Explore every episode of the podcast BRANDERMAN
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Boldrini & Ficcardi | Diseño con doble sentido | E69 | 10 Aug 2026 | 00:22:04 | |
Víctor Boldrini y Leonardo Ficcardi, conocidos como Pupo y Gato, son fundadores de Boldrini & Ficcardi, uno de los estudios argentinos de referencia en imagen de vinos y bebidas alcohólicas. Desde Mendoza y con el estudio en marcha desde comienzos de los noventa, han vestido las botellas de buena parte de la industria vitivinícola argentina y de bodegas de varios continentes, con clientes en Brasil, Chile, España, Italia, Inglaterra y Estados Unidos. Su trabajo recibió la Doble Medalla de Oro en el San Francisco International Wine Competition, distinciones en el New York Festival y en Malbec Top Design, y fue publicado por la revista alemana Novum y por la editorial Taschen. En este episodio, Pupo y Gato comparten cómo la mezcla cultural argentina, la picardía, el lunfardo y el doble sentido se traducen en decisiones de diseño concretas. Hablamos de proyectos emblemáticos como Mosquita Muerta y Bodegas López, de por qué en Latinoamérica la creatividad funciona como necesidad cotidiana, del valor del riesgo y el error como aporte regional, y de su arma secreta: escuchar al cliente y pisar el terreno antes que analizar un brief. Links Relevantes: Seguinos:
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| Claudia Boggio | Branding mestizo | E68 | 20 Apr 2026 | 00:15:26 | |
Claudia Boggio es presidenta y socia fundadora de Infinito Brand Consultants, una firma peruana líder en branding. Claudia tiene más de 25 años de experiencia en diseño de marcas. Bajo su dirección, Infinito ha sido reconocida con más de 40 premios internacionales. En este episodio, Claudia comparte cómo la riqueza cultural y el mestizaje del Perú se convirtieron en el motor creativo de Infinito. Hablamos sobre el valor de la estrategia como arma secreta para que los clientes tomen mejores decisiones de diseño, y exploramos esa frescura espontánea y vibrante que define la creatividad latinoamericana. Claudia también nos deja un mensaje inspirador sobre el potencial de la colaboración entre las culturas de diseño de Europa y Latinoamérica. Links Relevantes: Seguinos:
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| David Freyre | Tropicalizar el diseño | E67 | 06 Apr 2026 | 00:14:12 | |
David Freyre es socio fundador y director de diseño de ImasD, estudio colombiano de prospectiva, estrategia y diseño con sede en Medellín. David es Ingeniero de Diseño de la Universidad EAFIT, con un Máster en Diseño de Packaging en Elisava. Durante casi dos décadas ha conectado investigación, creatividad e innovación para marcas latinoamericanas, obteniendo reconocimientos como Pentawards, Latampack y Lápiz de Acero. En este episodio, David comparte su visión sobre lo que él llama "tropicalizar el diseño". Hablamos sobre cómo la biodiversidad, el color y la riqueza cultural de Colombia se convierten en una diferenciación única para el mundo. También exploramos el creciente orgullo por el diseño local, los desafíos de educar sobre el valor del diseño en la región y las oportunidades de colaboración entre diseñadores latinoamericanos y europeos. Links Relevantes: Seguinos:
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| María Jesús Vial | Del iceberg a la montaña | E66 | 12 Jan 2026 | 00:17:41 | |
María Jesús Vial Valdés es fundadora y directora estratégica de JVD Estudio, una consultora de marca y diseño de packaging con sede en Santiago de Chile. Desde 2015, María Jesús ha liderado su equipo con una filosofía clara: primero el concepto, luego el diseño. Esta metodología se ha convertido en el sello distintivo de JVD Estudio, ayudando a marcas a transformar productos en experiencias potentes y consistentes. En este episodio, exploramos cómo Chile, un país lleno de contrastes geográficos y culturales, ha moldeado la búsqueda constante de identidad que caracteriza su trabajo. Hablamos sobre su proyecto emblemático para el Gran Pisco DOX, que captura la esencia del desierto de Atacama y el cobre chileno, y discutimos su visión sobre el rescate de oficios artesanales como el próximo gran aporte latinoamericano al diseño global. Links Relevantes:Seguinos:
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| Laila Rotter | Design com borogodó | E65 | 01 Dec 2025 | 00:30:09 | |
Laila Rotter é gerente global de design na Tátil, uma das agências brasileiras de maior destaque no mundo. Laila construiu uma trajetória extraordinária que inclui seu papel fundamental na coordenação da 14ª Bienal Brasileira de Design, liderança em iniciativas da Interbrand Latam e a fundação de seu premiado estúdio Tête-à-Tête. Ela já foi jurada em importantes prêmios brasileiros e internacionais, incluindo o Pentawards, e ocupou posições de liderança em organizações-chave como a ADG Brasil. A Tátil, agência onde Laila trabalha atualmente, tem 35 anos de trajetória e se destaca por seu profundo compromisso com a sustentabilidade desde a origem, atuando com marcas conscientes como a Natura e desenvolvendo projetos emblemáticos, como a identidade do Carnaval do Rio. Neste episódio, Laila compartilha como o contexto brasileiro de diversidade e improviso moldou uma forma única de fazer design. Exploramos o conceito de “borogodó”, essa palavra intraduzível que captura o magnetismo e a capacidade brasileira de criar conexões autênticas. Também falamos sobre como a floresta amazônica inspira tanto o trabalho da Tátil quanto seu processo criativo, e discutimos os desafios particulares que os designers brasileiros enfrentam ao criar com recursos limitados. Links Relevantes:Seguinos:
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| El ritmo del diseño de packaging latinoamericano | E64 | 15 Nov 2025 | 00:29:28 | |
Un episodio único en BRANDERMAN: una conversación coral que reúne seis voces excepcionales del diseño latinoamericano. Desde Brasil, Laila Rotter de Tátil. Desde Argentina, Pupo Boldrini y Gato Ficcardi de Boldrini Ficardi. Desde Chile, María Jesús Vial de JVD Estudio. Desde Perú, Claudia Boggio de Infinito. Desde Colombia, David Freyre de ImasD. Y desde México, Carolina Ortiz de Espina Studio. Cada uno de estos diseñadores lidera agencias que han transformado el paisaje creativo de sus países, trabajando con marcas que van desde startups locales hasta corporaciones globales. Cada uno aporta una perspectiva única sobre lo que significa diseñar desde Latinoamérica. Links Relevantes:Seguinos:
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| Scott Milano | The Philosophy of Naming | E63 | 03 Nov 2025 | 00:35:17 | |
Scott Milano is the founder of Tanj, a brand naming and language studio based in New York City. Since 2009, he has helped hundreds of brands find names that capture their essence and shape how they're understood. In this episode, Scott shares his unique philosophy on naming. We explore contrarian hot takes for CMOs, and why the best names change how we think, feel, and act. If you've ever wondered why some names feel right and others don't, this episode explains it all. Resources:
