People of Packaging Podcast www.packagingpastor.com

About the Guest(s):
Kathy Guzman Galloway is the dynamic CEO of Clarity Wizard, well-versed in the art of brand positioning. With over 20 years of experience in the Consumer Packaged Goods (CPG) industry, Kathy has honed her skills through significant stints at PepsiCo, PepsiCo's Frito-Lay division, and Boost Mobile. Her consultancy, Clarity Wizard, focuses on helping brands in various stages of their lifecycle—including startups and well-established companies—find their unique voice and positioning in the market. Kathy is recognized for her unique approach to balancing the core principles of brand positioning with innovative packaging strategies.
About the Sponsors:
Specright has some amazing things happening! Please check them out below and help support the podcast!
* Specright Unpacked Webinar
* Gartner Report
* Packaging Pros eBook
* Home Page
* Book a demo with Specright
Meyers has some incredible sustainable packaging options!
* Get the 2023 Sustainability Report
* Meyers Packaging EPR eBook - it is FREE!!
Get the dopest Packaging shirts at www.packagingfashion.com
Book a demo with Trayak (LCA’s on demand!)
SmartSolve has water soluble label and paper materials. Learn more!
The Scrapp App is going to revolutionize home and corporate recycling. Download for your device today!
Episode Summary:
Join us in this captivating episode of the People of Packaging Podcast where host Adam Peek chats with Kathy Guzman Galloway, CEO of Clarity Wizard, about the transformative power of brand positioning and the pivotal role packaging plays in it. Coming to us from Dallas, Kathy infuses the conversation with her unyielding passion and extensive expertise in CPG, making this episode a must-listen for anyone interested in branding, marketing, and consumer behavior.
Throughout the episode, Kathy delves deep into the principles of brand positioning and discusses how packaging serves as the ultimate touchpoint for consumers. Learn how Kathy's background in companies like PepsiCo and Boost Mobile has shaped her consulting career, emphasizing the critical importance of differentiating your brand on retail shelves. Expect to gain invaluable insights on creating a compelling brand narrative, understanding your consumer needs, and designing packaging that resonates deeply with your target audience. Keywords: brand positioning, consumer engagement, CPG industry, innovative packaging, brand differentiation.
Key Takeaways:
* The Power of Packaging: Kathy underscores that packaging serves as the final and most critical touchpoint for consumer engagement, determining whether or not a product gets picked up from a retail shelf.
* Three Core Elements of Brand Positioning: Effective brand positioning hinges on understanding consumer needs, highlighting functional benefits, and expressing a unique brand voice.
* The Role of Authenticity: Kathy advises brands to lean into their authentic identities—whether related to their cultural background or personal beliefs—to create a genuine connection with consumers.
* Bridging Digital and Physical Presence: Attention to packaging details not only enhances physical shelf presence but also reinforces the brand in the digital space.
* Overcoming Market Challenges: Kathy discusses the nuanced decisions brands face in presenting their identities in a way that is both appealing and appropriate to their target audiences.
Notable Quotes:
* "The weight and the importance and the value that that package carries is literally, quite literally the most important thing that you can invest your time and energy in to bring everything to fruition."
* "Every brand has three parts to the puzzle: the consumer's needs, what makes the product different functionally, and what the brand itself brings to the table."
* "It is always better to lean into your voice than to avoid it."
* "[Nature's Nate] might have felt a terrible choice of this bright orange… but it really does its job."
* "It's more about identifying what do I

If you want to pick up your own pair, head over to Sonos.com and check them out!
Here’s what Deciphr.ai thinks I talked about!
About the Host:
Adam Peek is an unboxing enthusiast and packaging expert who is passionate about quality and sustainability in product presentation. Known for his comprehensive reviews, Adam delves into the nuances of packaging design, functionality, and environmental impact, particularly focusing on how these elements enhance the consumer experience. Adam both educates and entertains his audience, sharing insights gained from years of industry observation and participation.
