Packaging Unboxd with Evelio Mattos

By The Packaging Design PodcastArts Design

Packaging Unboxd with Evelio Mattos episodes

April 25, 2024 Is Reusable Better than Recyclable? | Ep 172
Discover professional packaging design insights from seasoned designer Uwe Melichar, specializing in sustainable packaging solutions. With decades of experience, Uwe navigates the intersection of graphic and product design, advocating for eco-friendly practices globally
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Episode Highlights:
Join Uwe Melichar and Evelio Mattos as they delve into sustainable packaging, debunking myths and exploring industry trends. Gain valuable insights into the complexities of designing for sustainability, including the limitations of 'paperization' and the importance of holistic approaches.
Key Insights
* Effective sustainable packaging involves more than material substitution; it requires understanding the entire lifecycle and environmental impact.
* Consumer education is crucial for making informed decisions about sustainable packaging choices.
* While 'paperization' is trending, it may not always be the most sustainable option for all applications.
* Reusable packaging systems, as seen in Europe for glass bottles, offer significant waste reduction benefits.
* The future of packaging leans towards designs that are reusable or recyclable, driving innovation in materials and waste reduction.
Connect with our guest:
Uwe Melichar: https://www.linkedin.com/in/uwe-melichar-b4ba781/
Connect with our host:
Evelio Mattos: https://www.linkedin.com/in/eveliomattos/
51 min
April 11, 2024 Michelada Mix Redesign: Capturing the Spirit of Mexico | Ep 171
Adrian Viesca is an expert and influential figure in the beverage industry, with a focus on traditional Mexican mixers. As an enthusiastic representative of Miche Mix, Adrian brings a wealth of knowledge and experience from Monterrey, Mexico. With a commitment to preserving and sharing the authentic taste of Mexico, he has been instrumental in introducing the Michelada mixer to the U.S. market. His company is revered for being the trailblazer in bottling Michelada in Mexico, expanding its reach and popularity.
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https://michemix.com
***
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***
Episode Summary:
In this flavorful episode of the podcast, Adrian Viesca from Miche Mix takes us on a tasteful journey through the essence of Mexican culture embodied in the Michelada mixer – a product that has remained a staple in Mexican beverages and is now poised to stir up the American market. As we delve into the intricate process behind the Michelada mixer's rebranding and its significance to Mexican identity, Adrian offers insights into the philosophy of celebration and festivity that the drink represents.
Adrian furnishes us with a tantalizing peek into the history and methodology behind creating Miche Mix's Michelada mixer. He emphasizes the uniqueness of the Michelada cocktail, which stands as Mexico's number one cocktail and introduces it as the "next margarita" poised for explosive popularity in the U.S. This episode not only serves a rich blend of cultural anecdotes but also provides pointers on how to prepare and personalize your Michelada experience with ease, signifying the brand's expansion from a local favorite to an international sensation.
Key Takeaways:
* Michelada is a beer-based cocktail, recognized as the number one cocktail in Mexico, traditionally consisting of beer, lime, seasoning, and chili, rather than a tomato base.
* Miche Mix has recently undergone a rebranding effort to cater to the U.S. market while still preserving its Mexican heritage and authenticity.
* The brand's packaging is designed to reflect traditional Mexican culture, using pictures of walls ("rotulos") from Mexico and textured labeling to give consumers a feel of bringing something from a Mexican home to theirs.
* The Michelada mixer from Miche Mix is entering the U.S. market with a premium glass bottle format, appealing to consumers looking for high-quality and convenience.
* An introduction of single-serve sachets is in the cards for new customers to have an easy entry point to try the Michelada mixer.
32 min
April 03, 2024 Behind the Elegance: A Deep Dive into Luxury Packaging Design | Ep 170
Learn how to design luxury packaging and what luxury packaging can mean from Vincent Villeger is a seasoned luxury packaging designer (Burberry, Givenchy, By Far, Milton Brown, and more) with a rich background in the industry.
Learn more about Vincent Villeger
Known for his refined and innovative approach to design, Villeger has made a significant mark in the world of luxury branding, particularly during his tenure at Burberry, where he led the design of fragrance packaging and more. His expertise lies in translating brand ethos into tangible products that communicate quality and confidence. Villeger is not only adept at the creative aspects of design but also deeply involved in the product development process, ensuring his concepts are realized with integrity.
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In this candid episode, listeners are given a front-row seat to the creative mind of Vincent Villeger, a master of luxury packaging design. Villeger delves into the nuances of developing designs that resonate with high-end consumers, discussing the importance of confidence, quiet luxury, and the art of problem-solving in design. The conversation offers a fascinating glimpse into the psychology of packaging and brand identity, exploring how timeless and iconic pieces are created.
The episode kicks off with Villeger opening up about his methods of maintaining creativity and staying connected to the practical side of production. He underscores the value of understanding brand uniqueness and how it factors into successful design execution. Moving from theory to practice, Villeger shares intriguing project stories, including the challenges of innovating for brands like By Far and Molton Brown.
Listeners of this episode are treated to Villeger's deep dive into the role of a designer in championing both form and function. He articulates how he navigates client expectations, aligns the design with a brand's strategic goals, and strives for designs that will remain impactful over time—eschewing fleeting trends for enduring relevance.
* Luxury design is not about shouting but about confidence and quietness that speaks to a brand's self-assured quality.
* Villeger actively involves himself in the development process post-design to ensure the end product reflects his original vision.
* The psychology of presenting design ideas is as crucial as the concepts themselves, with Villeger sharing his strategic approach to client presentations.
* Villeger's design philosophy leans towards timelessness and rejects the transient allure of trends, focusing on what will last for years on the shelves.
