Libby Munford talks with a leading expert, Brent Lindberg, founder of Fuseneo, to discuss best practice in the field of e-commerce packaging design.
WHAT’S THE SECRET TO EFFECTIVE E-COMMERCE PACKAGING DESIGN? LM: Could you tell me a bit about Fuseneo? BL: Fuseneo is really about merging different disciplines, talents, materials and processes to create something new. I founded the company about 13 years ago to help brands navigate packaging challenges in design, prototyping and manufacture. We have a team made up of industrial designers, graphic designers, and packaging engineers. We are material and process agnostic, meaning that we can help brands to look across multiple materials and options when we help them to tackle issues like sustainability or e-commerce. I founded the company after spending about a decade on the manufacturing side as an in-house designer for a large manufacturer. I saw the challenges that brands faced in terms of owning their own design equity and understanding their options.
They would go to a manufacturer, who would want to sell them the thing they made. So, unless they worked on projects with a dozen different manufacturers, they really didn’t know what their options were. Then, when it came to negotiating, if that manufacturer designed it then they probably owned it. I saw a number of these challenges, so really wanted to create a separate team that could help brands design and manage packaging.
LM: And how has your company been working throughout the pandemic? BL: We’ve been fortunate. We have a large studio and shop here because of all the prototyping and fabrication, and that’s been challenging with only allowing one person at a time to come in. We’ve been able to work from home, and I’ve seen a shift in some of the projects that have been going on. There are certain brands that have Packaging Europe | 11 |