Video Summary:
In this exciting video, Adam Peek takes us through the meticulous and thoughtfully designed packaging of Sonos' new headphones. He explores every aspect of the unboxing process, highlighting the minimalistic and sustainable design choices that Sonos has made. With an engaging and witty narrative, Adam emphasizes how the packaging's simplicity not only protects the product but also enhances the overall unboxing experience.
Adam's detailed review includes a close look at the packaging materials, such as water-activated tape and thermal paper labels, and how these elements contribute to sustainability. By focusing on recyclable materials and minimalistic design, Sonos ensures both ease of recycling and a high-quality presentation. Adam also showcases the versatility of the packaging, which includes features for retail and personal convenience, enhancing the product's appeal in various settings. Throughout the review, Adam underscores the synergy between Sonos' innovative packaging and their acclaimed audio products, making this episode a must-watch for eco-conscious consumers and packaging aficionados alike.
Key Takeaways:
* Sustainable Packaging: Sonos' use of water-activated tape and thermal paper labels contributes to eco-friendly packaging, ensuring all components are easily recyclable.
* Minimalistic Design: The streamlined, die-cut corrugated outer protection enhances presentation while maintaining minimal material usage.
* Robust and Retail-Ready: The rigid setup box is both protective and retail-friendly, offering solutions for both online shipping and in-store merchandising.
* Innovative Inserts: Use of molded fiber inserts and fiber-based materials throughout the packaging demonstrates a commitment to sustainability without compromising on protection.
* Customer-Centric Experience: Sonos' packaging design not only aligns with their brand's aesthetic but also focuses on customer convenience, mirroring the quality of their audio products.
Notable Quotes:
* "Everything about this is completely and totally easily recyclable."
* "So many companies overthink the initial unboxing, and I love the minimalistic nature here that Sonos is bringing."
* "The muted colors and the tones of the box, I think, are great."
* "This will slide in nice into my backpack. I love it."
* "Sonos does an incredible job of putting the music experience first, and they've done a ton of work to make the packaging experience be clean and crisp, just like their sound."
Resources:
* Sonos Website: Sonos
* Adam Peek: LinkedIn
Embark on this unboxing journey with Adam Peek to discover the impeccable intersection of sustainability and design in Sonos' product packaging. Don't miss out on the full episode for more insightful reviews and expert perspectives! Stay tuned for more engaging content from our series.


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Episode Summary:
In this engaging episode of Packaging Today, hosts Evelio Mattos, Adam Peek, and Cory Connors delve deep into the intricacies of composting with special guest, Justen Garrity of Veteran Compost. The discussion navigates the challenges and opportunities within the composting industry, particularly focusing on the handling of compostable packaging. Evelio, Adam, and Cory explore the realities faced by composting operators, shedding light on the essential, yet often overlooked, aspects of sustainable packaging.
Through an insightful conversation, Justen Garrity shares his experiences and thoughts on the current state of composting, the labeling of compostable products, and the potential impact of Extended Producer Responsibility (EPR) on the industry. Listeners will gain a comprehensive understanding of the operational challenges in composting, the role of labeling compliance, and the importance of both government and brand involvement in promoting sustainable practices.
About the Sponsors:
Specright has some amazing things happening! Please check them out below and help support the podcast!
* Specright Unpacked Webinar
* Gartner Report
* Packaging Pros eBook
* Home Page
* Book a demo with Specright
Meyers has some incredible sustainable packaging options!
* Get the 2023 Sustainability Report
* Meyers Packaging EPR eBook - it is FREE!!
Get the dopest Packaging shirts at www.packagingfashion.com
Book a demo with Trayak (LCA’s on demand!)
SmartSolve has water soluble label and paper materials. Learn more!
The Scrapp App is going to revolutionize home and corporate recycling. Download for your device today!
About the Guest(s):
Justen Garrity:Justen Garrity is the founder of Veteran Compost, a composting company located in the DC and Baltimore metro areas. As a veteran himself, Justen primarily hires veterans and their families, focusing on sustainable waste management and innovative composting solutions. With over 14 years in the industry, Justen has been an advocate for improved composting practices and labeling laws to enhance both commercial and residential composting processes.