* Problem-solving is central to his design process, with a focus on stripping back to the essence of an idea to create something iconic and pure.
1 hr 5 min
March 18, 2024 Quoting Your Packaging, What to Expect : The Packaging Today Show | Ep 169
How much does my packaging cost is a question we hear everyday, here's why it takes so long to get pricing for your packaging and how we can get faster quotes.
Join Evelio Mattos, Adam Peek, and Cory Connors to get the inside scoop on the latest packaging industry conversations and learn how to step into the future of packaging.
What is the packaging industry missing today and what would a packaging company we launch today look like? Let's dig into how the packaging industry can evolve today to serve brands and consumers as well as protect the planet from the trash we make every day.
Connect with our hosts:
Evelio Mattos - Packaging Unboxd Podcast
https://bit.ly/PUSubs
Adam Peek - People of Packaging Podcast
https://lnkd.in/ge68rwS6
Cory Connors - Sustainable Packaging Podcast
https://lnkd.in/gzm943Wa
38 min
March 17, 2024 How to Design Packaging in Ai Like a Pro | Ep 168
This is how professional designers using Ai to generate ideas and not get overwhelmed with the Ai hype cycle
and FOMO.
Evelio Mattos is esteemed in the design industry, particularly for his innovative outlook on packaging design. Evelio has achieved recognition for his approach to integrating storytelling into branding and product development, rejecting a race towards speed in favor of quality and connection. Known for his critical view on the recent wave of AI tools in design, Evelio serves as an insightful voice, guiding both established designers and newcomers in navigating the evolving digital landscape.
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Episode Summary:
In this thought-provoking episode, Evelio Mattos dives deep into the world of design, particularly focusing on packaging, in the face of the burgeoning AI revolution. Evelio offers an unfiltered perspective on the deluge of AI-assisted creative tools that are shaking up the industry. From OpenAI's text-to-video to AI-powered packaging creation, he addresses the anxieties and misconceptions surrounding the capabilities of AI within the design spectrum.
Evelio emphasizes the critical importance of narrative and conceptual depth in design over the allure of AI's slick, fast-generated images. He discusses his approach to using AI as a tool for aiding the design process rather than allowing it to dictate the creative direction. Through an illustrative example, Evelio outlines how to harness AI effectively—to build concepts, gather inspiration, and create a unique story for a product's branding.
Key Takeaways:
AI innovation in design has created buzz, but Evelio urges a focus on quality over speed in product development and branding.
A successful design strategy incorporates storytelling and conceptual depth, areas where AI is currently limited.
Using AI as a collaborator, rather than a replacement for creative work, can enhance the conceptualization phase.
Evelio believes that understanding the project's narrative is more crucial than producing quick visual prototypes with AI.
The episode showcases the practical application of AI in designing a unique packaging concept for salsa, emphasizing the tool's supportive role.
Notable Quotes:
"90% of the shit that's out there that people are using AI to create is useless. It's just fluff."
"Without a good story, a good concept, a strong strategy, storytelling, AI is not going to build you a brand, a product that's going to outsell anybody else."
"AI hallucinates. It comes up with makes up shit more than I do. So you can't really always trust it, but it's a good way to kind of speed up your process."
"Packaging and branding and messaging from… it's not about the quality of the image, it's about the quality of the idea."
"Focus on the one that matters to you. And this is the one that makes the biggest difference. In a designer's world. Everything else is a toy."
Resources:
Connect with Evelio on LInkedIn
Engage with the intricate nuance of design in the age of AI by listening to the full episode, and gain insights from Evelio Mattos on how to remain authentically creative in a rapidly evolving field. Stay tuned for more enlightening conversations that challenge the status quo and inspire innovation.
28 min
March 15, 2024 Beyonce's Cécred Packaging & Strategy Breakdown | Ep 167
Vannett Li, Principle at Comet Chaser strategic Branding agency co-hosts this episode of Packaging Unboxd providing insights into the beauty and hair care industry.
Connect with Vannett
Episode Summary:
In this thought-provoking episode, Evelio converses with Vannett Li about the intricacies of branding within the beauty industry, specifically focusing on Beyonce’s newly launched hair care brand, Cecred. Grabbing the attention of beauty enthusiasts and marketing strategists alike, this dialogue scrutinizes the impact of celebrity endorsements and the necessity for a brand to resonate with its target audience.
The conversation begins with an exploration of the challenges and skepticism surrounding the entrance of yet another celebrity into the saturated black hair care market, alongside established brands like Tracy Ellis Ross’s Pattern and Gabrielle Union’s brand. Vannett points out the lack of a compelling narrative or genuine connection between Beyonce and the hair care line, stressing the importance of founder credibility and product efficacy in the beauty sector.
The duo continues with a critique of Cecred's product packaging and branding, challenging its ability to stand out in a competitive retail landscape and questioning its alignment with Beyonce's dynamic persona.
Key Takeaways:
Beyonce's new hair care brand, Cecred, is discussed for its branding strategy and market positioning.
The brand's messaging and alignment with Beyonce's persona are questioned, citing a lack of substance and founder credibility.
The conversation touches on the complexities of branding within the beauty industry and the need for products to meet specific hair care needs effectively.
The importance of a well-defined target audience and the role of packaging design in conveying a brand's narrative and quality are emphasized.
There is a prediction about the brand's potential rebranding or redesign within a year due to its current shortcomings.
Notable Quotes:
"If you're for everyone, you're for no one."
"The way a woman's self esteem is affected by her hair is massive. So I need this to be credible. I need this product to work. We're not f--king around."
"It's a brand that's made of a house of cards at this point, from my point of view."
"There's such a different range of hair types from the basic foundation, and then our needs are different from there."
"It's our responsibility for all of us to create a new generation of brands, to kind of move society and culture forward and change that conversation."

26 min
March 15, 2024 The Future of Smart Packaging: How Inuro is Making Packaging Reusable and Dynamic | EP 166
Start adding smart lighting to your packaging with INURU
Download the free sustainability guide HERE!
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About the Guest(s):
Marcin Ratajczak is an entrepreneur with a vision to transform the packaging industry through innovative technology. With a career that began in building cleaning services and later transitioned into technical solutions for the industry, Marcin's entrepreneurial journey has been diverse. He is the founder of Inuru, a company at the forefront of smart packaging solutions that integrate OLED technology to create dynamic and reusable packaging.
Episode Summary:
In this captivating episode, we delve into the fascinating intersection of technology and packaging with Marcin Ratajczak from Inuru. As an innovator in the field of smart packaging, Marcin shares his journey from starting his career in building cleaning services to revolutionizing the packaging industry with OLED technology. This episode provides a glimpse into the future of packaging, where light not only enhances visual appeal but also adds functional benefits like indicating product expiration.
Marcin reveals the challenges and milestones in creating sustainable, dynamic packaging solutions that can transform the customer experience. From the importance of reliable electronics in packaging to the potential applications in food safety and medical alerts, Marcin outlines the broad implications of integrating OLED lights into packages. He further discusses Inuru's mission to combine german engineering, American ingenuity, and Chinese scalability to create an unprecedented type of packaging material.
Key Takeaways:
Inuru creates smart packaging with OLED technology to make packages with dynamic and reusable surfaces, which can be reprogrammed for new products.
The integration of lighting in packaging not only transforms the aesthetic but also interacts with the environment, adding an emotional dimension to the user experience.
Current limitations include a pre-set color palette and the space requirements within the label design, with future potential for dynamic color change.
At present costs, single-digit dollar costs per label with potential to reduce to $0.05 in the future as the technology scales.
The applications for light-up labels range from luxury products enhancing the unboxing experience to critical medical packaging alerts, with a focus on reliability and recyclability.
Notable Quotes:
"A light source is not only transforming a feeling, but it is at the same time also altering the environment."
"We are currently the only company that's capable of [printing OLEDs]."
"It's all about being seen. It's all about being fun. Let's don't forget the fun aspect of packaging, right? And products."
Resources:
Website of Inuru: inuru.com
Tune in to the full episode to explore the innovative world of smart packaging and how Inuru is paving the way for a more interactive and sustainable future in the industry. Stay tuned for more enlightening content from this podcast series.
40 min
March 08, 2024 ChatGPT is Better Than MidJourney for Packaging Design. with Adey Efrem | Ep 165
Follow Adey Efrem
Connect with Evelio Mattos

