Most companies don’t know how much money they’re losing with the wrong packaging.

Brands pay me six-figures to audit their packaging sizes and fulfillment process to stop those losses. Quantipack is now doing this for $40/mo!

Here’s exactly what I used to do.

First, I’d define product sizes. Actual dimensions measured by hand.
Then I’d pull order data. What’s been ordered, what combinations show up most, how they change seasonally.

Then I hit the fulfillment floor and watch the staff because this is where the truth shows up. No matter your packaging or how well thought out, the floor is where you see how it gets used.

And what you see, almost every time, is this:

The packaging system was designed once… Even if the system was designed today, it’s based on sizes decided in the 1980’s. It’s static.

But the orders that ship change every day. Every single order is different.

The people on the fulfillment line compensate for order variability.

They grab the nearest box, they default to the safe size, and they stuff it with tissue or bubble to avoid risk.

And just like that, you’re over-packaged and shipping air. Paying for more packaging than you need, and paying to ship more air than you know.

When I do this manually I spend weeks working on this, digging, auditing, reviewing, and prototyping. Quantipack now can do this instantly.

If you decide to do this for your own packaging, it isn’t about finding waste. It’s about seeing, for the first time, how wrong your packaging system actually is.

In this episode of Packaging Unboxd, Karim Nammouz breaks down exactly how this works:

• How your order data reveals the packaging you should be using

• Why most brands are overpacking more than 50% of their orders

• And how small changes in sizing can unlock massive cost and sustainability gains

There’s a moment in this conversation where the numbers hit and you realize this isn’t a design problem. It’s a math problem.

If you’re responsible for packaging, procurement, or fulfillment, you need to watch. You won’t believe how much money you’re throwing away every single day.

👉 Watch the full episode here.

Want to try it out?
Use promo code: packagingunboxd to save 10% *

*note, Packaging Unboxd makes zero money from this promo code, this is strictly to give our audience a discount to test this software. Go try it and comment how much you saved.

In CPG, there is no such thing as a “small packaging change.” A quarter-inch adjustment to a candy box triggered a six-year redesign, not because design is slow, but because packaging sits at the center of manufacturing, automation, distribution, sustainability, compliance, and cost.

Change one dimension, and you don’t just tweak a dieline. You potentially retool equipment, revalidate pallet patterns, retest shelf life, recalibrate automation speeds, adjust tamper-proofing, rethink headspace, and rework sustainability reporting.

Packaging is not the last step. It’s the system holding everything together.

In this conversation with Charlotte Ashcroft, we unpack what packaging engineering actually means inside a high-volume candy brand. It’s not just structural design, it’s material compatibility, high-speed automation (running hundreds of cartons per minute), pallet optimization to reduce trucks on the road, and designing headspace that balances product protection, line speed, and consumer perception.

Even removing a small corrugated “wing” on a retail display can impact usability, branding, and throughput. But hear how it increased sales.

We also dig into how regulations like EPR and SB 54 are fundamentally reshaping development timelines. Sustainability is no longer a marketing layer added at the end it’s an upstream constraint that influences material selection, recyclability validation, and long-term equipment decisions.

And when ingredient regulations change? That single update can cascade across hundreds of SKUs, forcing new plates, new renders, and synchronized seasonal cutovers. Are you even ready for these changes?

If you’re launching a product or redesigning one, the takeaway is clear: start with the system, not the surface.

Think about equipment, distribution environment, shelf life, and regulatory direction before you fall in love with the visual. This episode pulls back the curtain on what really happens behind “just a box of candy.”

Watch the full conversation to see how one quarter-inch became a masterclass in packaging engineering.

Every day, a new startup launches on shelf.
The packaging is good enough to stop you.
But is it good enough to make you buy?

That’s the real problem most brands and designers are trying to solve.

In the latest episode of Packaging Unboxd, I sit down with Monika Cascone, award‑winning packaging designer behind brands like Anything Butt, Rythm, Grove Collaborative, and more, to break down what actually makes packaging convert not just look good on a mood-board.

In this episode:

• The first question Monika asks every start-up

• How to lead clients without steamrolling them

• Balancing fun with functional: Making humor work

• Why standard packaging formats often win

• How to handle “I’ll know it when I see it” client feedback

• The portfolio shift that gets you hired

We have a lot of fun and we try to answer the question designers are asking today, how do I get hired in this economy?

Watch the full episode on YouTube [here]

Work with Monika: monikacascone.com

This one’s a must-watch for freelancers, in-house teams, and design students trying to break into packaging.

Most “2026 packaging trends” you’ll see right now are just Pinterest screenshots with confidence. Pretty, familiar, and already late. What actually matters next year isn’t about aesthetics, it’s about behavior, cost pressure, regulation, and shelf reality.

I spent the last year traveling through Milan, Paris, Shanghai, Singapore, New York, Los Angeles, London, and yeah even Ohio, plus a few more places here and there.

At each stop we hit up shops, agencies, and brands to discover or discuss what was burning up the retail shelves. Most examples shared are from my iPhone, the ones that aren’t are due to a bad photo. But none of these trends were chosen because they were winning awards or featured heavily on Pinterest. These are real, no bullshit trends making their way onto shelves.

These are the few signals you should already be paying attention to.

1. Small Is Becoming Status (and Not Because Brands Want It To)
Shrinkflation is forcing brands into a corner. Consumers are noticing, TikTok is brutal, and trust erodes fast when packs get smaller with no explanation.
The smart move for 2026 isn’t hiding the reduction it’s reframing it.

Smaller packs are being positioned as discipline, control, intentionality. One ritual. One serving. One moment. When done right, brands can actually charge more for less because the smaller size becomes the feature. It makes you feel like you have more control over portion size compared to a trough of Sour Patch Kids (God knows I can eat a whole bag of those).

So stop packaging smaller sizes as an apology, this is a psychological shift you can capitalize on now.

2. The Pouch Paradox Is Real (Plastic Isn’t Going Away)
Despite what trend decks say about plastic-free, plastic is about to surge again. Inflation, freight, energy costs, and margin pressure are pushing brands back toward flexible packaging, especially cheap pouches.

The design challenge isn’t avoiding plastic. It’s this:
How do you make plastic feel premium, intentional, and responsible instead of cheap? We cover this in the episode.

At the same time, a smaller group of brands that can afford next-gen materials like mycelium, molded pulp, algae films can allow the material itself to be the story. Smart brands are already running high–low systems: premium primary packaging paired with smarter refills.

There is no miracle material. There is intelligent design strategy.

3. Human Chaos vs AI Perfection
AI tools are flattening design fast. Perfect gradients. Perfect symmetry. Perfect humans that don’t exist.

Consumers feel it instantly and even if they don’t know why, they just don’t trust it.

The counter-movement showing up on shelf is what I call Human Chaos: hand-scrawled type, imperfect registration, messy overlays, texture that feels touched. But the important part is that the chaos is controlled. Information hierarchy stays clean. The mess lives in expression, not message.

If your packaging looks like it could have been generated in five seconds, shoppers assume it was.

These are just Three of the Seven trends breaking packaging right now. The full report goes deeper into:

• Packaging as artifact and sculpture

• Color engineered for six-foot shelf impact

• Soft, tech-inspired metallics in beauty

• Lab-grade, proof-driven design replacing vibe-only Gen Z packs

If you design packaging, approve packaging, or pay for packaging and want to understand what’s actually changing you should watch this full breakdown.

👉 Watch the complete 2026 Packaging Design Trends report here

Click now and I’ll even throw in an Eighth trend nobody wants you to now about.

Remember, trends don’t build brands.
Understanding why they exist does.

—
Evelio

Packaging used to only be about competing on shelf. Not anymore.

Today, it’s about how it looks on camera and Daise* Beauty is a masterclass in building packaging that earns attention.

Packaging designed to create FOMO
This episode of Packaging Unboxd breaks down how Daise* Beauty built their influencer PR box to dominate social feeds. You’ll see how structure, materials, and design layers can turn a simple unboxing into a social event and why every designer should think about packaging as media.

Separate “pretty boxes” from powerful marketing tools
Evelio shows how thoughtful print finishes, bold contrast, and high-quality board materials transform an influencer kit into something worth sharing. You’ll learn how to balance cost, impact, and storytelling so your packaging works not just looks good.

Understand how to build packaging for the camera
From backdrop branding to layered reveals, the episode teaches how to design packaging that photographs well, creates depth in video, and naturally directs the viewer’s eye.

Learn the lessons every designer and brand team can apply to their next launch.

Watch now →

Ask yourself, are you designing your next package for the shelf or for the story it tells once someone hits “record”?

Hey Unboxrs,

Ever glance at a package and want to throw your wacom tablet at it? You’re not alone. In our latest episode The Worst Mistakes I Ever Saw, the Packaging Edition, we snagged candid takes from 13 seasoned packaging designers spanning New York, London, Melbourne and beyond.

Here’s a sneak peek at the mistakes that still make seasoned pros grind their teeth…

1. Playing It Safe Equals Being Invisible

Ever grab a lotion in a banal tube or a cookie in a nondescript pouch? Chris Wilson and Hernán Braberman call this the "safe-route" trap and it’s costing brands big on shelf. If your pack looks like every other, consumers don’t even notice.

2. Brand Architecture on Thin Ice

Sarah Williams and Rich Robinson expose a ghost problem: lack of system. One-off SKUs stacked without structure = a brand identity that crumbles faster than a dry cracker. Systems make brands slick.

3. Those “Cool” Designs That Don’t Play Nice IRL

Anna Ison hates low contrast (yes, yellow-on-white is still a crime). Brandon Bennett warns about gradients that die mid-print. Chad Michaelson calls BS on AI art that’s soulless and generic. Watching these fails in action is chef's kiss in a cringe-worthy way.

4. Say Less, Say Smarter

Martin Widdowfield and Jennie Potts remind us: clutter kills clarity. If your pack has 10 claims in 6 languages, readers say “nah.” Clean it, clarify it, and amplify what matters.

5. Sustainability: More Than Brown Paper Bags

Caroline Cox serves a truth bomb: eco packaging doesn’t have to be beige and boring. Humane functionality and luxury can coexist, if you push your creative partners to work smarter.

Want to join designers in collective eye-rolling and actual aha moments? Watch the full episode, feel validated, inspired, and maybe take notes for your next dieline.

Watch now, click here.

Your Turn

Which mistake has you facepalming? Sharing is caring and sometimes therapeutic. Drop your most memorable packaging flop in the comments. I’ll feature the wildest ones in our next newsletter.

Stay sharp (and readable),

Evelio @ Packaging Unboxd let’s connect on Linkedn

Extended Producer Responsibility (EPR) is here. And it’s not just a buzzword. It’s a paperwork-packed, fee-laden, potentially brand-saving (or breaking) policy tornado aimed straight at your packaging department. You in packaging? Congrats. You just got voluntold to care.

Let’s break it down…

🚨 What even is EPR?

EPR stands for Extended Producer Responsibility — which sounds like a corporate HR thing but is actually a sustainability law on a mission. The TL;DR: instead of letting consumers (aka all of us who pretend to understand the recycling triangle) bear the recycling burden, it now shifts that burden back to you, the brand, the producer, the maker of all things shiny and wrapped.

💡 Translation: You make it? You pay for it. Literally.

💣 Hot Take: This isn’t just about plastics.

Nope, it’s not an anti-plastic witch hunt. It’s about improving packaging design to actually be recyclable. That means...

• Multi-material nightmare pouches? Bad.

• Monomaterial containers? Chef’s kiss.

• Clear PET? Futureproof.

• Green PET? Sorry, you’re the new Blockbuster.

EPR doesn't say “don’t use plastic.” It says “use better materials... or pay up.”

🧠 The Smart Brand Checklist (That Most of You Are Ignoring)

We asked Liz Morris, packaging whisperer at Anthesis, to spill the recyclable tea. Here’s what she says smart brands are doing:

1. Tracking Every Damn Component
   Yes, even glue dots. Even foil. Even magnets. You want to reduce your EPR bill? Know your BOM down to the gram.

2. Ask: Would a Consumer Rip This Off Before Recycling?
   If not, count it as one material. Labels, foil, all of it.

3. Beware the Multi-Material Monster
   Laminated pouch with aluminum, LDPE, EVOH? You’re reporting it as a multilayer material. You don’t get points for complexity — you get fees.

📦 Who Pays? The Real Producer Problem

A juicy twist: who’s legally responsible depends on who’s calling the packaging shots. Liz gave us the real tea:

• If you’re a brand telling a manufacturer what to make → you’re the producer.

• If you’re just bulk-ordering stock bags with your logo → maybe not.

• But wait! Colorado vs Oregon vs California? 🌀 It’s a choose-your-own-adventure nightmare. B2B sometimes counts. Sometimes not. Depends on the state. 🤷‍♀️

🤑 So… How Bad Can the Fees Get?

“Is there a cap?”
“Nope.”
Cue CPG brands crying in recyclable tissue paper.

Early numbers out of Oregon show fees coming in higher than expected. Why? Less weight reported than anticipated. Fewer brands registered. You know, the usual early adopter chaos.

💸 Expect sticker shock. But also expect rebates for playing the game well — stuff like Lifecycle Assessments (LCA)can save you serious coin (up to $200K in Oregon).

Bonus points if you run an LCA and actually change your packaging. They call that “Bonus B”... yes, that’s real.

🧨 What You Should Be Doing NOW

Before the regulatory anvil drops on your product line:

• Audit your packaging BOMs. Like, now.

• Call your manufacturers. Ask dumb questions before you get dumb fees.

• Rip apart your packaging. Seriously. Weigh it. Know it.

• Register even if you’re unsure. No penalty for registering, but there’s pain in non-compliance.

And if you're lost in the weeds, talk to consultants like Liz before you talk to your lawyer. (Then talk to your lawyer anyway.)

🥇 TL;DR: EPR = Pay Now or Pay Later

EPR is like the flossing of packaging compliance. Not fun. Not flashy. But ignore it, and you’re bleeding cash.

This isn’t about being eco. It’s about being smart.

And the smartest brands? They’re already redesigning for recyclability, ditching pigments in plastics, swapping magnets for clever folds, and racking up LCA bonus points before the competition even logs in.

🧠 Wanna win at EPR?
Start asking better questions.
And stop pretending the foil stamp doesn’t count.

Need help with this? DM us. Or call Liz. Or go scream into your SKU sheets. Either way, the time to act is now. Because the next invoice might come with a side of regulatory regret.

👕 Oh, and shoutout to “Can We Solve It?” — if you stump us, you get a shirt. No magnets, we promise.