Key Takeaways:
* Composting Challenges: The difficulties composters face include sorting out non-compostable items from compostable materials due to inadequate labeling and consumer confusion, leading to landfill diversions.
* Importance of Labeling: Effective and conspicuous labeling is crucial for the proper handling of compostable products, moving towards a standard that can be easily identifiable by both consumers and processors.
* Impact of EPR: Extended Producer Responsibility (EPR) could significantly improve the financial viability and efficiency of composting operations by ensuring proper compensation and accountability within the packaging lifecycle.
* Technological Innovations: While devices like Lomi are interesting for residential composting, they mainly serve as dehydrators and don’t effectively break down compostable materials as standard commercial composting does.
* Educational Internships: Internships at composting facilities provide valuable hands-on experience for packaging designers and engineers, offering insights into the practical challenges of sustainable packaging.
Notable Quotes:
* "The packaging company made some money, the paper distributor made some money, the brand made some money, and we didn’t make any money." - Justen Garrity
* "If it doesn't say certified compostable, you know, we’re going to divert to landfill." - Justen Garrity
* "I think government involvement in pushing for clear labeling standards can make it easier for consumers and composters alike." - Justen Garrity
* "We're trying to get people off polystyrene cups; I’m tired of seeing styrofoam cups." - Justen Garrity
* "Come spend 2 hours with us, it's eye-opening to see what's a problem in composting." - Justen Garrity
Resources:
* Veteran Compost: Learn more about Justen Garrity’s company and their services.
* Justen Garrity o

About the Guest(s):
Peter Hawkins is the Creative Director at Chase Design Group's Bristol, UK office. With a rich professional background in creative design, Peter has worked extensively on branding and packaging design for major brands like Nestlé and Procter & Gamble, as well as on more niche, boutique projects. A proud Scotsman residing in Bristol, Peter brings a unique blend of cultural heritage and professional expertise to his role.
About the Sponsors:
Specright has some amazing things happening! Please check them out below and help support the podcast!
* Specright Unpacked Webinar
* Gartner Report
* Packaging Pros eBook
* Home Page
* Book a demo with Specright
Meyers has some incredible sustainable packaging options!
* Get the 2023 Sustainability Report
* Meyers Packaging EPR eBook - it is FREE!!
Get the dopest Packaging shirts at www.packagingfashion.com
Book a demo with Trayak (LCA’s on demand!)
SmartSolve has water soluble label and paper materials. Learn more!
The Scrapp App is going to revolutionize home and corporate recycling. Download for your device today!
Episode Summary:
In this enlightening episode of the People of Packaging Podcast, host Adam Peek welcomes Peter Hawkins, the Creative Director of Chase Design Group's Bristol office. The conversation covers a wide array of topics ranging from the nuances of logo design and package branding to Peter’s personal passion for sports and unique regional delicacies. As they delve into creative processes, Peter offers valuable insights into creating impactful brand marks, managing design consistency, and working with both large corporations and smaller niche brands.
The episode kicks off with a casual yet informative discussion about Peter's background and his journey to becoming the Creative Director. Moving deeper, Peter articulates the meticulous processes involved in logo design for packaging, sharing an example of his work with the wine brand Black Chalk. The dialogue also navigates through the technical aspects of typography and kerning, underlining the critical importance of detail in making a lasting brand impression. Furthermore, the duo discusses how smaller studios can remain nimble and creative despite the frequently daunting demands of the design world.
Key Takeaways:
* Brand Mark Design: Creating an effective brand mark involves understanding the balance between typography, style, and market impact.
* Importance of Detail: Even minor font adjustments like kerning can significantly affect the overall perception of a brand.
* Initial Concept Development: The ideation phase often starts with pen and paper, which helps in refining ideas effortlessly before transitioning to digital platforms.