Download your own FREE Sustainable Design Guide

Adey Efrem, a vanguard in the packaging design world, blends her rich experience in graphic design with groundbreaking AI technologies to redefine industry standards. With a foundational career that spans from crafting engaging social media content for eateries to leading packaging designs for behemoths like Frito-Lay and Impossible Foods, Adey has always been at the forefront of innovation. Her work, characterized by a seamless integration of creativity and technical acumen, has set new benchmarks in the use of AI for design, particularly with ChatGPT. Adey's journey is not just about designs that capture eyes but about pioneering a future where AI and human creativity create unparalleled user experiences.
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Episode Overview:
This episode unveils the transformative power of AI in packaging design through the eyes of Adey Efrem, a trailblazer who has dared to venture where few designers have. Starting with her initial foray into the world of design to her current role as a spearhead at Impossible Foods, Adey's story is a testament to the evolution of design ethos in the age of artificial intelligence.

Listeners will be captivated by how Adey harnesses ChatGPT to craft designs that are not only visually striking but deeply resonant with brand identities. This dialogue is more than just a narrative; it's a masterclass on the symbiosis between AI and traditional design methodologies. Adey shares her insights on how AI is reshaping the landscape, making it an essential toolkit for any designer aiming for the zenith of creativity and innovation.
40 min
March 04, 2024 PFAS/Cannabis Regulations/Greenwashing : Packaging Today Show | Ep164
This episode of "Packaging Unboxed" delves deep into the environmental and regulatory challenges of PFAS in packaging, with a special focus on the cannabis industry.