Hey substackers,

You probably can’t remember where you heard it first, or really if you even ever heard that: recycled = sustainable.

But it’s something that makes perfect sense. Right?

In this week’s Packaging Unboxd episode, I sat down with Metsä Board’s Nate Pajka head of Sustainability and what I learned kind of flipped my thinking. Maybe just a little, but it definitely will have me asking more questions in the future. I even had to ask the question no one wants to ask out loud: “Are we sure recycled board is actually better?” And honestly, the answer surprised me more than I thought it would.

Here’s one reason: recycled board is weaker. Every time paper is recycled, the fibers break down and get shorter and flimsier. We all know that, but then we miss the second part of this which is it requires more material to achieve the same strength as virgin. To get the same strength as virgin board, you need more recycled material, meaning your packaging gets thicker and heavier. Sounds minor, right? But that weight means higher emissions during transport, higher emissions at end-of-life, and more material per unit, which adds up fast. It’s like paying an eco-tax in shipping and pretending it's still sustainable.

Then there's energy. Virgin fiber mills like Metsä’s are using renewable biomass from forest scraps to run 90% fossil-free. Meanwhile, recycled board mills are still burning a lot of fossil fuels to process dirty, mixed material. On paper, recycled sounds greener. In practice, it can have a bigger climate footprint than virgin board. That’s the last thing I thought I would ever type out, but it kind of makes sense. Maybe we (I) just didn’t want to see it that way.

We also get into the real stuff brands should be asking—like how materials are sourced, who owns the forests, and whether your supplier can trace raw material back to the actual forest plot. We get way past “Is it recyclable?” This episode might make you a little angry (in a good way), because it challenges the simplified, recycled-good / virgin-bad narrative. But it’ll also make you smarter, and maybe even save you from getting hit with those EPR fees next year.

Bonus, I ask one of the stupidest questions I’ve been wanting to ask about carbon for a long time. The answer actually made me feel a little better, want to skip to this? It;s the last question I ask.

Go watch the episode and let me know if it messed with your head a little too.

Watch the packaging trends for 2025 before it’s over!

• Sustainable design isn’t a trend—it’s a performance-driven solution. With Woamy’s cellulose-based foam, the focus is on solving real business problems: replacing hard-to-recycle plastic while enhancing load-bearing capabilities, protection, and aesthetic flexibility.

• Structure is storytelling. The foam's directional strength allows designers to tailor protection exactly where it’s needed. By layering soft and strong boards, brands can ensure not only safe shipping—but also visually compelling unboxing moments that align with high-end brand narratives.

• Packaging should lead the customer, not follow the category. From custom embossing to naturally dyed colors, Woamy gives brands the freedom to extend their identity across touchpoints—guiding users from shelf to unboxing with a consistent, sustainable message

Every time you design packaging that ends up in a landfill because of poor deign, bad material choices, or worse the client’s budget, it’s not a design flaw, it’s a liability.

That’s why the team at Woamy developed a bio-based foam that’s over 90% air, yet strong enough to protect luxury goods. It mimics the strength of wood while staying soft where it needs to be, and it breaks down cleanly if it escapes the recycling stream. The kicker? It can even be embossed or colored to match your brand aesthetic.

One thing I loved about this material is the hand feel, super soft almost velvety to the touch and with enough structural integrity to protect small jewelry to massive electronics.

In this episode I (Evelio Mattos) get to dive into the real-world application of circular design: how to replace plastic without compromising performance, why density matters in foam-based packaging, and what it takes to scale a material innovation out of Finland.

Whether you’re an eco-warrior brand or just looking for a smarter way to ship, this conversation arms you with the knowledge to start rethinking what your packaging could be.

Designing for culture? One wrong move, and you're the next Dragon’s Den disaster.
Just ask Simu Liu and that viral boba tea backlash, this space is high-stakes, and most brands have no clue where the line is.

Get it wrong, and your product becomes a TikTok takedown. But get it right, and you’ve got a brand that resonates across aisles, feeds nostalgia, and drives conversion before anyone’s even read your label.

That’s the tightrope Victor Guardiola, co-founder of Bawi Agua Fresca, walks and in this episode of Packaging Unboxd, he teaches you how not to fall off.

First, you’ll learn why diverse design teams aren't just a moral checkbox they’re a strategic advantage. Victor’s story kicks off with a big, bold NOPE to a design agency whose idea of “Mexican-inspired” looked more like spring break in Cancun.

The takeaway? If your design team doesn’t understand the culture, your packaging’s going to look like a stereotype wearing a sombrero. Find creatives who live the culture. That’s lesson one.

Then we move into the gritty reality of launching physical product testing, polling, refining. Victor breaks down how he turned his Instagram feed into a live focus group, leveraging A/B visuals and consumer data to refine Bawi’s look. The big gem here? You don’t need fancy tools. You need scrappy testing and real feedback. This isn’t about designing what you like it’s about what moves off the shelf when you’re not in the room.

But here’s the kicker, the piece you’re going to think about all week: designing cultural packaging isn’t about looking the part it’s about being seen by the people who made that culture matter in the first place. Victor lays out how Bawi was crafted to be legible and lovable to both Hispanic and non-Hispanic consumers. It’s high-contrast, fruit-forward, and culturally rich without needing to explain itself. The goal isn’t to educate everyone. It’s to connect with everyone, and that’s the real design challenge.

If you're building a brand rooted in your heritage, or designing packaging that touches cultural stories, this episode isn't optional it’s essential. And if you still think "La Piña" is just another flavor? You're not ready for retail.

• Packaging is more than aesthetics—it’s a strategy. Your design needs to solve business problems, whether that’s making an unknown product visible or modernizing a legacy brand without losing its identity.

• Shelf visibility is everything. Bold colors, large typography, and clear differentiation help products stand out, especially in crowded or hard-to-find retail spaces like the freezer aisle.

• Guide your customers to your product. Sometimes packaging alone isn’t enough—smart brands extend their design strategy to signage, messaging, and marketing to lead consumers to where they need to go.

If your packaging isn’t doing the heavy lifting, your product might as well be invisible. That’s exactly what Chase Design Group tackled when redesigning two very different brands—Dorot Gardens, a frozen herb brand struggling to be noticed, and Tombstone Pizza, a classic that needed a refresh without losing its bold personality. The takeaway? Whether you’re launching a new product or rebranding an existing one, design isn’t just about looking good—it’s about solving business problems.

Dorot Gardens had a major challenge: there wasn’t a real category for frozen herbs in grocery stores, meaning consumers didn’t even know to look for it. Chase Design Group had to create visibility where none existed. Their solution? High-contrast colors, large typography, and clear product differentiation so customers could actually tell what they were buying (because let’s be honest, no one wants to accidentally drop frozen garlic into their tea instead of ginger). They also extended the design strategy beyond the packaging, helping the brand create signage and messaging that directed shoppers from the fresh herb section to the freezer.

On the other hand, Tombstone Pizza had plenty of recognition, but its design was starting to feel more "forgotten relic" than "bold, classic favorite." The challenge was modernizing the look while keeping the edge that made Tombstone stand out in the first place. The key here was knowing what to keep and what to evolve—something every brand should think about when considering a redesign. Chase Design Group kept the strong, no-nonsense attitude but refined the typography and color blocking to make the brand pop while staying true to its roots.

