(sharpener rumbles)
- I'm Evelio Mattos, a Packaging Designer
focused on luxury brands.
(violins strum)
I look at designing packaging as an extension
of the product itself, as a way to distill the experience.
So just communicate one message to the consumer.
So taking from product design,
there's a lot of principles out of product design
that I'll implement into packaging.
It's not having excess components
just for the sake of having excess components.
It's really stripping away.
(violins strum)
As a packaging designer,
I create opportunities for brands
to connect with consumers.
Brands will send me products
and I experience the product on its own merit
without packaging, then build a story with a brand.
Typically, we're gonna focus on sustainability,
but we want to create an experience
that ties back to the brand.
Everything from the way the box feels
to the weight of it, to the size of it,
and the different steps that a consumer has to go through.
As we're talking, I'll be developing concepts
just at a fast pace, I'm gonna start piecing together
all the different things that resonate with them,
and building out a new, complete structural concept.
We'll just do some really rough measurements.
I'll take out a sheet of board and start cutting,
and building a prototype just as a proof of concept.
Make sure that the structure works
and delivers the experience
that we're driving towards.
Once we complete that, we'll look
to graphics to complete the story,
everything from the position of the logo
to the messaging, to the story that's told
as the box unfolds and reveals the product.
We talk to suppliers that already understand sustainability.
They've created new processes
in order to increase the sustainability of the paper.
In the instance of the box
that we're creating here, the paper for this box
was actually made from recycled coffee cups.
Not only are we reducing the amount of material
in landfill, we're also creating paper
that can then be recycled
and repurposed for future use again.
The story that we wanted to tell with this box
is that we wanted to tie the graphics
from the book into the box
without overpowering the graphics on the book.
So in order to do that,
we created multi-level embossing dyes,
working with a team out of Indonesia
to manufacture the boxes.
They hand cut these dyes, and the craftsmanship
that goes into creating these dyes is amazing.
As the recipient opens it,
they're exposed to the graphics,
but only on a tactile level.
When they lift up that inner panel,
and they see the book, it all ties together.
And then the book becomes the hero.
The box fades away,
and the box then becomes easily separated and recycled.
(classical music)
Having done this for nearly 20 years,
I really pull from a lot of experience.
I'm not necessarily inspired by what's current,
but the different things that have inspired me
throughout my life.
Today, there's a lot of things out there
that are amazing, but I typically go back
in time and see what are the classics.
(classical music)
What gets me up in the morning is being able
to create new concepts, new structures,
new designs that are not only going
to create experiences for consumers,
but also showing brands how
to create interesting interactions
with consumers that is also gonna be sustainable.
All those different things that we experience
in our life as packaging,
there's definitely ways to create those
in a sustainable manner.
That's gonna also inspire other designers
and other brands to take that path and reduce the amount
of waste that we're creating on this planet.
And that's really what drives me.