Packaging Unboxd with Evelio Mattos

What does it really take to design packaging that connects, converts, and stands out... especially for a scrappy startup?In this episode of Packaging Unboxd, Evelio Mattos sits down with Monika Cascone, the designer behind the hilariously effective Anything Butt packaging. Learn more about Monika Cascone: https://www.monikacascone.comFrom working with tight budgets to building bold packaging strategies for taboo products, Monika shares the full behind-the-scenes process every young designer needs to hear.If you’re just starting your career in packaging or trying to figure out how to land your first freelance client, this episode is a blueprint. We cover what schools don’t teach you: managing clients, structuring your process, presenting multiple concepts, and staying flexible without compromising your creative value.Need to order custom retail packaging?Work with Evelio: https://idpdirect.com

In this episode of Packaging Unboxd, host Evelio Mattos tears down the influencer packaging that made Daise Beauty a must-watch unboxing moment across social media.Discover how smart brands design packaging not for the shelf, but for the camera, building FOMO, shareability, and lasting brand awareness through structure and storytelling. Evelio breaks down what Daise Beauty did right, what every influencer box needs, and how to design packaging that becomes content.You’ll learn:The structural secrets behind influencer kits that go viralHow to layer unboxing moments for maximum retentionWhy print finishes, materials, and afterlife design matterHow to turn a PR box into a media campaignPerfect for packaging designers, brand managers, and creative directors who want to make their next unboxing unforgettable.🎧 Listen now on Packaging Unboxd with Evelio Mattos.Work with EVELIO MATTOS www.IDPdirect.com

DM Evelio to design your packaging: https://www.linkedin.com/in/eveliomattos/Are you making these packaging design mistakes?In this episode of Packaging Unboxd, 13 of the world’s top packaging designers from New York, London, Melbourne, and beyond share the worst packaging design mistakes they still see and exactly how to avoid them.If you're a young packaging designer, a freelance creative, or a startup founder designing your first product, this episode is your playbook to avoid common (and costly) design errors. From bad color contrast to category code overkill, to Pantone and Adobe color licensing fails, these are the real mistakes killing shelf impact and brand success.

Work with me:Let's design your packaging - https://www.linkedin.com/in/eveliomattos/Download the tools to design your own packaging - https://idpdirect.com/design-guides/Can you build a mass-market brand rooted in culture without crossing the line of appropriation?In this episode, Evelio Mattos talks with Victor Guardiola, co-founder and CEO of Bawi Agua Fresca, about launching a better-for-you beverage brand inspired by traditional Mexican flavors. We dive into the design decisions that made Bawi stand out on shelf, the importance of hiring diverse creative teams, and how to balance cultural authenticity with broad market appeal. This is a masterclass in packaging strategy, brand positioning, and knowing when consumer feedback trumps your gut—or when it doesn’t.

What will change in 2025 for packaging design and what concerns should brands have? Packaging design is evolving in 2025, listen to 20 top designers breakdown things you need to consider in 2025. Explore the evolving landscape of packaging in 2025 with industry experts like Al Gilbody, Anna Ison, and Dave from Print Design Academy. Discover themes including AI integration, cultural innovation in food packaging, and the rise of sustainable, regenerative, and soluble designs. Learn about the influence of Gen Z aesthetics from Fred Hart, evolving marketing strategies from Sarah Williams, and challenges posed by stringent regulations. With insights from voices like Guillermo Dufranc and Simon Forster, this episode delves into how packaging can transform consumer behavior and contribute positively to the environment, while maintaining creativity and brand storytelling. Designers in this episode include: Simon Forster of Robot-Food Anna Ison of Auros Design Gene Portnoy of Work & Company Al Gilbody of Slice Design Guillermo Dufranc of Tridimage Juan Campdera of Aktiva Fred Hart, Independent Design Consultant Chris Wilson of Stckmn Uwe Melichar of Touch Design Keenan Thompson of Phillip Morris International Matt Hanzly of Enlisted Design Dave Hopkins of Print Design Academy Sarah Williams of Beardwood & Co. Kirk Visola of Mind the Font Andy Kurts of Buttermilk Creative Chris Joscelyn of ButterflyCannon Lisa Cain of Surfit Westrock Vicki Strull, consultant and Evelio Mattos of IDP Direct

