Owner of a Private Brand

Episode notes

Tatiana Ryfer is Head of the Branding & Visual Identity design department in Carrefour, and a member of the Pentawards jury.

From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana has a design career marked by an international path.

Tatiana contributed to building the design culture inside Carrefour. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints.

In this episode, we discuss the role of packaging design in building successful private brands. She also tells me why it is important to build own brands transversally, and how sustainable packaging will take center stage in the near future.

With prior experience in the Decathlon Group as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands.

Her former experiences were split between Brazil, where she opened her own design studio specialized in branding, signage, and packaging and became a referenced packaging teacher in one of the most renowned design schools in the country, and New York where she spent three years doing a Branding & Packaging Masters in Pratt Institute and working for design agencies.