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| Mat & Ben Lyon | Good Work For Good People | E62 | 14 Jul 2025 | 00:32:17 | |
Mat and Ben Lyon are the twin brothers and founders of Lyon & Lyon, a design agency based in UK, that has become one of the most innovative in the industry. Mat Lyon, Chief Creative Officer, and Ben Lyon, CEO, founded their studio in 2013 practically from scratch, with the certainty that they wanted to create something extraordinary together. Since then, they have developed a unique philosophy captured in their mantra "We do GOOOOD™ work, for GOOOOD™ people." Lyon & Lyon specialises in working with conscious brands that seek to generate positive impact, from innovative startups to global brands like Who Gives a Crap, Urban Outfitters, and Wall's. Their approach combines bold creativity with social responsibility, creating designs that not only move audiences but also contribute to leaving the planet in a happier and healthier state. In this episode, Mat and Ben share their fascinating dynamic as twin brothers running an agency, revealing how their unique connection powers their creative process. We also explore their innovative project Brands Like These, a marketplace that revolutionizes access to quality branding, and discuss their work that balances creativity with commercial viability. Links Relevantes:Seguinos:
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| Celia Lerman | El valor legal del diseño | E61 | 21 Apr 2025 | 00:31:43 | |
Celia Lerman es abogada especializada en propiedad intelectual y nuevas tecnologías, matriculada tanto en Argentina como en California. Es socia del estudio Lerman & Szlak, donde asesora y representa a empresas en el ámbito de la tecnología, combinando su experiencia legal con un profundo entendimiento del mundo creativo. En este episodio, Celia nos adentra en el fascinante mundo donde convergen el derecho y la creatividad. Exploramos los elementos de una marca que pueden protegerse legalmente y los desafíos particulares que enfrentan los diseñadores de packaging. También analizamos un caso emblemático del mercado argentino que nos revela valiosas lecciones sobre la protección de la identidad visual y el valor emocional de las marcas. Por último, discutimos los nuevos retos que plantea la inteligencia artificial generativa para la propiedad intelectual. Magíster en Derecho por Stanford University donde fue becaria Fulbright, Celia ha sido reconocida como abogada destacada en Argentina por prestigiosos rankings como World Trademark Review, IP Stars y Chambers and Partners. Links Relevantes:Seguinos:
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| James Pryor | Shaping Things to Come | E60 | 23 Sep 2024 | 00:38:31 | |
James Pryor is Co-founder and Managing Partner of Touch, a leading agency in structural packaging innovation. At Touch, James and his team harness strategic insights to create sustainable, future-ready growth for some of the world’s most renowned brands. In this episode, James shares his perspective on why packaging is more than just a wrapper—it's a crucial part of the sensory product experience. We also explore the industry's biggest challenges, from shifting consumer behavior to the push for sustainability, and take a look at the future of packaging design. Resources:Follow us:
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| Joana-Maria Bauchwitz | The Art of Packaging Design | E59 | 08 Sep 2024 | 00:21:03 | |
Joana-Maria Bauchwitz is the visionary founder and CEO of Baries Design in Düsseldorf. Since 2009, Joana has been at the helm of a dynamic team of creative strategists, specializing in brand development focusing on beauty and FMCG products. In this episode, Joana takes us on her journey from aspiring world-famous artist to successful packaging design entrepreneur. She delves into the delicate art of balancing creative vision with practical business demands. As we wrap up, Joana shares invaluable insights on leadership, sustainability initiatives, and her exciting plans for Baries Design's future. Aspiring designers take note – Joana offers gems of wisdom you won't want to miss. Resources:Follow us:
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| Andrés Marantá | De la agencia al cliente | E58 | 26 Aug 2024 | 00:27:26 | |
Andrés Marantá es gerente de Diseño de Alpina, la empresa láctea líder en Colombia. Andrés lidera la estrategia de diseño y los aspectos visuales del packaging, la comunicación de marcas y nuevos lanzamientos en Alpina. Con más de 15 años de experiencia en agencias de publicidad como Leo Burnett, Lowe SSP3, Sancho BBDO, JWT y Ogilvy, él ha sido reconocido en los festivales de creatividad más importantes del mundo. Ha trabajado para marcas como Pfizer, Grupo Ferrero, Postobón, Grupo Aval, Chevrolet, Ecopetrol, Alpina, y P&G, entre otras. En este episodio, Andrés comparte su visión sobre la importancia de la belleza en el diseño de packaging. Relata su experiencia en agencias de publicidad y su transición a trabajar del lado del cliente. Nos sumergimos en el arte y la estrategia del diseño de envases, y cómo trabajar en estrecha colaboración con los clientes puede dar lugar a un trabajo creativo innovador. Links Relevantes:Seguinos:
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| Roland Gurney | Crafting Agency Narratives | E57 | 27 May 2024 | 00:32:26 | |
Roland Gurney runs Treacle, a team specializing in agency positioning, differentiation, and messaging. Treacle has worked with various agencies worldwide, from independent boutiques to major network names, and is on a mission to help agencies stand out and attract clients. In this episode, Roland explores the intricacies of crafting distinctive and compelling narratives for design agencies. He discusses common pitfalls agencies face, the importance of a well-defined target client, and introduces the 3D positioning model—desirable, distinctive, and defensible. Roland also touches on the impact of AI in the industry and the evolving landscape of design agencies. Treacle also recently won a Drum Award for their spoof agency called Beige; The World’s Most Average Agency which is a great example of what agencies get wrong when it comes to their overall proposition. Resources:Follow us:
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| Alex Bane | Creating Unforgettable | E56 | 13 May 2024 | 00:43:19 | |
Alex Bane is the Founder & Chief Business Officer at Taxi Studio, an independent design firm with locations in Bristol and London. Alex is at the helm of Taxi's growth and international reputation, with a keen understanding of the intricate challenges brands face across various countries and sectors. In this episode, Alex delves into how Taxi Studio adapts to the dynamic landscape of design and technology, emphasizing the importance of blending creativity with strategic foresight. He also shares valuable insights into managing cultural differences in global projects and offers intriguing perspectives on the future of packaging design, including the potential impact of AI. From Qatar to the USA to China – from Corporate to FMCG to Health & Wellness, Alex’s views and provocations are respected by CEOs and CMOs alike. Resources:Follow us:
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| William Caruso | Evolution Not Revolution | E55 | 29 Apr 2024 | 00:34:44 | |
William Caruso is Senior Marketing Scientist at the Ehrenberg-Bass Institute from Adelaide, Australia. In this episode, Will imparts valuable insights about the factors contributing to successful packaging redesigns. He shares his research findings on the impact of pack design consistency, the importance of familiarity in purchase decisions, and the distinctions between evolutionary and revolutionary redesigns. Will’s experience in Distinctive Asset measurement, including large-scale multi-country projects, covers a wide range of product and service categories. He has been involved with research projects with analyzing data from locations such as the US, UK, France, Germany, Italy, China, Australia, New Zealand, Japan, United Arab Emirates, Saudi Arabia, Brazil, Russia, South Korea, South Africa and Indonesia. His core areas of research expertise include packaging redesigns, shopper behavior, and retail merchandising. Additionally, his experience in Distinctive Asset measurement encompasses large-scale multi-country projects. Will also authored a chapter on Building Physical Availability in Building Distinctive Brand Assets. Resources:
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| Hernán Braberman por Jesús Núñez | Packaging Design Playlists | E54 | 15 Apr 2024 | 00:31:30 | |
Para inaugurar la quinta temporada de BRANDERMAN, tuve el honor de ser entrevistado por Jesús Nuñez. Jesús es un empresario mexicano con enfoque en innovación alimentaria, negocios internacionales y tecnología. Se graduó con Mención Honorífica en la Licenciatura en Comercio Internacional con Especialidad en Agronegocios en el Tec de Monterrey. Curso posgrado en alta dirección de empresas y es conductor del programa Plan de Vuelo en Tec Sounds Radio. En este episodio, exploramos la influencia determinante del diseño de packaging en la conexión de las marcas con las diferentes generaciones de consumidores, desde los baby boomers y la Generación X, hasta los Millennials y la Generación Z. Reflexionamos sobre cómo el diseño puede ser un elemento crucial para expresar las historias y valores de una marca, y comparto ideas sobre cómo las marcas pueden mantenerse relevantes y atractivas en un mercado en constante evolución. Links Relevantes:
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| Charlotte Ellis Maldari | Harder, Better, Faster. Stronger Lead Generation | E53 | 11 Dec 2023 | 00:29:36 | |
Charlotte Ellis Maldari is the founder of Kaffeen, an online platform dedicated to assisting design agencies in scaling their businesses. Kaffeen achieves this through accessible, cost-effective, and results-oriented resources. Since its establishment, Kaffeen has successfully aided over 900 agencies globally, furnishing them with tools for proficient lead generation and streamlined automation. In this episode, Charlotte imparts valuable insights into the significance of robust lead generation systems and their potential for automation to enhance effectiveness. We delve into the prevalent marketing and sales challenges encountered by design agencies, and Charlotte shares her perspective on the mantra of 'seeking completion, not perfection'. Links Relevantes:
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| Ale Ros | El ojo del músico | E52 | 06 Nov 2023 | 00:27:38 | |
Ale Ros es diseñador argentino referente del diseño de tapas de discos del rock, pop y electrónica en Latinoamérica. Realizó el arte de tapa de emblemáticos discos de rock y pop para Soda Stereo, Gustavo Cerati, Fito Paez, Luis Alberto Spinetta, Mercedes Sosa, Divididos, Vicentico, Miranda!, Juana Molina, Babasónicos y Damas Gratis, entre muchos otros. Fue distinguido en numerosas ocasiones con el Premio a la Excelencia de la Society for News Designs y recibió el Konex de Platino, ocho premios Carlos Gardel y tres Grammys Latinos. En este episodio, hablamos sobre su travesía desde Tucumán hasta convertirse en referente en el diseño de tapas de discos. Discutimos por qué es crucial generar una imagen que no solo cause una buena primera impresión, sino que también tenga la capacidad de contar una historia. Además Ale me confesó porque odia como lucen los packs del supermercado. Proyectó piezas para reconocidos músicos y artistas contemporáneos de la escena nacional, para canales como MTV, discotecas como la emblemática Morocco e instituciones como Goethe-Institut, Malba y Centro Cultural Kirchner (CCK). Con una comunicación visual contundente y al mismo tiempo poética, sus piezas son reconocidas por su creatividad y conceptualización que logra a través de pocos recursos: imágenes fotográficas pregnantes, mensajes sintéticos y escasos colores que consigue “entrando en el universo del otro”. En el campo editorial, a partir de 1996 desarrolló miles de portadas para los suplementos Radar, Soy y Las/12 (del diario Página/12) destacadas por el uso de potentes metáforas visuales resueltas en poco tiempo de ejecución. Links Relevantes:Seguinos:
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| Ximena O’Reilly | The Design Translator | E51 | 11 Sep 2023 | 00:49:28 | |
Ximena O’Reilly is Global head of design at Nestlé. Since her arrival at Nestlé in 2013, Ximena has spearheaded a design revolution, introducing innovative work methodologies, digital tools, and dynamic resource models. Together with her team, she ensures every department, regardless of its function, is equipped to drive brand-building activities, emphasizing the critical role of brand identity and design. In this episode, Ximena shares her remarkable journey, transitioning from the agency side to the client side of the industry. We explore the fascinating world of crafting a brand communication standard that engages all five senses, and how 'backstories' are intricately woven into product packaging, creating powerful brand narratives. Additionally, we reflect on the unique challenges and experiences Ximena has encountered as a woman in both the corporate and design realms. Prior to Nestlé, Ximena was Director of brand Design at Mondelez where she guided design strategy for brands including Milka, Cadbury, Tassimo, and Toblerone. Earlier, Ximena worked mostly agency-side focusing on brand strategy and identity. She started her career in San Francisco working on technology and service branding. Born in Chile, Ximena grew up in Europe and California, and spent time in Japan, France and Chile during her studies. Resources:Follow us:
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| Adriana Cortese, Virginia Gines & Hernán Braberman | Los tres Tridimage | E50 | 14 Aug 2023 | 00:35:02 | |