* Client Collaboration: Clear communication and iteration with clients are crucial, especially for name generation and brand identity establishment.
* Adaptability: Operating in a smaller studio setting necessitates a nimble approach to manage both large-scale and niche projects efficiently.
Notable Quotes:
* "Some people might think it's unnecessary, but really getting into the detail of things and refining is crucial."
* "The form and style of the word mark are quite crucial in packaging in terms of impact."
* "We like to be very hands-on, whether that's pen and paper or a more digital approach."
* "People equate the quality they see within the design work with the brand and then the product or service that the brand is providing."
* "It helps when you're trying to become the lead creative in the studio, being the first one there."
Resources:
* Chase Design Group: chasedesigngroup.com
* Email Contact: hello@chasedesigngroup.com
* Black Chalk Wines: An example of Peter Hawkins' work in wine branding.
* LinkedIn Profile of Peter Hawkins: To be bolstered and updated for direct professional inquiries.
Stay tuned to the People of Packaging Podcast for more insightful discussions with industry leaders and innovators who shape the world of packaging and branding!

About the Guest(s):
Evelio MattosEvelio is the host of the Packaging Unboxd podcast and a maestro in the field of packaging design. Hailing from Phoenix, Evelio grew up in Dusseldorf and has a long history in the packaging industry, often sharing insights through his YouTube channel and podcasting endeavors.
Adam PeekAdam is known for his engaging talk shows on the latest in packaging trends. A sales expert, Adam's presence adds a dynamic layer to the discussions, making industry insights accessible and entertaining.
Cory ConnorsCory is renowned for his role as Corygated and as the voice behind the Sustainable Packaging Podcast. With a focus on eco-friendly practices, Cory brings essential insights into sustainable packaging solutions.
About the Sponsors:
Specright has some amazing things happening! Please check them out below and help support the podcast!
* Specright Unpacked Webinar
* Gartner Report
* Packaging Pros eBook
* Home Page
* Book a demo with Specright
Meyers has some incredible sustainable packaging options!
* Get the 2023 Sustainability Report
* Meyers Packaging EPR eBook - it is FREE!!
Get the dopest Packaging shirts at www.packagingfashion.com
Book a demo with Trayak (LCA’s on demand!)
SmartSolve has water soluble label and paper materials. Learn more!
The Scrapp App is going to revolutionize home and corporate recycling. Download for your device today!
Episode Summary:
Join Evelio Mattos, Adam Peek, and Cory Connors in this compelling episode of Packaging Today as they delve into the latest happenings from Drupa 2023 in Dusseldorf. Tune in for firsthand accounts from one of the packaging industry's most significant events and get a sense of the vibrant exchange of ideas and technologies that took place.
In addition to discussing Drupa, the trio explores the real value of attending and exhibiting at industry conferences. With a witty exchange and practical insights, they unravel the importance of these events for networking, learning, and achieving a better ROI. Wrapping up, they dive into the world of design awards, balancing the value they bring against the pressures they impose on design agencies.
Key Takeaways:
* Evelio provides an in-depth look at his experience attending Drupa 2023, highlighting key exhibits and innovations in print packaging.
* Adam Peek and Cory Connors weigh in on the pros and cons of attending versus exhibiting at industry conferences and the resultant ROI.
* The conversation turns to the addictive nature of design awards in the industry and questions whether they truly add value or distract from catering to consumer needs.
* The role of networking and off-site events in maximizing the benefits of attending industry conferences is emphasized.
* The team shares practical advice for young designers and seasoned professionals on making the most of industry events.
