Great packs start long before the label.
Episode 4 of The Effectiveness Gap dives into the symbiosis between 2D brand design and 3D structural design, and why aligning them early changes everything.
Our guests are Ronald Lewerissa, Packaging Innovation Lead at Generous Minds, and Marcel Verkaik, Creative Director at FLEX/design.We unpack the real-world pitfalls: 2D sprint timelines versus 3D marathons, sustainability as the primary driver, and the costly moment when format decisions (bottle, box, material) are locked too soon.
Ronald and Marcel show how bringing 2D in before the format is fixed gives sustainable options a fair shot, improves consumer acceptance, and frees 2D to communicate why the change matters.Takeaways for brand owners: align strategy early, accept compromises, and plan for “format first, form next.”The Effectiveness GapThe Effectiveness Gap is a series of 10 episodes in which we, as Perspective, look with experts at all aspects that can increase the effectiveness of a design process for brands and packaging.
To learn more about a new perspective on the design process for brands and packaging, visit wegiveperspective.com or follow us on LinkedIn.
This podcast series is created and produced by Perspective, and hosted by Nike Stellamans and Marcel Verhaaf. Recording, editing and mastering by De Podcastexpert.