Llegamos al episodio cincuenta del podcast BRANDERMAN, y para celebrarlo les traigo algo especial. Hoy los invitados son Adriana Cortese, Virginia Gines y Hernán Braberman, los tres socios fundadores de tridimage, y los anfitriones son Marco Sanguinetti y Pablo Bianchi. Marco Sanguinetti es Diseñador Industrial, Docente Especializado y Doctor en Diseño de la Universidad de Buenos Aires. Es Profesor Titular de los talleres "Diseño Industrial 1-2-3-4" y "Proyecto Final" en la FADU - UBA, y en las asignaturas "Metodología Proyectual" y "Escenarios Disciplinares del Diseño" en la Universidad de Rafaela. Marco es también un destacado músico en el circuito de jazz contemporáneo con ocho discos editados. Pablo Bianchi es diseñador industrial, Profesor Titular en la Facultad de Arquitectura, Diseño y Urbanismo de la Universidad de Buenos Aires. Además es director de la Licenciatura en Diseño Industrial de la Universidad Nacional de Rafaela, carrera para la cual desarrolló el plan de estudios. También ha sido Profesor Titular Regular en la Facultad de Artes y Diseño, de la Universidad Nacional de Misiones. Pablo dirige proyectos de investigación y ha sido jurado de múltiples concursos académicos y profesionales. Ha dictado conferencias, workshops y publicado textos para diversas instituciones. Ha sido curador de, entre otras, la muestra del concurso Innovar, organizado por el Ministerio de Ciencia, Tecnología e Innovación Productiva, del cual fue evaluador. Productos suyos han sido publicados y expuestos en el país y en el exterior, forman parte de la colección permanente del MAMBA y han obtenido el Sello de Buen Diseño. Cómo emprendedor, fue socio fundador de Tónico Objetos y, en la actualidad, de Compas, composteras urbanas. En todos estos ámbitos y actividades intenta descifrar cómo pueden relacionarse positivamente diseño, cultura y sustentabilidad, en un enfoque que ha denominado Postdiseño. En este episodio conversamos acerca de algunas de las lecciones que los tres tridis aprendimos durante los más de 28 años de trayectoria en el mundo de las marcas y el diseño de packaging. Links Relevantes:
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| Emmanuel Probst | The Brand Assemblers | E49 | 31 Jul 2023 | 00:38:41 | |
Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos and adjunct professor at the University of California at Los Angeles. Emmanuel's background comprises over 17 years of market research and marketing experience with strong academic achievements. He is a Wall Street Journal and USA Today best-selling author of "Brand Hacks" and "Assemblage – The Art and Science of Brand Transformation.” In this episode, we talk about the art and science of brand building. Emmanuel explains the power of anti-heroes, villains, and saviors, and how they can be used to create a unique, memorable, and meaningful story for brands. He also shares his thoughts on the importance of understanding a brand, the industry, the audience, and the world before jumping into the creative execution. At Ipsos, Emmanuel supports numerous Fortune 100 companies by providing them with a full understanding of their customer’s journey. His clients span across a wide range of industries, including consumer packaged goods, retail, financial services, advertising agencies and media outlets. Resources:
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| Sylvia Vitale Rotta | The Universal Language of Design | E48 | 17 Jul 2023 | 00:37:11 | |
Sylvia Vitale Rotta is the Founder & CEO of Team Creatif Group, an international brand design agency, with branches in the four corners of the globe. Sylvia's journey is nothing short of extraordinary. Born in Tanzania to Italian parents and educated at the prestigious Royal Art School in London, she embarked on a path that would eventually lead her to co-found Team Creatif in the vibrant city of Paris in 1986, alongside her partner, Nick Craig. In this episode, we explore Sylvia's remarkable journey, tracing her steps from the foothills of Mount Kilimanjaro to the heart of the design world in Paris. We also uncover the challenges she faced along the way and discover how she successfully built and steered her agency for over 37 years, adapting to the ever-evolving design landscape. Join us as we unravel the evolution of packaging design, explore its latest trends, and delve into the delicate art of striking the perfect balance between a brand's identity and modern sensibilities. Sylvia is a permanent Red Dot Awards jury member and president of the European Packaging Design Association. Resources:
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| Marcos Iorio | Combatiendo el folclore ambiental | E47 | 03 Jul 2023 | 00:44:28 | |
Marcos Iorio es un mentor y curador brasileño de innovación, ESG y economía circular, director de Circoolar proyectos regenerativos. Marcos es especialista en conectar la alta tecnología, la responsabilidad socioambiental y el modelado de negocios. Es Vicerrector del Centro de Ciencia y Desarrollo – Circula – de la Fundación de Apoyo a la Investigación Científica del Estado de San Pablo (FAPESP). También co-fundador de la comunidad Donut Economy Brasil y coordinador del colectivo de plantación ReflorestaVinhedo.org. En este episodio, Marcos comparte valiosas ideas sobre el eco diseño y la importancia de integrar el impacto ambiental en el proceso de diseño de packaging. También hablamos de los retos de mantenerse al día acerca de las tendencias medioambientales enfrentando al folclore ambiental. Links Relevantes:Seguinos:
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| John Glasgow & Jonathan Kenyon | Braver Brands | E46 | 19 Jun 2023 | 00:47:09 | |
John Glasgow & Jonathan Kenyon are co-Founders of Vault49. After meeting at the London College of Printing in the early 2000’s, John & Jonathan founded Vault49. Initially an internationally renowned street art partnership, Vault49 has evolved into a holistic 360 brand experience and packaging design agency and counts Guinness, Baileys, and PepsiCo among its global clients. John and Jonathan have retained their street art heritage and passion for crafting. They are now dedicated to leading Vault49’s NYC and London studios to deliver actionable brand strategy and bold creative solutions that disrupt everyday experiences, transforming brands and businesses. In this episode, we discuss the blurred lines between art and design while exploring the mindset behind street art and its impact on Vault49's unique approach to packaging design projects. We also explore steps agencies and brands can take to create a more diverse and inclusive workplace. Resources:
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| Steve Lamoureux | Design Analytics for Growth | E45 | 05 Jun 2023 | 00:40:30 | |
Steve Lamoureux is the founder and CEO of Designalytics, a company focused on developing next-generation solutions for design performance measurement to help brands grow through design. As a former brand manager at Proctor and Gamble, Steve's passion for package design research led him to establish Designalytics in 2018 to realize his vision of syndicated, standardized design performance measurement and pre-market design testing solutions. In this episode, we unpack the key metrics and performance dimensions of package design and learn what it takes to create a winning design that captures consumers' attention and desire. Steve shares invaluable insights on how to pull on the emotional strings of consumers. We also discuss the importance of saying important things better than your competitors and measuring the emotional component of a product. Steve led product development for Affinnova’s cutting-edge research technologies—and later Nielsen Design Solutions. Resources:
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| Martín Broen | Volver al futuro de la innovación | E44 | 22 May 2023 | 00:32:12 | |
Martín Broen es vicepresidente de las disciplinas de innovación en diseño, diseño para la sostenibilidad y diseño de productos para PepsiCo en todas sus marcas a nivel mundial. Martín es un verdadero pensador sistémico centrado en la innovación y la resolución de problemas, responsable de más de 130 patentes y de la creación de una cartera completa de innovaciones y nuevos modelos de negocio. En este episodio, conversamos acerca de algunas de las lecciones que aprendió a lo largo de los años en su papel de líder de Diseño e innovación dentro de grandes organizaciones. Martín me explica por qué prototipar es la herramienta clave del Design Thinking. También afirma que el packaging es una poderosa herramienta de innovación. Líder de más de 400 proyectos diferentes llevados con éxito al mercado y galardonados con más de 150 premios de diseño, como IDSA, Good Design, IF, Red Dot, Pentawards, Green good design, Edison, How, CES, Dieline, entre muchos otros. Links Relevantes:Seguinos:
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| Jenni Romaniuk | Unpacking Brand Health | E43 | 08 May 2023 | 00:42:20 | |
Jenni Romaniuk is a Research Professor and Associate Director at the Ehrenberg-Bass Institute, who is a trailblazer in Distinctive Asset and Mental Availability strategy and measurement. Jenni has provided advice to companies all around the world on evidence-based best practices for long-term brand management. She is the accomplished author of three books: Building Distinctive Brand Assets, How Brands Grow: Part 2, and Better Brand Health. In this episode, we dive deep into the concept of brand health trackers and we explore the anatomy of a healthy brand. Additionally, we discuss the significance of packaging in building and refreshing memory structures, as well as its potential to convey shopping distinctive assets. Jenni is on the Senior Advisory Board of the Journal of Advertising Research and serves on three other Editorial Review Boards. Resources:
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| Jon Marshall | Designing for Impact with Pentagram | E42 | 24 Apr 2023 | 00:32:10 | |
Jon Marshall is a British industrial designer, partner at Pentagram, whose work fuses product design with strategy, branding, packaging and digital experiences. Jon joined Pentagram as a partner in 2018. Pentagram is a renowned multi-disciplinary, independently-owned design studio founded in 1972. Prior to joining Pentagram, he was director of industrial design consultancy Map, which he co-founded with Edward Barber and Jay Osgerby where he created products and experiences for global brands like IBM, Virgin Atlantic and Google. Jon was listed as one of Creative Review’s top 50 creative leaders. He has served on the jury of numerous design awards and he is a regular speaker at conferences and design events. In this episode, we discuss the importance of sustainability and changing consumer expectations, and the future of packaging design as part of the product experience. Jon also explains why packaging should be viewed as an integral part of the product, rather than a separate entity. Resources:
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| Isabel Cabello | Secretos del diseño gourmet | E41 | 10 Apr 2023 | 00:32:08 | |
Isabel Cabello es CEO y Directora Creativa en la Agencia andaluza Cabello x Mure. Isabel estudió bellas artes en la Facultad de Bellas Artes de la Universidad de Granada. En el año 2009 decidió crear su propia empresa de diseño, Isabel Cabello Studio, que confluirá en pocos años en la agencia Cabello x Mure. Su agencia se destaca por el diseño de productos gourmet, siendo reconocidos en certámenes del mundo entero. Entre ellos destacan los Pentawards, The Dieline, DNA Paris Awards y Anuaria. Paralelamente Isabel no ha abandonado su carrera como artista plástica que sigue nutriendo su trabajo como diseñadora. En este episodio, conversamos acerca de su paso de las bellas artes al diseño de envases. Isabel me comparte su búsqueda incansable de sentirse libre en su proceso de diseño para obtener perspectivas innovadoras. También habla de la importancia de la autenticidad en el diseño de marcas gourmet. Links Relevantes:
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| Ivan Bell | Stranger & Stranger Things | E40 | 27 Nov 2022 | 00:30:08 | |
Ivan Bell is Group Manager Director & CEO at Stranger & Stranger, one of the leading firms in the field of alcoholic beverage packaging For the past 23+ years, he has worked alongside Kevin Shaw, founder of Stranger & Stranger, in building the award-winning packaging consultancy. He oversees design from their locations in London, New York and San Francisco. Ivan also regularly serves as a jury member to trade and international design awards and undertakes speaking engagements on the power of good design. In this episode, we talk about how to create an unmistakable brand identity. Ivan also shares the keys to Stranger & Stranger's creative process and explains how to find the harmony between creativity and commerciality when it comes to big established brands. Resources:Follow us:
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| Mauro Porcini | The Design Pope | E39 | 14 Nov 2022 | 00:39:49 | |
Mauro Porcini is PepsiCo's first-ever Chief Design Officer. He joined the food & beverage corporation in 2012 where he is infusing design thinking into PepsiCo’s culture. Mauro is leading a new approach to innovation by design that impacts the company’s product platforms and brands, which include Pepsi, Lay’s, Mountain Dew, Gatorade, Sodastream, Doritos, Lifewtr, Bubly, Aquafina, Cheetos, Quaker, 7Up, Mirinda, amongst many others. His focus extends from physical to virtual expressions of the brands, including product, packaging, events, advertising, fashion and art collaborations, retail activation, architecture, and digital media. Mauro is the host of his own successful video podcast “In your shoes - with Mauro Porcini” where he interviews inspiring personalities from the creative community worldwide. Resources:The Human Side of Innovation. The Power of People in Love with People Follow us:My packaging design agency TRIDIMAGE Subscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes. | |||
| Jeremy Lindley | A Vision for Inclusive Design | E38 | 07 Nov 2022 | 00:38:20 | |
Jeremy Lindley is the Global Design Director at Diageo, the world's leading premium drinks business. Jeremy is responsible for transforming the Design capability and output of Diageo’s current brands and new products worldwide. He is passionate about the impact Design has on business performance and the way Design Thinking leads to breakthrough ideas wherever it is applied. Jeremy’s standout projects include Johnnie Walker Blue Label, Tanqueray 10, and the Johnnie Walker Brand Home in Edinburgh. In this episode, we talk about the revolution of inclusive design, that leads to better work and improved business outcomes. Jeremy explains why by including those previously excluded from the creative industry we will see an explosion of creativity. And he shares what are the biggest mistakes brands make when redesigning their brands and packaging. Prior to joining Diageo Jeremy was Head of Design for Tesco, responsible for the portfolio of 19,000 private label products and for leading the Store Formats and Design teams. His early career was as a Freelance Designer and University Lecturer. Jeremy is a Cannes Lions and TEDx speaker. He is Chair of the Design Business Association, a member of the Design Commission advising the UK government on design policy and a visiting Lecturer at INSEEC Business School. Resources:Johnnie Walker Princes Street Brand Home Project Follow us:My packaging design agency TRIDIMAGE Subscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes. | |||
| Hernán Braberman by Craig Constantine | Diving Into Packaging & Podcasting | E37 | 16 May 2022 | 00:12:30 | |
To deep dive into packaging & podcasting, today the guest is me, Hernán Braberman, and the host is Craig Constantine. Craig has been an Internet entrepreneur for twenty-five years and is currently the voice behind the Movers Mindset and Podcaster Community podcasts. His vision is a world where everyone can flourish. Craig´s mission is to create better conversations to spread understanding and compassion. In the Podcaster Community, he made a place where podcasters can share and amplify their enthusiasm for the art of podcasting. This episode discusses the parallels between podcast cover art design and packaging. I also share my view on podcasting. Resources:
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| Luciano Cassisi | Polémica en el diseño | E36 | 25 Apr 2022 | 00:27:56 | |
Luciano Cassisi es un experto argentino en identificación marcaria, creador de FOROALFA, profesor de la Universidad de Buenos Aires y, sobre todo, polemista profesional. Luciano dirige su propio estudio, Cassisi Branding y habitualmente dicta conferencias, seminarios y talleres sobre branding en universidades y congresos de diseño en diversos países de Latinoamérica. Comparte sus ideas por medio de artículos en FOROALFA y videos en su canal de YouTube, desde donde promueve la reflexión y el debate en torno al diseño, el branding y la comunicación. En este episodio conversamos acerca de las características particulares que tienen las marcas producto que las diferencian de las marcas corporativas. También me explicó por qué cree que las marcas gráficas no son mensajes sino elementos para firmar mensajes. Además me confesó porque la palabra diseñador no lo enorgullece mucho. Links Relevantes:Seguinos:
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| Beatriz Suárez & Miguel Ángel del Baño | Diseño estratégico de packaging | E35 | 11 Apr 2022 | 00:36:23 | |
¿Qué define a un diseñador estratégico de packaging? Beatriz Suárez y Miguel Ángel del Baño son co-fundadores del estudio de diseño MABA de Murcia, España. Beatriz es Directora de Estrategia en MABA, desde donde dirige proyectos de branding y packaging para productos de consumo. Bea Se formó en psicología y diseño, y es máster en neuromarketing y jurado en los Pentawards. Miguel Angel es Director Creativo del estudio, donde gestiona y desarrolla proyectos desde la conceptualización hasta la ejecución gráfica. Ambos son también docentes y dirigen el Máster Online de Diseño Estratégico de Packaging en Labasad. En este episodio conversamos acerca de la formación de las nuevas generaciones de diseñadores de packaging. También me contaron por qué creen que los diseñadores debemos preguntar más y asumir menos. Además nos divertimos mucho en el estreno del ping-pong de preguntas de BRANDERMAN. Links Relevantes:
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| Anne Miltenburg | Brand The Change | E34 | 28 Mar 2022 | 00:30:38 | |
Anne Miltenburg is a Dutch brand developer who has dedicated her career leveraging the power of 'brand' to advance ideas, products and services for social and environmental change. After a storied career as a designer, strategist and creative director at world renowned agencies Studio Dumbar, Lava and Interbrand, Anne left the agency world to found BrandThechange, an educational organization that trains changemakers in brand thinking skills from Nairobi, Kenya. The tools and brand resources that Anne and her team create for their learners are made available to all, such as Brand The Change, the guidebook, and the Brand Thinking Canvas. Anne's writing has appeared in Forbes, Stanford Social Innovation Review, Eye, amongst others. Besides her roles as CEO of Brand The Change, she is a consultant to African social impact brands like Internet of Elephants, Shujaaz Inc, and Flutterwave. Resources:Follow us:
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| Adam Ryan | The UN of Packaging Design | E33 | 14 Mar 2022 | 00:34:26 | |
Adam Ryan is a British designer and currently Head of Pentawards, the most prestigious global packaging design competition. Adam joined the Pentawards team in February of 2017. He studied Graphic Design at London College of Printing before becoming a fashion designer and creative consultant for several international brands which include: Westfields, Diesel, Kurt Geiger and Lexus. In this episode, we discuss the challenges and opportunities he faces while managing the world's most recognized packaging design competition. He also tells me what he has learned from producing the first Pentawards trends report and shares with me why we need to create a Sustainable Valley for packaging. Adam has a wealth of experience across various industries which include Fashion, Design, Branding, Marketing and Events. He has many packaging design articles published with the likes of Creative Review, It’s Nice That and Campaign.He is also one of the main contributors to The Package Design Book series published by Taschen. Resources:Follow us:
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| Ganadores Latampack | Hispanoamérica diseña packaging | E32 | 10 Jan 2022 | 00:24:03 | |
La relación entre el envase y la experiencia del consumidor es lo que hace de una marca y un producto un verdadero referente en el mercado. Es por eso que los Premios Internacionales Latampack buscan el reconocimiento internacional a la industria del diseño y producción de empaques en América Latina, destacando componentes como la calidad y creatividad de sus participantes. No solo tuve el honor de ser jurado de los premios Latampack sino que también tuve la oportunidad de conversar con tres de sus ganadores en el marco del Encuentro Virtual Latinoamericano de Innovación en Envases 2021 Este evento organizado por la revista El Empaque+Conversión, es un espacio de intercambio y actualización para los diferentes actores en la industria de envases y empaques en América Latina. Los invito a conocer la visión de cuatro diseñadores hispanoamericanos acerca de los retos y oportunidades del diseño de packaging en nuestra región. Links Relevantes:
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| Hernán Braberman por Ariel Bohe | El pasado, presente y futuro de un diseñador de packaging | E31 | 27 Dec 2021 | 00:30:36 | |
Para reflexionar sobre el pasado, el presente y el futuro del diseño, y de un diseñador de packaging, hoy el invitado soy yo, Hernán Braberman, y el anfitrión es Ariel Bohe. Ariel es comunicador, podcaster, facilitador en metodologías ágiles y fundador de Sentí Podcast, una productora y academia online de podcasting para marcas y organizaciones. En este episodio hablamos acerca de la historia de los envases y también reflexionamos sobre el presente y futuro del diseño de packaging. Finalmente conversamos acerca de algunas de las lecciones que aprendí durante más de 25 años de experiencia en el apasionante mundo de las marcas de consumo masivo y su diseño de packaging. Links Relevantes:
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| Brent Lindberg | Disrupting e-Commerce Packaging Design | E30 | 27 Sep 2021 | 00:33:15 | |
Brent Lindberg is Head of Curiosity at Fuseneo, a packaging innovation, development, and prototyping firm that crosses material and process boundaries to unlock solutions that help brands succeed online and on-shelf. Brent has directed packaging design projects for Google, Disney, Starbucks, and Amazon, to name but a few. In this episode, we discuss the biggest design differences between designing retail and e-com packaging. Brent also describes the 4 P´s of Packaging Design, he shares best practices for designing e-commerce packaging and tells me why he believes designers should be material and process agnostic. Resources:Follow us:
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| Tatiana Ryfer | Owner of a Private Brand | E29 | 13 Sep 2021 | 00:27:38 | |
Tatiana Ryfer is Head of the Branding & Visual Identity design department in Carrefour, and a member of the Pentawards jury. From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana has a design career marked by an international path. Tatiana contributed to building the design culture inside Carrefour. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints. In this episode, we discuss the role of packaging design in building successful private brands. She also tells me why it is important to build own brands transversally, and how sustainable packaging will take center stage in the near future. With prior experience in the Decathlon Group as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands. Her former experiences were split between Brazil, where she opened her own design studio specialized in branding, signage, and packaging and became a referenced packaging teacher in one of the most renowned design schools in the country, and New York where she spent three years doing a Branding & Packaging Masters in Pratt Institute and working for design agencies. *Owner of a Lonely Heart (Yes) - acoustic fingerstyle cover by Jack Isidore Resources:Follow us:
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| Hernán Braberman por Raúl Diaz Miranda | La trinidad Marketing, Branding y Diseño | E28 | 30 Aug 2021 | 00:27:29 | |
Marketing, Branding y Diseño. Diseño, Branding y Marketing. Para entender esta trininidad, hoy, el invitado soy yo, Hernán Braberman, y el anfitrión es Raúl Diaz Miranda. Raúl es un experto peruano en gestión estratégica de marcas, un verdadero creativo del marketing y un apasionado investigador de las tendencias de consumo. Tiene estudios de marketing en la Universidad Peruana de Ciencias Aplicadas y en la Escuela de Negocios ISCTE de Lisboa. Como estratega de marca y mentor, es solicitado frecuentemente para compartir sus conocimientos con empresarios y estudiantes de todo el mundo. Raúl es autor del libro “Es Puro Marketing: Una guía diferente para aprender Marketing y crear Marcas exitosas”. En este episodio analizamos cómo se está adaptando el packaging para atender las necesidades de los canales digitales y fundamentalmente al comercio electrónico. También reflexionamos sobre la situación actual del branding y del diseño de packaging en América Latina. Finalmente conversamos acerca de cómo el compromiso por la sostenibilidad está reescribiendo las reglas del diseño. Links Relevantes:
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| Fe Amarante | Closer to the Heart of the Brand | E27 | 16 Aug 2021 | 00:40:06 | |
Fe Amarante is a Brazilian designer and currently Sr. Creative Director & Head of Brand Design at Danone North America. Fe has extensive experience in brand building, consumer brands, identity development, and brand world creation, alongside life skills around acting as a diplomat and interpreter between business and creative languages. In this episode, we discuss why bringing a human approach to the way creative ideas are born, nurtured, and grown is key to achieving great design solutions. She also explains why a lot of times the design logic doesn’t follow the consumer feeling. And she shares with me why she thinks the client-agency model is broken and the potential solutions to fix it. Fe has crafted and re-imagined identity systems and brand worlds for global iconic brands. She has also helped various organizations find their true authentic expressions, translated to the world through design. *Closer to the Heart (Rush) - acoustic fingerstyle cover by Daryl Shawn Resources:Follow us:
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| Jasmin Druffner | A Reusable & Durable Package Loop | E26 | 02 Aug 2021 | 00:34:50 | |
Jasmin Druffner is an Industrial Designer focused on circular systems and conscious materials, currently designer and developer for Loop. Her focus is on durable packaging design, long-lasting and circular recycling materials. In this episode, she tells me how durable and reusable packaging will revolutionize the consumer experience. She also details the steps we should take to move packaging away from the current linear system, curving it into a circular system. Jasmin is passionate about creating solutions and connections between waste, design, and Biomimicry. Her personal work is centered on natural and biodegradable materials. Resources:Follow us:
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| Stef Hamerlinck | Let´s Define Branding | E25 | 19 Jul 2021 | 00:33:59 | |
