# 55 - Satoru Wakeshima, Managing Partner at CBX

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2021-03-23
- Length: 57m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx
- Listen: https://encase.substack.com/p/55-satoru-wakeshima-managing-partner-8d2

## Summary

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.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=10) Introduction: Satoru Wakeshima and CBX Overview
- [11:35](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=695) Emotional Branding and Consumer Behavior
- [20:20](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=1220) Snapple: PET Transition and Shrink Sleeve Design
- [28:51](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=1731) Doritos: Flaming Hot Portfolio and Visual Cues
- [32:09](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=1929) Clorox: Global Portfolio Architecture and Cleanliness
- [40:14](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=2414) Land O'Lakes: Decolonizing the Brand and Farmer Story
- [45:47](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=2747) Pillsbury: From Baking to Making Experience
- [51:33](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx#t=3093) Motts: Clear Pouches and Safety-Driven Design

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

established companies

## Mentioned

- CBX (company)
- Snapple (product)
- Doritos (product)
- Clorox (product)
- Land O'Lakes (product)
- Pillsbury (product)
- Motts (product)
- Warby Parker (company)
- Miro (tool)

## Related episodes from other shows

- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [230: Product Packaging Advice for Your New Hardware Invention](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention) (Product Startup)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [Why This Architect is Choosing to Build a National CPG Wellness Brand](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-02-why-this-architect-is-choosing-to-build-a-national-cpg-wellness-brand) (The Startup CPG Podcast)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2021-03-23-55-satoru-wakeshima-managing-partner-at-cbx. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.