# 42 - Joe Fernandez - Packaging Designer from Vera Pradley

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2020-12-17
- Length: 43m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley
- Listen: https://encase.substack.com/p/42-joe-fernandez-packaging-designer-3fb

## Summary

Joe Fernandez, a packaging designer at Vera Bradley, discusses his career path from accounting to packaging, including his time at Fisher Price and PacSess (now BillerudKorsnäs). He details specific engineering challenges, such as tape failure in cold temperatures and the rapid design of sustainable packaging for pandemic-era masks. Fernandez also explains how Vera Bradley optimizes its supply chain through lightweighting and automation while maintaining a strong focus on sustainability and corporate culture.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=10) Introduction: Joe Fernandez and Career Origins
- [4:08](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=248) Fisher Price Co-op and Tangible Packaging Design
- [10:30](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=630) Corrugated Manufacturing and Tape Failure Analysis
- [14:59](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=899) PacSess/BillerudKorsnäs and Global Brand Packaging
- [20:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=1210) Vera Bradley Supply Chain Optimization and Automation
- [25:13](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=1513) Rapid Mask Packaging Design During the Pandemic
- [32:22](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=1942) Sustainability Philosophy and Material Selection
- [37:32](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-12-17-42-joe-fernandez-packaging-designer-from-vera-pradley#t=2252) Ideal Recycling System and Career Advice

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies

## Mentioned

- Vera Bradley (company)
- Fisher Price (company)
- PacSess (company)
- BillerudKorsnäs (company)
- RIT (other)
- Doxolent (other)

## Related episodes from other shows

- [72: All Roads Lead to a Heat Sealed Pouch](https://hardwarepodcasts.com/podcast/thoroughly-considered/2021-09-22-72-all-roads-lead-to-a-heat-sealed-pouch) (Thoroughly Considered)
- [89: Stretchy and Smudgy](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-11-17-89-stretchy-and-smudgy) (Thoroughly Considered)
- [437: This is a terrible thing to say…](https://hardwarepodcasts.com/podcast/making-it/2024-04-12-437-this-is-a-terrible-thing-to-say) (Making It)
- [S1E23 A-Team Engineering, From Ireland to the United States | Ronan Jenkinson](https://hardwarepodcasts.com/podcast/being-an-engineer/2020-07-24-s1e23-a-team-engineering-from-ireland-to-the-united-states-ronan-jenkinson) (Being an Engineer)
- [25: Q&A](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-03-30-25-q-a) (Thoroughly Considered)

## Citing this page

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