Designing packaging is more than just dressing a product. Good design informs, seduces, creates an experience and even saves the planet.

Branderman Podcast Hernán Braberman

Episode 11

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Nacho Lavernia | The Designer as Communicator

August 14th 2020

Episode notes

Where can we find the beauty of a design? Nacho Lavernia is the Creative Director of Lavernia & Cienfuegos and one of the top references in Spanish design. In 1994, he co-founded the studio Lavernia & Cienfuegos with Alberto Cienfuegos, where he develops product design, packaging and graphic design projects for Spanish and multinational companies.

In this episode we talk about the role of design in building a brand. He told me why he thinks less is more when it comes to packaging design. We also reflected on how humor creates powerful emotional bonds with consumers.

Nacho Lavernia received the National Design Award in 2012 from the Spanish Ministry of Economy for his professional career.

In 2011 the Council of Ministers recognized him with the Gold Medal of Merit for his work. He has been president of the Association of Designers of Valencia and professor at several design universities.

Its main clients are Unilever, Delhaize, Zara, Puig, Philip Morris, Oriflame, Natura, RNB, Nong Fu, Kose, Kao Corporation, among others.

His projects have been recognized with awards such as Laus, Delta, AEPD, Certificate of Typographic Excellence Design Plus ISH from the German Design Council and the Platinum Pentawards.

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