Hardware Podcasts

55 - Satoru Wakeshima, Managing Partner at CBX

People of Packaging · 23 Mar 2021 · 57m

What this episode covers

Satoru Wakeshima, Managing Partner at CBX, discusses how packaging design drives consumer behavior and brand architecture for major brands including Snapple, Doritos, Clorox, Land O'Lakes, Pillsbury, and Motts. He explains how CBX uses emotional branding, portfolio architecture, and specific materials like PET and shrink sleeves to create visual cues that elicit specific reactions, such as the 'flaming hot' experience for Doritos or the 'making' experience for Pillsbury. The conversation highlights the shift toward e-commerce considerations, such as thumbnail legibility, and the importance of unboxing experiences, exemplified by Warby Parker's packaging. Wakeshima also details the strategic rebranding of Land O'Lakes to remove the maiden and focus on farmer stories, and the use of clear pouches in Motts packaging to address safety concerns regarding mold visibility.

Most relevant to

established companies

Topics

Mentioned

Companies
CBX, Warby Parker
Products
Snapple, Doritos, Clorox, Land O'Lakes, Pillsbury, Motts
Tools
Miro

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