Notable Quotes:
* "It takes three weeks just to get everything set up in the first place. You've got pulping, you've got recycling, you've got molded fibers, the entire chain of machines connected together to do some pretty cool stuff." - Evelio Mattos
* "If we were aiming at awards, it could hamper the type of work we're able to do because we might be doing it for designers rather than our clients or their customers." - Simon Foster, cited by Evelio Mattos
* "Do I have customers or prospective customers who are going to the show? Are my competitors going to be there? That’s how I would assess the ROI of attending an industry event." - Adam Peek
* "I can't tell you how much I’ve learned at recent events. There's so many great ones, and they can add so much value if you approach them the right way." - Cory Connors
* "Our goal is to sell as much products as we can, not to single out one tiny little group with a design only creatives would love." - Evelio Mattos
Resources:
* Packaging Unboxd YouTube Channel: Check it out here
* Sustainable Packaging Podcast: Find more episodes here
* Adam Peek: LinkedIn profile
* Sarah Sc

About the Guest(s):
Bryan Boatner is the Global Managing Director for Automation at Ranpak, a company renowned for its focus on paper-based packaging solutions and sustainability. With a deep-seated interest in how things are made, he brings a rich history of experience in manufacturing engineering and machine vision technology to the table. His career trajectory began at GE Aircraft Engines and later transitioned to a 20-year tenure at Cognex, where he honed his skills in machine vision within manufacturing and logistics. At Ranpak, Boatner leads a team of 140, driving the company's global automation strategy.
About the Sponsors:
Specright has some amazing things happening! Please check them out below and help support the podcast!
* Specright Unpacked Webinar
* Gartner Report
* Packaging Pros eBook
* Home Page
* Book a demo with Specright
Meyers has some incredible sustainable packaging options!
* Get the 2023 Sustainability Report
* Meyers Packaging EPR eBook - it is FREE!!
Get the dopest Packaging shirts at www.packagingfashion.com
Book a demo with Trayak (LCA’s on demand!)
SmartSolve has water soluble label and paper materials. Learn more!
The Scrapp App is going to revolutionize home and corporate recycling. Download for your device today!
Episode Summary:
In this engaging episode of the People of Packaging Podcast, host Adam Peek delves into the realms of packaging automation, paper-based solutions, and the influence of automation on the packaging experience. This show presents a mix of personal stories and in-depth exploration of cutting-edge packaging innovations with guest Bryan Boatner.
Diving into the world of logistics automation, Boatner shares his path from manufacturing engineering to leading the automation charge at Ranpak. Emphasizing the company's unwavering commitment to sustainability, he discusses products like "AutoFill" and "Cut-It," which optimize packaging processes and contribute to environmental and economic efficiency. With a nod to the history of Ranpak and the influence of figures like Jay Leno and John Ratzenberger (Cliff Clavin from Cheers), Boatner paints a picture of a company deeply rooted in creative problem-solving and eco-consciousness.
Key Takeaways:
* Ranpak stands for "random packaging," a nod to the company's origin in addressing the variability in product packaging needs with paper solutions.
* Bryan Boatner’s expertise in machine vision and AI contributes to innovative packaging automation solutions that enhance efficiency and the customer experience.
* Core products like "AutoFill," "FormIt," "PadIt," and "Cut-It" reflect Ranpak's commitment to sustainability, quality, and process optimization.
* Ranpak's approach to packaging automation is unique in its provision of multi-faceted ROI, offering labor savings, shipping benefits, and positive unboxing experiences.
* John Ratzenberger, known for his role as Cliff Clavin in Cheers, was connected to the packaging industry through his company EcoPac, which Ranpak acquired.
Notable Quotes:
* "The initial patent was actually a machine…it converted kraft paper into shock-absorbing, crinkled paper for use in cushioning auto parts."
* "These organizations are hungry for data…the more that you can automate, the higher your quality is going to be, the more efficient your operation is going to run."
* "Not only is it a labor savings play but you also have a shipping savings…it's all combined into this really compelling ROI for these customers."
* "In the context of working with customers that are very sustainability-focused, Ranpak is just well known within the industry for always having that focus on sustainability."
Resources:
* Ranpak's Website: ranpak.com
* Bryan Boatner's LinkedIn Profile: https://www.linkedin.com/in/bryan-boatner-2552887/
Encourage your curiosity for automation, sustainability, and the stories behind the innovation by listening to the full episode with Bryan Boatner. Discover fascinating insights into packaging