# 73 - Talking packaging design and disruption with Hernan Braberman from Tridimage

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2021-09-14
- Length: 54m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage
- Listen: https://encase.substack.com/p/73-talking-packaging-design-and-disruption-dec

## Summary

Hernan Braberman, founder of the Latin American packaging design consultancy Tridimage, shares his journey from studying industrial design in Argentina during the 1989 economic crisis to building a firm focused on '3D branding.' He details specific case studies, including a strategic redesign of Sernova vodka to create ownable structural attributes, a culturally rooted rebrand for Cuskenia beer, and a synesthesia-inspired chocolate bar for Cofler Block. Braberman also discusses the challenges of innovating with Halalón water by testing a mountain-shaped bottle base and the creation of a luxury crystal decanter for Brugal's Papa Andres rum.

## Chapters

- [0:08](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=8) Introduction and Origin Story
- [14:33](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=873) Founding Tridimage and 3D Branding Philosophy
- [18:15](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=1095) Sernova Vodka Redesign Case Study
- [32:42](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=1962) Cuskenia Beer and Design Constraints
- [36:57](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=2217) Cofler Block Chocolate and Synesthesia
- [40:16](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=2416) Kitchens of Africa and Cultural Storytelling
- [46:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=2770) Halalón Water Innovation and Prototyping
- [48:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-09-14-73-talking-packaging-design-and-disruption-with-hernan-braberman-from-tridimage#t=2929) Papa Andres Rum and Full Circle Moment

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Tridimage (company)
- Sernova (product)
- Cuskenia (product)
- Cofler Block (product)
- Halalón (product)
- Papa Andres (product)
- Brugal (company)
- Kitchens of Africa (product)
- Javier Mariscal (other)
- Dick Powell (other)
- Seymour Powell (company)

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## Citing this page

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