How Base NYC ReFreshed a 130 year old Brand's Packaging

Have a Packaging Question? DM here: https://www.linkedin.com/in/eveliomattos/ In this episode of Packaging Unboxed, host Evelio Mattos explores the transformative power of packaging with Base Design's Geoff Cook and Anthony Franklin. The discussion illuminates how packaging extends beyond mere product protection, serving as a vital component in shaping a brand's identity and engaging its audience on multiple levels. By examining Base Design's comprehensive and world-building approach, the episode provides valuable insights for brands seeking to create cohesive and impactful experiences. Throughout the conversation, Evelio Mattos, along with his guests, delve into the multi-faceted role of packaging in reinforcing brand storytelling and community engagement. They emphasize the importance of consistent visual identity across platforms, discussing how strategic design decisions, such as color and typography, forge memorable brand experiences. Highlighting Base Design's recent work with Bonjournie, the group illustrates how rebranding can renew an institution's image while maintaining its core values, ultimately strengthening its market presence and appeal. The dialogue also touches upon the evolving role of designers within branding agencies. Anthony Franklin reassures that there's a place for lifelong graphic designers who prefer to remain hands-on, emphasizing that career growth can be about honing one’s craft rather than rising up the corporate ladder. This episode serves as a thought-provoking resource for students, agency leaders, and designers seeking to deepen their understanding of brand storytelling and packaging's strategic impact. Guests: Evelio Mattos is the Creative Director at IDP Direct, specializing in high-end packaging for the fashion, tech, and luxury markets. He is also the host of Packaging Unboxed, sharing insights from top designers to provide a deeper look into the creative processes behind brand-defining packaging. Geoff Cook partner at Base Design, an international branding agency. He brings a strategic focus to identity and brand development, working with diverse sectors such as fashion, food, and luxury. His notable projects include rebranding efforts for giants like Apple and H&M. Anthony Franklin is a partner at Base Design, specializing in transforming the brand image for companies across various industries. With a keen eye for detail and a strategic mindset, Anthony has played an instrumental role in rebranding prestigious institutions and aligning them with modern consumer expectations. Key Takeaways: Packaging is more than a protective layer; it is a strategic tool for storytelling and brand identity building. In branding, consistent use of color and design elements across all platforms creates a cohesive and memorable brand experience. Rebranding efforts require a balance between honoring a brand's history and modernizing its image to stay relevant to contemporary consumers. Designers can choose to focus on skill refinement and stay actively involved in creative processes rather than pursuing management roles. Successful brands foster engaged communities by using storytelling to build strong, emotional connections with their audiences. Connect and learn more about Base Design at: https://www.basedesign.com Learn more about IDP Direct at:  https://www.IDPdirect.com