Stef Hamerlinck is a brand strategist and designer living in Belgium. He runs his own branding studio with a wide variety of international clients in the CPG space. In this episode, he defines Branding and explains why it matters. Stef states that not all brands necessarily have to be different and that brand purpose is overrated. He also shares some design lessons he has learned over the years in brand consultancy. His podcast 'Let's Talk Branding' is a critical exploration of all things 'brand'. It features weekly interviews with industry leaders such as Byron Sharp, Phil Barden, and many more experts and has become a staple for brand-builders. Stef has an outspoken voice in the branding industry, with appearances on Chris Do's ’The Futur’, ‘Just Branding’, and many more. Resources:
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| Scott Boylston | ¿Are we Package Designers or Garbage Designers? | E24 | 05 Jul 2021 | 00:31:52 | |
Scott Boylston is co-author and graduate coordinator of the Design for Sustainability program at Savannah College of Art and Design, a transdisciplinary design program focused on facilitation change through systems thinking, design strategy, and behavior change. He’s the author of four books including one on sustainable package design, and his latest, “Designing with Society: A Capabilities Approach to Design, Systems Thinking and Social Innovation.” In this episode, he describes an innovation framework to achieve triple impact when it comes to designing sustainable packaging. He also tells me why he thinks the new generations will drive a paradigm shift in consumption. Scott is the founder and president emeritus of Emergent Structures (and its offshoot Re:Purpose Savannah), an award-winning non-profit organization that facilitates the deconstruction of unwanted housing stock and the innovative repurposing of the resulting materials into community-based resources through multi-stakeholder engagement. He is principal at BC+D, a sustainable innovation consultancy, and partner in two regenerative food equity start-ups focused on creating closed-loop, regionalized food system innovations. Scott’s design writing has been featured in design journals such as Design Observer, Print Magazine, Communication Arts, Sustainable Brands, and Core 77. He speaks internationally on design and sustainability, including a Design for Sustainability course on LinkedIn Learning. Scott is on the Board of Directors of Catapult Design, a National Design Award-winning non-profit design agency, and a member of the Founders Circle of the Winterhouse Institute. He has served on the state board of directors for USGBC-Georgia and the Governing Council of the National Academy of Environmental Design. Resources:
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| Peter Oberdorfer | The Prophet of Talking Labels | E23 | 21 Jun 2021 | 00:31:48 | |
Peter Oberdorfer is a 25 year veteran in digital entertainment and CGI, currently President of Tactic, an immersive creative and production studio based in San Francisco. Its team of engineers and designers specialize in experiences centered around virtual and augmented reality. Tactic has produced renowned apps such as the '19 Crimes Series', 'The Walking Dead', and recently 'Jack Daniel's AR experience'. In this episode, Peter teaches us how to tell effective stories in augmented reality and gain real user retention with packaging experiences. He also explains why AR has the potential to push the boundaries of storytelling and brand interaction. Peter has co-founded several well-regarded digital post-production firms, including the interactive firm Float Hybrid Entertainment, the Academy Award, and Emmy Award-winning visual effects studio Giant Killer Robots, as well as Hollywood's original previsualization firm, Pixel Liberation Front. Resources:Follow us:
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| Bruno Singulani | Playing at the NBA of Package Design | E22 | 07 Jun 2021 | 00:31:38 | |
Bruno Singulani is a Brazilian designer and currently the creative leader for all Global Food Brands at Nestlé, and a member of the Pentawards jury. Having graduated as a product designer, his professional and academic paths have eventually converged into roles with a strong focus on branding and strategic design management. In this episode, we discuss how to achieve a healthy balance between a global brand strategy and the freedom to be locally relevant. He also tells me why creating intimacy with a brand is key to develop impactful design solutions. Working with major Food & Beverage brands, Bruno believes in the essential value of anthropology and human-centric innovation to develop stronger design cultures and build long-lasting brands. Resources:Follow us:
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| Steve Osborne | To Redesign, or Not to Redesign, That Is the Question | E21 | 24 May 2021 | 00:37:38 | |
Steve Osborne is a British brand design specialist with over 30 years` experience creating, re-positioning and extending brands through package design. Steve is Managing Partner at Osborne Pike, a design studio based in Bath. His career started in Marketing at Unilever before he switched sides to join Design Bridge. After playing a leading role in that agency's development, including 7 years as Founder and Managing Director of the Amsterdam office, he set up Osborne Pike in 2002. In this episode, we analyze the biggest mistakes brands make when redesigning their packages. He tells me what packaging storytelling can achieve. Finally, he describes the qualities that a package design should have to stand the test of time and be distinctive. Resources:Follow us:
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| Uwe Melichar | Increase Value, Decrease Waste | E20 | 10 May 2021 | 00:25:05 | |
Why do brands struggle with sustainability? Uwe Melichar is a German sustainable packaging design expert, president of the European Brand & Packaging Design Association, and a long-standing member of the Red Dot jury. Uwe is focused on sustainable packaging solutions for international brands. Together with his team at MELICHAR Bros., he develops packaging and communication design for clients in Japan, Russia, China, the USA, and various European countries. In this episode, we discuss what "sustainable packaging" should be. We reflect on how to help consumer brands in the transition to a circular economy model. Finally, we understand why the word 'waste' needs to disappear from our vocabulary as soon as possible. Before founding MELICHAR Bros. in 2020, he led the packaging division at the brand agency FACTOR for over 25 years, where he developed packaging projects for Adidas, Bosch, C&A, Huawei, Gardena, Omron, and Miele. Uwe is also a lecturer at several universities, such as the University of Augsburg, a jury at the Pentawards, and a member of the Type Directors Club New York. Resources:Follow us:
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