The biggest lesson? Packaging isn’t just a pretty face—it’s a strategy. It tells consumers what they need to know in seconds, and when done right, it can transform an overlooked product into a category leader. Whether you’re a designer or an entrepreneur, the key is thinking beyond the box (literally) and designing with the entire customer journey in mind. Because if people can’t find your product—or worse, don’t even realize they need it—you’re already losing.

2025 Packaging Trends: Embracing AI, Sustainability, and New Aesthetics

The world of packaging design is on the cusp of a transformative change. As we approach 2025, the industry is bracing itself for significant shifts driven by artificial intelligence, a heightened focus on sustainability, and the evolving preferences of the Gen Z demographic. In this article, we delve into these burgeoning trends and explore how designers and brands can leverage them to create impactful, future-ready packaging.

Key Takeaways

• AI as a Tool, Not a Threat: While AI technologies continue to evolve, they are best used as supportive tools for designers, rather than replacements.

• Regenerative and Soluble Packaging: The future of packaging lies in not only minimizing harm but actively repairing the planet through innovative materials and designs.

• Breaking Stereotypes in Design: Understanding and moving beyond the Gen Z aesthetic cliches to create unique and authentic brand experiences will be crucial.

Packaging Resources

Get the Free Packitecture book outlining the most popular packaging structures today.

Define Sustainable Packaging Strategies with Specright’s eBook

Book a Trayak demo for on-demand LCA’s!

AI in Packaging: A New Frontier

The Role of AI in Design

The incorporation of AI into packaging design is one of the pivotal topics discussed by industry leaders, such as Al Gilbody. The apprehension surrounding AI potentially replacing human designers is prevalent. Gilbody addresses these concerns by suggesting that "AI is not replacing traditional designers, but just becoming another tool in the toolbox." He emphasizes that AI lacks the capability to replicate the emotional and narrative-driven elements of design that human designers excel at. The true potential of AI thus lies in its ability to augment, rather than replace, human creativity.

The broader implications of AI in packaging are profound. By leveraging AI as a supportive tool, designers can streamline their processes, gaining insights from large language models while maintaining the unique storytelling that differentiates brands. As we move forward, the integration of AI into design workflows will redefine creativity and innovation in packaging, creating a harmonious blend of technology and human ingenuity.

Sustainable and Innovative Packaging Solutions

Regenerative & Soluble Packaging

One of the most groundbreaking trends in packaging is the shift towards regenerative design—a concept championed by Guillermo Dufranc. He challenges the conventional approach of merely reducing damage, proposing that packaging should aim to "give more than it takes." This innovative mindset reimagines packaging as a contributor to environmental health, with materials that promote reforestation or enrich the soil.

Complementing this idea, Juan Campdera from Aktiva highlights the rise of soluble packaging. This innovation "dissolves in water leaving no residues" and is particularly promising for eco-conscious brands looking to drastically reduce waste and carbon footprints. With projections indicating that soluble packaging could grow significantly by 2031, its potential to transform industries, particularly in beauty and personal care, cannot be overstated.

In the broader context, these sustainable innovations signal a shift towards a more environmentally responsible packaging ethos. By aligning with these trends, brands can enhance their eco-friendly credentials, appealing to an increasingly conscious consumer base and contributing meaningfully to planetary health.

Evolving Aesthetics: Beyond Gen Z Stereotypes

Designing for Authenticity

As packaging design continues to evolve, the Gen Z aesthetic is undergoing a significant transformation. Fred Hart, an independent brand consultant, points out the limitations of relying on clichés, such as "lots of color, interesting combinations, unique typography," which are becoming less effective. Instead, there is a growing emphasis on understanding audiences deeply and crafting designs that are authentic and aligned with their true preferences.

This paradigm shift offers promising opportunities for brands willing to push boundaries and explore new aesthetics. Companies like Liquid Death and Skims have successfully deviated from stereotypical Gen Z designs, offering compelling narratives and distinctive branding. The potential impact of unique, deeply resonant design is profound, as it fosters stronger connections with consumers and sets brands apart in a crowded market.

In embracing this new design frontier, brands and designers can create packaging that not only captures attention but also resonates on a deeper level, building lasting relationships with their target audiences.

Redefining the Future of Packaging

The future of packaging design is undeniably exciting, as it promises a blend of technological, environmental, and aesthetic advancements. AI will continue to serve as a powerful tool that complements human creativity, enabling more efficient and inspired design processes. Simultaneously, the commitment to sustainability through regenerative and soluble packaging solutions will redefine what it means to be eco-friendly.

Additionally, the evolution of design aesthetics beyond Gen Z stereotypes heralds a new era of authenticity and creativity in packaging. Brands that embrace these changes are poised to thrive in 2025 and beyond, as consumers gravitate towards products that are not only innovative but also meaningful and aligned with their values. This is a pivotal moment for the industry, offering abundant opportunities for those ready to lead the charge towards a more sustainable, inclusive, and imaginative future.

Designers in this episode include:

Simon Forster of Robot-Food
Anna Ison of Auros Design
Gene Portnoy of Work & Company
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

Key Takeaways:

• Market Dynamics: EPR policies are reshaping the economics of packaging, influencing material choices and pricing strategies for manufacturers and impacting consumers.

• Sustainable Innovation: There is potential for EPR to drive innovations in sustainable packaging materials, though its true impact remains uncertain and debated.

• Complex Challenges: Implementation and adaptation issues, particularly for longstanding and large-scale brands, highlight the complexity and cost involved in complying with EPR regulations.

Understanding Extended Producer Responsibility (EPR) and Its Market Impact

Extended Producer Responsibility (EPR) initiatives are significantly altering the packaging landscape, with states like Oregon and Colorado leading the charge in the U.S. As discussed by Evelio Mattos and Adam Peek during their packaging podcast, EPR's implications are nuanced and far-reaching.

Evelio mentioned, "If I can make a choice, this material or another, what's it gonna cost me?" emphasizing the importance of cost considerations in material selection.

EPR policies mandate that producers cover the recycling costs of their packaging, creating a substantial shift in market dynamics. For instance, pricing for everyday items like milk might increase significantly beyond the EPR fees due to the layered complexity of supply chains — potentially up to 12-50 cents more per gallon.

As these fees vary from state to state, companies face a byzantine landscape of regulations that could alter pricing structures and operational models. This forces canny analysis: should a business absorb these costs, pass them to consumers, or innovate towards cheaper, compliant materials?

The true challenge lies not just in adopting new materials but also in overhauling long-existing systems. Imagine a century-old brewery switching from glass to aluminum — it's an expensive, time-consuming undertaking.

In a bold analysis, Adam remarks, "Cross our fingers that these policies get overturned" — an expression of the industry’s cautious hope for regulatory refinement.

The Sustainability Spectrum: Promise vs. Practice

EPR is often touted as a means to ensure environmentally sustainable practices by compelling producers to design their packaging with recyclability and environmental impact in mind. This thematic undertone was prevalent throughout Evelio and Adam's conversation.

Adam insightfully comments, “The bright side is that it will level the playing field for sustainable materials," underscoring the believed potential of EPR to boost eco-friendly innovations.

But this idealistic vision faces skepticism. There's an overt concern that manufacturers might opt for cheaper, less sustainable options to dodge hefty fees, counteracting EPR's sustainability goals.

Real-world feedback amplifies the complexity. For example, switching to packaging with minimal EPR fees could inadvertently increase carbon footprints or packaging waste, as shifted materials might lack established recycling streams.

There is also uncertainty about whether the redirected EPR fees will efficaciously bolster infrastructure enhancements for recycling. Adam's skepticism is a case in point: "All this money is going to go into this big government pool… it's just going to dissolve into the bureaucracy."

This palpable tension between theoretical benefit and tangible application reveals a crucial discourse on the actual sustainability impact of EPR mandates.

Navigating Design and Manufacturing Amidst EPR Policies

As packaging evolves, the convergence of design, material science, and regulation become increasingly complex. This was a recurring topic in the discussion between Evelio and Adam, who systematically analyzed how EPR might compel these sectors to adapt.

"Designers and manufacturers," Adam argues, "are disincentivized to have that conversation," speaking to the potential clash of interests that might inhibit truthful dialogues about costs and compliance.

The transition towards compliance is costly, requiring new technologies, regulatory approval processes, and testing before retooling entire production lines. The stakes for redesign are high, as missteps can result in massive sunk costs and market share losses.

Furthermore, as Evelio indicates, possessing comprehensive market intelligence is vital. “It's up to you to then go and talk to the fillers, go talk to manufacturers," suggesting that aligning all elements of the supply chain is critical for seamless adaptation to EPR.

Balancing innovation with regulatory compliance, cost efficiency, and product integrity is a delicate orchestration. It underscores the need for synergy among designers, manufacturers, and policymakers to chart a feasible path forward.

The conversation between Evelio Mattos and Adam Peek takes listeners through the multifaceted landscape of modern packaging under the influence of EPR policies. As brands navigate these changes, potential industry shifts seem both inevitable and uncertain. They highlight the need for informed decision-making and proactive engagement with the evolving regulatory environment to foster sustainably-minded, economically viable packaging solutions for the coming years.

Move over Jeopardy! and Wheel of Fortune, there’s a new gameshow in town—Name That Pack!

This isn’t your average trivia night; it’s a high-energy showdown where designers and engineers flex their packaging knowledge to compete for the ultimate title of Packaging Genius.

Here’s how it works:

• Round 1: Show Me the Pack – Contestants identify packaging designs stripped of branding and logos. Think you’d recognize that iconic box without its name?

• Round 2: Describe That Pack – The stakes rise as contestants decipher packaging terms and materials under pressure. From blister packs to folding cartons, it’s a rapid-fire sprint to glory.

• Double or Nothing Finale: One final high-stakes question decides it all. Will they seal the deal or fold under pressure?

Key Takeaways for Designers and Engineers:

1. Visual Cues Matter: Learn how subtle design elements like shapes and materials make packaging instantly recognizable.

2. Master Your Terminology: Engineers, test your packaging vocabulary—because your clients will expect it.

3. Think Beyond Aesthetics: Packaging is more than pretty designs—it’s functionality, sustainability, and storytelling.

Name That Pack isn’t just fun to watch—it’s packed (pun intended) with tips and insights for professionals at every level.

Ready to play along? Watch the full episode here.

Think you can do better?

DM Evelio Mattos on LinkedIn for your chance to compete in the next round. Step up and show off your packaging prowess—you might just be the next corrugated champion!

Rethinking Recycling: Challenges, Innovations, and Global Impacts

Recycling is a hot topic. From John Stossel's controversial takes to Elon Musk's provocative comments, the dialogue around what really works in recycling is heated and multifaceted. This dissection unpacks core themes discussed in a spirited debate among experts in the field of sustainable packaging. By providing an engaging exploration of obstacles, breakthroughs, and global considerations, this piece offers a fresh perspective on how we manage waste and strive towards sustainability in packaging and product design.

Key Takeaways

• Efficient recycling depends on economic viability and a unified approach at a national level.

• Public perception and responsibility play critical roles in recycling efficacy.

• Technological advancements and policy reforms offer potential solutions to today’s recycling challenges.

The Economic Dynamics of Recycling: Costs Over Benefits?

Recycling is often seen as a basic civic duty, yet its financial reality can be counterproductive. As Evelio Mattos observes in the discussion, "There's no value in recycling if it costs more to recycle it than it does to create virgin." This sentiment reveals fundamental economic barriers. The reality is that many recycled materials, particularly plastics, incur higher costs in collection, processing, and refinement compared to alternatives generated from raw, virgin materials.

The intricacy lies in subsidies. As Adam Peek remarks, "If we can create the economic incentives…then that I think is positive." The problem is that these subsidies, much like controversial agricultural ones, do not guarantee sustainability. They require taxpayer funding and can inadvertently burden consumers with higher costs. This disconnect illustrates a central challenge: aligning economic incentives with ecological vitality. State-level programs and inconsistent policies further complicate standardized incentives and undermine broader recycling success.

Looking forward, this economic dimension demands innovation. Extended Producer Responsibility (EPR) schemes promise reform by holding manufacturers accountable for post-consumer waste, shifting some financial responsibilities away from consumers. However, the execution and regulation of EPRs are crucial and fraught with precedent — as seen when Adam Peek recounted Colorado's misallocation of cannabis tax funds meant for education. Ensuring transparency and accountability in new systems remains a persistent and crucial challenge.

Public Perception and Participation: The Unseen Engine

Public engagement is a transformative force in any recycling initiative. However, Cory Connors warns of the adverse effects "gotcha journalism" can have, leading individuals to say, "I'm not picking up your trash," echoing incidents of trash collector strikes where tangible waste accumulation reveals societal refuse burdens. Evelio Mattos underscores that the lack of direct consumer incentives for recycling breeds complacency. As seen in urban dynamics, out-of-sight, out-of-mind mentalities foster neglect at the individual level, prompting challenges in effective recycling workflows.

Education is paramount. By understanding the value of recycling and its impact on overburdened global communities, today's user-centric model can shift towards a stewardship mindset. Evolving past incentives-driven consumer habits, like paid bottle return schemes, empowers sustainable action. As Peek notes, direct financial motivation effectively aligns consumer behavior with environmental goals, albeit inconsistently applied across municipalities. Public debris scrutiny during collection lulls or strikes could provoke introspection and reform.

More so, technological engagement — such as through QR codes and digital sorting apps — represents untapped potential. By demystifying recycling processes via technology, governments and NGOs can simultaneously improve user engagement and sorting accuracy. Community initiatives like curbside awareness programs or cross-industry partnerships could also bolster consumer participation and systemic viability.

Technological and Policy Innovations: Charting the Way Forward

Emerging technologies and harmonized policies are vital in addressing and advancing recycling systems' efficacy. Mention of AI-driven sorting technologies by Cory Connors shines a spotlight on exciting advancements in material processing. These innovations promise breakthroughs in streamlining operations and maximizing resource recovery rates. However, proper implementation and integration are complex and contingent upon supportive infrastructure and funding.

Standardization remains a glaring need. Connors highlights the staggeringly intricate recycling landscape: "There's 26,800 different recycling schemes in America." Fragmentation like this inhibits comprehensive solutions and impedes the efficacy of technological innovations and policy reforms. Creating harmonized recycling standards and practices nationwide would significantly reduce consumer confusion, instigate corporate compliance, and encourage technological investments.

The introduction of EPR programs attempts to balance this, aiming to hold producers accountable and internalize recycling costs in product pricing structures. Restructuring incentives within corporates and communities can drive broad adoption while fostering innovation. However, as the dialogue warns, caution is required to ensure that financial inflows genuinely target system enhancements rather than diffuse through bureaucratic inefficiencies.

A multi-pronged approach marks today’s conversations around recycling — a pressing, symbiotic relationship between economics, public engagement, and innovative solutions. The dialogue highlights the complexity of revising current models, advocating for nuanced solutions that address economic realities and incentivize meaningful public and corporate engagement. While challenges are manifold, technological strides and regulatory reform promise paths to enhanced sustainability and collective responsibility.

Key Takeaways

• Understanding Costco's Unique Model: Unpack how packaging plays a crucial role in navigating Costco's strict requirements and consumer behaviors.

• Product Versus Brand Importance: Learn why Costco emphasizes product features and value statements over brand visibility.

• Innovations in Plastic-Free Packaging: Explore the rise of sustainable packaging trends in health and beauty sections within Costco.

Mapping the Warehouse Retail Landscape: Earning a Spot on Costco's Floor

Costco's retail landscape is as distinctive as it is complex. The discussion in the transcript highlights the meticulously crafted strategy required for any brand seeking to earn a spot on Costco's coveted floor. Unlike traditional retailers like Walmart or Target, Costco imposes unique challenges and expectations on its suppliers.

Michael Carrier, a seasoned expert in retail packaging, summarizes the selling process: "You have to earn how many you can get on that pallet. Every department's different… Costco is all about you get a pallet on the floor, how quick is it gone?" This underscores the intense focus on sell-through rates and the importance of rapid product turnover.

The process begins with a test program where brands must prove their potential to perform. "Initial programs, start programs, we're usually starting a lot smaller… earn the right to see that sell-through," Carrier explains. This phase not only accentuates the importance of strategic inventory management but also reflects Costco's treasure hunt shopping ethic, where consumers enter the store expecting surprise finds rather than specific items. Brands, therefore, must carefully tailor their strategies to align with this unique retail experience.

Humanizing Packaging: Navigating Through Product Visibility and Brand Presence

Packaging strategies at Costco pivot around excellent product visibility over mere brand recognition. Costco's retail environment, characterized by its 4,000 SKUs as opposed to Walmart's 120,000, demands that products communicate their value effectively and quickly.

"Product over brand," as Carrier and Joe Barriger put it, defines this approach. With the emphasis on convincing buyers, everything must be visible in "five seconds in five feet," detailed by Michael Carrier: "Product is and why the member wants it, the value that is compelling that member as they're beelining to the rotisserie chicken to stop and say I need that."

Examples like the Dionys goat milk-based hand cream illustrate how effective packaging highlights unique product features. The absence of overwhelming brand presence showcases the focus on product benefits and qualities that catch the consumer's eye during their hunt. The strategic utilization of display units and effective use of tray lips further augments visibility and appeal, as mentioned by Joe Barriger. This alignment between product and packaging speaks to both the consumer’s needs and the retailer's operational requirements, ensuring the prominence and effectiveness of the products on the Costco floor.

Innovations in Sustainable Packaging: Plastic-Free and Beyond

The trend towards eliminating plastic usage is emerging strong, especially in the health and beauty sectors. Joe Barriger highlights this change: "The plastic-free trend is only going to increase," reflecting a broader shift towards environmentally conscious consumer behavior and legislative expectations.

Innovative solutions like the fifth panel box, as seen in the Sunbum product line, offer brands opportunities to reduce plastic without sacrificing product visibility or consumer engagement. For instance, "EOS has been doing a great job getting out new innovative plastic-free designs into that trap card style," Michael Carrier emphasizes. These solutions both cater to the growing consumer demand for eco-friendly products and satisfy Costco’s requirements for efficient, high-visibility packaging.

This push not only addresses environmental concerns but also presents logistical improvements by integrating more sustainable materials into established shipping and display systems. Establishing automated systems for labor-intensive packaging aligns with operational efficiencies sought by both manufacturers and retailers. The broader impact can fundamentally shift manufacturing paradigms and possibly influence other big box retailers to implement similar sustainable practices.

A Retail Strategy Built on Tactical Flexibility and Consumer Transparency

Exploring success within Costco requires navigating an intricate matrix of consumer expectations, retailer demands, and sustainable practices. Brands must fundamentally reimagine their packaging to communicate swiftly and clearly in an environment that prizes product visibility over brand dominance.

Michael Carrier's insights underscore the journey of "earning your spot" in Costco, where strategic adjustments can guide lasting brand success. The balance of maintaining competitive advantage and innovating within sustainable frameworks as echoed by Joe Barriger's views on plastic-free advancements captures the evolving landscape of retail packaging.

Retail professionals can harness these principles to anticipate market shifts and consumer trends, crafting a more resilient and adaptive strategy not just for Costco but across the broader retail spectrum. Here lies the essential playbook for thriving in today's dynamic and challenging retail world.

Key Takeaways

• Notpla harnesses the potential of seaweed-based packaging to redefine sustainability, offering an edible and fully biodegradable solution.

• CEO Pierre Paslier reveals the journey from initial prototypes to commercial viability, highlighting the challenges and innovations involved.

• Notpla's mission extends beyond individual products, aiming to reform the industry standard with its eco-friendly materials.

Note: this Packaging Unboxd episode was recorded before the NOTPLA team won the earthshot prize for innovation which included millions in funding and production commitments. This is a glimpse into a growing brand before it hit big.

The Emergence of Seaweed-Based Packaging by Notpla

In an era where sustainable alternatives are more than a mere trend, Notpla has emerged as a frontrunner by pioneering seaweed-based packaging solutions. Founded by Pierre Paslier and Rodrigo Garcia Gonzalez, the company's mission is to eliminate single-use plastic. The belief is simple yet profound: "If you can eat it, nature can eat it," says Paslier. This ethos not only underpins the design of their product, Ooho!—an edible packaging solution—but also aims to shift consumer perceptions toward biodegradable materials.

The founders' journey began humbly in a kitchen, experimenting with seaweed extracts and other natural ingredients. As Paslier explains, their initial experiments were inspired by culinary techniques like the spherification used to create fake caviar. This DIY experimentation was essential, as they sought to mimic natural forms like fruit, which have proven their functionality over millennia. The resulting seaweed-based gels encapsulate liquids effectively, offering an innovative alternative to conventional bioplastics and traditional packaging. This transition from academic curiosity to a commercial product represents a significant breakthrough in packaging technology.

Strategic Development: Scaling Production with Localized Manufacturing

The path from a kitchen experiment to scalable production was fraught with challenges and learning curves. The Notpla team learned "the hard way," Paslier admits, explaining how they transitioned into a business without formal business knowledge. Their passion drove them to master the nuances of production and distribution eventually leading to a more sophisticated operation involving chemists and chemical engineers.

Key to their growth was a successful crowdfunding campaign that raised £850,000 in just three days, proving widespread consumer interest and commitment to sustainable practices. This democratic funding highlighted the masses' desire for environmentally-responsible packaging solutions and allowed Notpla to expand its operations. The localized manufacturing approach, using smaller, strategic hubs rather than massive global factories, ensures the product remains fresh and usable—crucial for an edibly sustainable product like Ooho!

Paslier highlights the merit of small-scale, local production: "We built our own machines and developed a proposition that would be really like bringing both the enabling equipment and the material for people to start packaging." By maintaining production hubs close to the point of sale, Notpla optimizes the shelf life and quality of its products amid global distribution challenges. This innovative approach positions them as a leader in eco-conscious manufacturing.

Diversification and Impact: Beyond Liquid Packaging

Expanding beyond their original creation, Notpla has also ventured into coatings and films. Their seaweed-based coating serves as a "completely natural way to add functionality" to cardboard, providing a moisture barrier without the synthetic additives that complicate biodegradability. This application is particularly relevant for the foodservice industry, where greasy and watery foods demand effective packaging that aligns with sustainable values.

The product's development underscores Notpla's adaptability and commitment to addressing diverse industry needs. Although fruits have set a precedent for natural packaging, Notpla innovatively applies nature's principles to new forms by also offering heat-sealable films that work well for dry products like rice and pasta. Paslier explains, "We can make it into water-soluble films that dissolve in hot or cold water… perfect for detergent pods."

PACKAGING TODAY EVERY MONDAY

Add Packaging Today to your weekly schedule of packaging NEWS Live every Monday morning at 7:30am, ask your questions, offer your solutions, and join the growing community every Monday morning.

Ultimately, seaweed's natural properties enable a plethora of applications. By addressing environmental issues like traditional single-use packaging, Notpla is not only responding to today's ecological crises but also preparing industries for more sustainable futures. They challenge long-standing manufacturing orthodoxies, seeking partnerships that value environmental integrity over cost-cutting convenience.

The Unfolding Potential of Seaweed-Based Innovations

Notpla's pioneering work in sustainable packaging is not just rewriting the rules of material science; it's rewriting expectations for how businesses consider life-cycle impacts. By turning to nature and mimicking its patterns within packaging solutions, they challenge assumptions about what is possible in an industry persistently plagued by environmental concerns.

Their commitment goes beyond providing a product—it encompasses an entire philosophy that redefines how packaging is perceived and utilized. The potential applications are extensive, and Paslier is optimistic about what the future holds: "With a lot of natural alternatives, we are starting at the very beginning of that journey. I’m quite excited to see how far we're going to get."

Notpla's unfolding narrative demonstrates the power of melding science with a responsibility to our planet, setting the stage for other innovative endeavors in sustainability. It's a telling example of how industry leaders can rise from humble beginnings to cultivate global change, inspiring a reimagining of what packaging can—and should—be.

Key Insights:

• Redesign Misalignments: Tropicana's redesign missteps illustrate how changes in branding and packaging can alienate consumers.

• Compostable Packaging Dilemmas: The confusion around compostable packaging end-of-life challenges emphasizes the need for clearer consumer education.

• Industry Impact of Mergers: The ripple effects of massive mergers in the packaging industry showcase a complex dynamic between economic strategies and employment concerns.

In today's rapidly evolving marketplace, the interaction between packaging redesigns, environmental sustainability, and corporate mergers creates a complex tapestry that affects both consumers and industry insiders. Recent discussions on popular podcasts highlight these very themes, with commentary from experts indicating both progress and pitfalls within the packaging sector.

The Redesign Conundrum: Have Brands Lost Touch with Consumers?

The conversation sparked by Tropicana's recent packaging redesign serves as a quintessential example of how brands may inadvertently distance themselves from their core consumer base. The shift in bottle design resulted in a backlash, partially due to shrinking the product from 52 to 48 ounces without a corresponding price drop. "Tropicana is obviously a brand that's had its fair shares of struggles when it comes to redesigning and rebranding," noted Adam Peek. This kind of change, often referred to as 'shrinkflation,' can feel deceptive to consumers.

Moreover, the podcast hosts pointed out numerous design elements that exacerbated the problem: a shift from identifiable packaging features, such as the large cap, and an update to a "stock bottle, a stock cap and a custom label," according to Evelio Mattos. This homogenization not only diluted Tropicana's brand presence in the competitive orange juice market but also sparked discussion about the broader implications of ignoring user experience and brand heritage in packaging redesigns.

The broader implication extends beyond mere aesthetics; the disconnect between what a brand is perceived as and what it presents confuses and disenfranchises loyal customers. "It feels like a cheaper product," Mattos added, highlighting how seemingly minor changes can have far-reaching impacts.

Compostable Packaging: A Solution Yet to Find Its Place

Delving deeper into eco-friendly solutions, compostable packaging remains surrounded by mystery and misinformation. The podcast unearthed a crucial insight—despite good intentions, the compostable packaging is often mismanaged at the consumer end due to lack of clarity about its capabilities and limitations. Mattos boldly stated, "Benefits of compostable packaging are 0.0.0," underscoring the current inefficiencies in its lifecycle management.

Adam Peek offered a different perspective, identifying potential benefits if compostable plastics ended up in waterways as opposed to landfills, where traditional plastics pose greater environmental harm. Nevertheless, Peek acknowledged, "it's a problem because…industrial composting is not where it needs to be." Peek and his co-hosts highlighted the necessity of proper labeling and consumer education to effectuate the positives compostable packaging promises.

This polarizing discourse elucidates the broader industry challenge of educating consumers on the proper disposal of packaging materials. Despite good intentions, the gap between the potential of compostable products and their real-world application remains vast.

Learn more from Veteran Compost.

Mergers in the Packaging Industry: Economic Efficiency Versus Employment Security

The merger between Amcor and Berry has eventuated in what analysts consider a necessary strategy to realize financial synergies. The podcast discussion revealed layers of complexity behind such mergers, noting, "There will be $650 million of synergies," a euphemism for inevitable job cuts.

While these mergers seemingly strengthen corporate industrial capacity and market share, the collateral damage is often the workforce. The hosts pricked a pertinent issue when discussing the long-term industry implications, examining the balance between shareholder value and human capital. "When I read that, I mean, I'm sure it's a great move. I'm sure there's a lot of shareholders who are gonna have value," Peek reflected, yet he also hinted at the socio-economic costs such mergers entail.

This aspect of the conversation spotlights the inevitable balancing act companies must perform between remaining economically viable and socially responsible. The broader effects of these strategic decisions ripple throughout the economy, often leaving a weightier impact on the working individual than on the balance sheets.

Reflecting on these themes demonstrates an intricate interplay of industry innovation and public perception. The challenges of redesigns, essential sustainability shifts, and consequential mergers reverberate across the economic landscape, prompting both industry leaders and consumers to recalibrate their expectations and practices. This dynamic terrain, woven together by such discussions, underscores the need for strategic insight, ethical considerations, and consumer engagement in shaping the future of packaging and branding.

Key Takeaways

• Revolutionary Packaging Design: Being Hair Care's packaging is redefining the norms with innovative structures and materials, moving beyond conventional approaches.

• Consumer Connection through Storytelling: Effective storytelling in packaging can enhance consumer connection and brand identity.

• Behind-the-Scenes Insights: Understanding the complexities of packaging design, from material choice to production methods, can reveal cost-saving strategies and impact sustainability.

Pushing the Boundaries of Packaging Design

In the vibrant realm of packaging design, innovation isn't just a buzzword; it's a necessity. Evelio Mattos, a renowned packaging designer, pulls no punches in his detailed dissection of Being Hair Care's packaging. His enthusiasm is palpable right from the get-go: "I'm going to tear this box apart… show you what they did well, and maybe some areas they can push the boundaries a little bit more."

Being Hair Care's approach reflects a departure from the mundane with its massive 22-inch silver Mylar box featuring a debossed logo that exudes elegance. "This stuff's pretty tough," Evelio notes, emphasizing the meticulous craftsmanship. It's not just about aesthetics; it's about creating a tactile, memorable experience. Each element—from the Mylar wrap to the magnetic closures—designed to invoke a sense of luxury. This innovative structure isn't just for show; it plays a vital role in protecting the products inside, as well as enhancing the unboxing experience.

The choice of Mylar, although increasing the cost, showcases the brand's commitment to standing out: "Mylar is not cheap," Evelio remarks, which underlines the brand's daring investment in quality and differentiation. This packaging isn't just a container; it's a statement that Being Hair Care is redefining industry expectations.

Storytelling Through Packaging: Building a Brand Connection

Storytelling is a powerful tool in a brand's arsenal, used adeptly by Being Hair Care to craft a narrative that resonates with its audience. Evelio brings attention to this as he examines the packaging's interior: "The storytelling that's happening in this pack is all about what the brand is about and how it connects to you."

The narrative conveyed through quick, impactful messages such as "for being you," creates personal connections with consumers, reminding them that this product is for everyone—a universal appeal "no matter what shape, size, hair type you have." This inclusive approach is evident as they refrain from highlighting conventional beauty stereotypes, focusing instead on celebrating individuality.

It's not just the brand's ethos that's captivating; the packaging itself serves as a medium to echo this philosophy. By keeping the messaging concise and meaningful, Being Hair Care ensures that consumers absorb the essence of the brand quickly and efficiently, which Evelio aptly explains: "It doesn't help to build that connection with the consumer" if the story is too convoluted. The design thoughtfully blends color and texture to uphold the brand narrative, using vibrant blues and greens to symbolize freshness and vitality—traits deeply aligned with their product's promises.

Insights into Packaging Production: Balancing Cost and Creativity

For any brand, the journey from concept to shelf presents challenges. Evelio delves into the intricacies involved in packaging production, offering a peek into decisions that influence both cost and creativity. "Why are you doing it this way?" Evelio advises, emphasizing the value of curiosity and questioning to uncover potential cost efficiencies with manufacturers.

Being Hair Care's packaging employs sophisticated elements such as V-groove cuts and cross-cut panels, which augment aesthetic appeal but also increase complexity and expense. "[Mylar is] wrapped in plastic… not recyclable," he admits, pointing out areas ripe for sustainable improvement. Understanding these nuances is crucial since "these are things you have to consider," in achieving a balance between creating an eye-catching presentation and maintaining affordable production.

The breakdown of construction, including details on the board's cross cuts and glued edges, illustrates the delicate equilibrium brands must manage. Evelio's insights highlight how these production choices not only dictate cost but also affect the user experience and the potential environmental footprint of their packaging. His analysis serves as a reminder that strategic design decisions can significantly impact a brand's sustainability journey.

Revamping the Future of Hair Care Packaging

Steering away from traditional packaging norms, Being Hair Care has embarked on a journey to usher in a new era of design, one where storytelling and consumer engagement take center stage. Evelio Mattos's exploration underscores the transformative potential of packaging that transcends its traditional role, becoming a key protagonist in a brand's narrative.

Innovative designs like Being’s Mylar-wrapped boxes don't merely enclose products; they envelop consumers in a brand experience that starts from the moment of unboxing. The storytelling woven into every element is a testament to the evolving nature of branding and consumer expectations today. This shift, while challenging, presents hair care brands the opportunity to distinguish themselves—usurping traditional designs with creativity and connection.

The insightful views from this transcript remind us that while packaging can often serve a functional purpose, at its best, it encapsulates the very soul of a brand, inviting consumers on a journey far beyond its exterior.

Key Takeaways

• Policy Changes and Packaging: Governmental policy shifts, particularly concerning tariffs and environmental regulations, are poised to redefine the packaging industry.

• Economic Forces at Play: Tariffs and corporate tax rates could escalate consumer costs, impacting how companies approach manufacturing and distribution.

• Emerging Opportunities in New Markets: Changes in FDA regulations and ingredient restrictions present potential growth avenues, fostering innovation in the packaging sector.

The Impact of Political Shifts on Packaging Regulations

Packaging, an often overlooked player in industrial sectors, stands at the precipice of change driven by political and economic shifts. Participants in the industry must stay alert as government policies evolve, impacting everything from ingredient restrictions to trade tariffs.

"Your Kit Kats, they're all going to have to be reconfigured," Evelio Mattos highlights, as discussions on adopting more stringent European-style regulations for ingredients like seed oils emerge. This means a potential overhaul not only of the contents but the packaging of numerous products—a mammoth task involving "new packaging [and] new labeling."

The transcript delineates a textured view where, under certain political leaderships, particularly the Trump administration, the potential for federal-level regulation on packaging and ingredients remains uncertain. States like California are leading with aggressive policies on packaging recycling, creating a dichotomy between state and federal approaches. Adam Peek noted, "I don't see it accelerating to a federal level," underlining the existing complexities and potential inertia at the federal stage.

Economic Barriers and Their Ripple Effect on Costs

The economic landscape heavily influences packaging, with tariffs and corporate tax rates being instrumental. As pointed out, while tariffs are seen as a tool to encourage domestic manufacturing, "the costs of that box has doubled essentially because of tariffs." This means brands might face increased consumer product costs, directly tied to the tariffs on imported manufacturing components or finished goods.

A critical tension exists between fostering domestic manufacturing and managing the ripple effects of increased costs through tariffs. Although intended to protect and promote local industries, tariffs might inadvertently heighten consumer prices—an irony not lost on those like Peek, who noted the complex "economics of tariffs are for sure debatable at best."

Further, Evelio Mattos mentions potential tariffs against Mexico could disrupt import flows, affecting essential materials sourced from abroad. This volatility necessitates an innovative approach in sourcing and manufacturing to mitigate financial impacts and remain competitive. The dilemma arises: supporting local industry without alienating consumer bases through higher prices, a balance that manufacturers and packaging companies must deftly manage.

Growth Opportunities in Emerging and Evolving Markets

As political winds shift, new opportunities surface within the packaging industry, particularly in burgeoning markets like psychedelics, nutraceuticals, and clean foods. Robert F. Kennedy Jr.'s statements highlight an intended deregulation of certain "clean" and alternative health products, which could significantly alter the market landscape. Adam Peek reflects on this potential, pondering, "new opportunities for a slew of new products to come to market in a rapid rate."

This presents an innovative frontier for packaging professionals, who must pivot to embrace these new categories' requirements. With a move toward legality and consumer acceptance, packaging companies can seize the chance to tailor solutions that meet these niche market needs, driving growth and diversification.

Evelio Mattos and Adam Peek's discussions hint at the potential for increased recycling as materials become domestically valuable and new markets emerge. Through advancements in recycling, the industry may reduce reliance on volatile import-export dynamics. While significant barriers exist, thoughtful navigation of these challenges can unlock growth and innovation.

As we anticipate these substantial shifts driven by political and economic influences, industry stakeholders must adeptly navigate this evolving landscape. Packaging professionals handle complex networks of policy, economic incentives, and emerging markets; they are compelled to adapt creatively and strategically. Such foresight not only fosters resilience but also propels industries forward into reimagined futures. On the horizon lie profound opportunities for growth and development rooted in the very challenges that packaging presently faces.