We uncover the complexities and misconceptions surrounding PFAS, often referred to as "forever chemicals," and their impact on sustainability efforts within the packaging sector.

Additionally, we explore the shifting landscape of cannabis packaging regulations, highlighting the critical need for adaptability and innovation in response to changing legal requirements.

Join us as we navigate the intricate balance between environmental responsibility and regulatory compliance, offering insights and solutions for packaging professionals and enthusiasts alike.

Connect with our hosts:
Evelio Mattos - Packaging Unboxd Podcast
https://bit.ly/PUSubs
Adam Peek - People of Packaging Podcast
https://lnkd.in/ge68rwS6
Cory Connors - Sustainable Packaging Podcast
https://lnkd.in/gzm943Wa
32 min
February 28, 2024 The Art of Unforgettable Packaging Design | Ep 163
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Factory-direct packaging manufacturing for established brands - IDP Direct
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From Brief to Shelf: How to Design Packaging that Makes a Lasting Impression
About the Guest(s):
Spencer is a renowned personality from Taxi Studio, where he engages as part of the leading team, currently partnering with Alex and Ryan. With a traditional start at school with a keen interest in design, Spencer transitioned through the guidance of influential mentors to pursue design at Somerset College. It's there he met his future business partners. After working in various design capacities, including a stint in London's brand consultancy scene that enriched his experience with premium brands, Spencer, along with his partners, established Taxi Studio in 2002 during the Queen's golden jubilee. Over nearly 22 years, Spencer has grown Taxi Studio while maintaining a strong friendship with his business partners, reflecting a shared depth of passion for design and creativity.
Episode Summary:
Join us in this captivating episode as we delve into the intricate world of packaging and design with Spencer from Taxi Studio. Spencer shares his journey from a budding design student guided by pivotal figures to the inception of Taxi Studio and its rise to becoming a design powerhouse. The discussion flows through the nuances of starting a design business, maintaining partnerships, and the importance of truly understanding and valuing the design process.
Spencer imparts valuable insights on the three C's crucial for business success: Capability, Chemistry, and Cost. With these touchstones, he provides a roadmap for upcoming designers and agencies seeking longevity and quality in business relationships. Alongside, Spencer unravels the complexities of successful branding for global clients and packaging design specifics - essential knowledge for anyone entrenched in or curious about the design industry.
Key Takeaways:
Recognize your Capabilities and be straightforward about what can be genuinely offered to the client.
Chemistry: Building enduring relationships with clients and within your team can dramatically impact the course of your business.
Understand your Cost; acknowledge the value brought to client organizations and price your services accordingly.
The evolution of Taxi Studio's philosophy from "fearless creativity" to "creating unforgettable" speaks volumes about responsiveness in branding.
A solid understanding of the final production processes, like can printing, underscores the significance of attention to the final details in the work.
Notable Quotes:
"You can smell a shark from a mile off, I think. But good luck to them." - Spencer on the authenticity of success stories.
"Success is…measured by the people that want to hang out with you, and not so much whether you're driving a Ferrari or your house is a mansion…" - Spencer sharing his measure of true success.
“…it infects every part of your being. When you're passionate about something, so do things you love.” - Spencer on the driving force behind passion in design.
"We add a huge amount of value to the client organizations that we work in, and we're not afraid to put a price on that." - Spencer on valuing design work.
"Design and the impact it has on the commercial world…can also completely crash a business. So we are in a position of great responsibility." - Spencer on the power and responsibility in design.
Resources:
Taxi Studio's official website
Evelio's LinkedIn
Encourage your design instincts and enhance your industry knowledge by listening to the full episode, where Spencer shares more stories and wisdom from his substantial experience in the field. Stay tuned for more enlightening dialogues and explorations into the ever-evolving world of design.
58 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.