Packaging Unboxd with Evelio Mattos

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!

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:

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? https://www.linkedin.com/in/eveliomattos/ 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."

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

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.

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."

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.

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:   / 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.

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: