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Episode Summary:
In this episode, host Evelio Mattos welcomes Paul Kearns from Anthesis to delve deep into the subject of extended producer responsibility (EPR).
As EPR laws gain momentum both in Europe and the United States, Paul explains what EPR is, why it matters, and how businesses can navigate these regulations effectively. Bringing clarity to a complex topic, Paul shares practical advice on how brands can adapt to comply with EPR laws and benefit from these changes.

Extended producer responsibility (EPR) is a policy approach aimed at reducing the overall environmental impact of product packaging. Paul discusses the historical context of EPR, its implementation in Europe, and how the U.S. is catching up with states like California, Colorado, and Oregon leading the way.
He emphasizes that EPR is designed to shift the burden of waste management from taxpayers to producers, who would then be incentivized to choose recyclable and sustainable packaging materials. This conversation also covers the vital role of Producer Responsibility Organizations (PROs) in managing the collection, sorting, and recycling of these materials.

Key Takeaways:
Understanding EPR: Extended Producer Responsibility aims to shift waste management costs from taxpayers to producers, encouraging the use of sustainable packaging.
Definition of a Producer: Generally, the producer is the brand that first markets the product rather than the packaging manufacturer.
Ecomodulation: Brands are incentivized through ecomodulation to use recyclable materials, lowering their EPR fees.
Global and Regional Regulations: Differences and similarities in EPR regulations across various states in the U.S. and Europe, and the implications for businesses.
Practical Steps for Compliance: Importance of registering with PROs like Circular Action Alliance for compliance, especially for businesses operating in multiple states.
Stay tuned for more insightful content and expert interviews as we continue to explore significant industry trends and regulatory changes affecting businesses today. Listen to the full episode for an in-depth understanding of EPR and how it impacts your business.
33 min
July 07, 2024The Material Replacing Plastic Packaging | Ep 183
About the Guest(s):Tim Silman
Tim Silman is the Program Director at Lonely Whale, a renowned organization dedicated to preventing ocean plastic pollution. Co-founded by actor Adrian Grenier in 2015, Lonely Whale leverages storytelling, modern marketing techniques, and collaborative partnerships to tackle ocean plastic pollution. Tim, based in Charlottesville, Virginia, leads innovative projects and campaigns focused on sustainable solutions, such as the Plastic Innovation Prize.
Join Evelio Mattos in an insightful conversation with Tim Silman, Program Director at Lonely Whale. This episode dives deep into the issues of ocean plastic pollution, highlighting innovative initiatives and sustainable practices. Tim shares his journey, the mission of Lonely Whale, and how radical collaboration and modern marketing are creating new pathways toward a plastic-free ocean.
Lonely Whale focuses on reducing ocean plastic, with campaigns like "Stop Sucking" and initiatives like Nextway Plastics and the Ocean Heroes program. Tim discusses the impact of thin film plastics, innovative solutions using seaweed-derived materials, and the importance of biodegradable plastics. Brands are encouraged to integrate these new materials into their supply chains, with complex challenges of scaling these solutions being addressed through collaborative efforts.
Urgency of Ocean Plastic Pollution: An estimated 11 million metric tons of plastic enter the oceans yearly, expected to triple by 2040.

Lonely Whale's Strategic Approach: The organization uses storytelling, campaigns, and collaborations to drive change and innovate solutions for ocean plastics.

Innovative Alternatives: The Plastic Innovation Prize highlights seaweed-based biodegradable alternatives to thin film plastic, showcasing winners such as Sway, Zero Circle, and Notpla.

Role of Designers and Brands: Designers and brands play a crucial role in sustainability by integrating innovative materials and setting realistic yet ambitious goals.

Future Steps: Loneliness is focused on educating and expanding their initiatives while seeking new problematic materials to tackle in the fight against plastic pollution.
"Our center has really been around leveraging storytelling and modern marketing techniques and radical collaboration with brands and other partners to change the trajectory of ocean plastic pollution." — Tim Silman

"It's a humongous problem. People may be familiar with the Pacific garbage patch, with the impact on marine life now emerging more on human health and climate." — Tim Silman

"Biodegradable doesn't actually mean anything. It's kind of industry greenwashing, unfortunately. Biologically degradable is a term we use to demarcate that." — Tim Silman

"Think about the consumer and their behavior, and how they interact with your product, to better incorporate sustainable design at the upfront." — Tim Silman

"Brands have to consider their storytelling, setting realistic targets and, if necessary, adjusting goals while maintaining transparency and authenticity with their customers." — Tim Silman
Lonely Whale: lonelywale.org

Unwrap the Future: unwrapthefuture.org

Instagram: @lonelywhale

Podcast: 52 Hz Podcast on Spotify
For more captivating conversations and sustainability insights, listen to the full episode and stay tuned for more episodes from our series.
14 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.