Trump won, now what? How will his regulations change packaging? Evelio Mattos and Adam Peek dive deep into the implications of political changes on the packaging industry, especially following a significant political event. Their discussion pivots around how key legal and economic shifts are predicted to impact packaging regulations, sourcing, and sustainability practices globally. As the episode unfolds, Evelio and Adam dissect potential regulatory shifts in the United States, emphasizing changes like federal regulations on packaging (EPR) and tariffs. They also explore how such shifts might influence industry activities, from ingredient sourcing to packaging designs. Using comprehensive insights, they explore how increased tariffs and environmental policies could spur changes in the cost and composition of packaging materials. The duo reflects on the possible ramifications of a change in administration policies on sustainable practices and corporate tax rates, urging listeners to prepare for notable expansions and shifts in the industry landscape. About the Guest(s): Evelio is a renowned packaging design expert, with extensive experience in sustainable packaging trends and global manufacturing processes. He is currently Creative Director of IDP Direct, a company integrating innovation in the packaging and design industry worldwide. Adam is a knowledgeable figure in the packaging sector, associated with Myers, a company specializing in paper packaging solutions. Adam has ventured into discussions centering on the industry's evolution in line with political and economic changes. Key Takeaways: Political changes might slow down the federal adoption of packaging-related environmental regulations like EPR, keeping the field at a state level. Tariffs could escalate packaging costs significantly, affecting international corporations and their cost burden, ultimately trickling down to consumers. An increase in recycling and local sourcing might occur as industries adapt to tariff-induced raw material costs and import restrictions. Potential deregulation of health-related products could open new packaging opportunities for innovative markets like psychedelics and nutraceuticals. The packaging sector should anticipate and adapt to various regulatory and economic shifts influenced by new political landscapes. This episode provides deep insights into the intricacies of packaging policies amid political changes. Listeners are encouraged to tune in for a full exploration of how future tariffs and regulations might shape the industry's next chapter. Stay connected for more high-impact discussions on packaging and design dynamics.

Evelio & Adam breakdown the best and worst cereal packaging design so you can elevate your packaging easier. Evelio Mattos: Evelio Mattos is a seasoned packaging designer with over 15 years of experience working with luxury brands to introduce innovative packaging solutions to the market. He is also recognized for his public speaking engagements worldwide, where he shares insights on improving packaging design. Adam Peek: Adam Peek has been a prominent figure in the packaging industry for 17 years, engaging in packaging procurement, design, and sales. Adam hosts a podcast dedicated to packaging, conducted a TED talk on the subject, and authored a children's book about packaging, solidifying his role as an influencer in the packaging community. Join Evelio Mattos and Adam Peek as they delve into the fascinating world of cereal packaging on this episode of Packaging Unboxed. From the supermarket aisles to the intricate design choices made by brands, they explore what makes cereal packaging effective and where there's room for improvement. The conversation transitions from the overwhelming conformity found in cereal aisles to innovative ideas that can break the traditional packaging mold. Evelio and Adam discuss their recent visits to supermarkets like Kroger and AJ's, and the ubiquitous sea of yellow that dominates the cereal section. They analyze packaging designs of well-known brands, contemplating standout features and missed opportunities for differentiation. With a focus on SEO keywords such as "cereal packaging design," "supermarket aisle strategies," and "consumer engagement," they provide actionable insights for both established brands and new entrants in the cereal market. The current state of cereal packaging is largely uniform, with a dominant presence of yellow and similar design templates across brands. Innovative packaging ideas, such as more interactive labels or QR codes, can create a competitive edge by enhancing consumer engagement. Evaluating other aisles and products for packaging inspiration may reveal opportunities to stand out from the traditional cereal box approach. Sustainability and efficiency also play key roles, with a shift towards bulk buying and flexible bags offering potential benefits. While strong brand recognition can sometimes overshadow poor design choices, continuous packaging innovation remains crucial for market success. "There's a tremendous amount of conformity in the cereal aisle and not a lot of brands that were doing things to stand out." — Adam Peek "You really have to consider all these little details because this is what makes your packaging stand out." — Evelio Mattos "Why does the brand that's crappy for you have all the fun in the packaging?" — Evelio Mattos "Creating shareable moments, creating games, creating all that stuff is already happening." — Adam Peek "Getting on shelf isn't the goal. You got to move through a product." — Evelio Mattos Adam Peek on TED Magic Spoon Cereal For an in-depth understanding of sustainable packaging, check GreenBlue’s Sustainable Packaging Coalition. Tune into the full episode to explore further insights into cereal packaging and discover how brands can harness creativity and innovation in this competitive space. Subscribe for more thought-provoking episodes from Packaging Unboxed. Episode Summary:Key Takeaways:Notable Quotes:Resources:

We broke down what's wrong with Oreo & Cokes Collab Packaging, and explained how to avoid the same issues. Evelio Mattos: Evelio is a seasoned packaging designer with over 15 years of experience in creating cutting-edge packaging solutions for global fashion, cosmetic, and CPG brands. Known for his insightful talks on packaging design, Evelio hosts the "Packaging Unboxed" podcast, where he shares his extensive knowledge and insights on innovative and effective packaging design. Adam Peek: Adam Peek is a packaging sustainability expert, TED speaker, and advocate for sustainable packaging practices. Currently involved with the United Nations on sustainability initiatives, Adam brings a wealth of knowledge and experience to discussions about eco-friendly packaging solutions and regulatory compliance. In this episode of "Packaging Unboxed," Evelio Mattos and Adam Peek delve into the collaborative packaging effort between Coca-Cola and Oreo. They critically examine what works, what doesn’t, and how this collaboration can compete on the shelf. Evelio and Adam bring their extensive backgrounds in packaging design and sustainability to the conversation, providing a rich analysis of the visual and functional elements of the packaging. Starting with their initial impressions, they discuss the missed opportunities in the visual design, such as the confusing use of colors and hidden iconic elements that fail to convey the collaboration’s essence. They explore how the black and red color scheme diverges from the brands' established color identities, potentially confusing consumers and impacting shelf visibility. The conversation also delves into practical considerations like packaging material choices, functionality, and sustainability, giving listeners critical insights into the complexities of designing effective collaborative packages. Brand Color Consistency is Crucial: Deviating from iconic brand colors (Coke red, Oreo blue) can confuse consumers and reduce shelf visibility. Functional Design Matters: The physical design of the packaging, including ease of opening and material choice, plays a significant role in consumer experience and product preservation. Simplify Visual Elements: Overcomplicating design with too many logos and icons can detract from brand recognition and consumer clarity. Use of Packaging Material: Aligning the packaging material with the product type (e.g., a classic Coke bottle instead of a can for better brand synergy) can enhance the consumer's experience and perception. Involving Target Demographics: Ensuring that packaging decisions are guided by insights from the intended consumer demographic can lead to more effective designs. "Oreo is blue. Great. Coke is red. Collab black. This didn't make any sense to me." - Evelio Mattos "I saw it. Cause of the way they have the. The cookie stacked. I was like, why do they have a. Oh, that's the cookie." - Adam Peek "Functional issues like the loudness of the package opening can detract from user experience, especially with snacks meant to be enjoyed quietly." - Adam Peek "Coca-Cola usually runs vertically, not horizontally on cans." - Evelio Mattos "The can packaging, I again, like, if this was supposed to be a limited edition, the front reminded me of, why is yours so much bigger than mine?" - Adam Peek Get started designing sustainable packaging today: https://www.IDPdirect.com

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!

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."

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.

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.