Writing

Notes from the shelf.

What I have learned making packaging that sells: craft, strategy, sustainability and regulation. No trend pieces, no filler; every argument anchored in work that went into production.

  • Packaging and the EU PPWR: what changes on the shelf from August 2026

    The new European packaging regulation is a design briefing in disguise. What it demands of every pack sold in the European Union, and why structural efficiency is about to become a competitive weapon.

    Regulation · Sustainability

  • The pack is the salesperson, especially in a new category

    A product almost nobody in Brazil knew, a market selling disgust, and the box that explained, convinced and closed the sale on its own: judged the most effective marketing pack in the world in 2026.

    Shelf strategy · Case study

  • Structure first: why the die-line is the real design

    The most beautiful artwork will not save a pack that fails in assembly, in transit or at the edge of the shelf. What a 50% cut in assembly time taught me about where design actually happens.

    Craft · Structure

  • Attributes do not sell. Benefits do.

    Total Clean technology, enamelled trap, Eco spray: three true attributes that sell nothing at shelf. How to turn engineering into everyday gain, and why you get two attributes, not ten.

    Method · Information hierarchy

  • When not to invest in packaging design

    A 250-real fixture in a generic 15.50 box can be the smartest decision in the project. The three routes a pack can take, and the four variables that set how much each one deserves.

    Strategy · Investment

  • When competitors copy your packaging

    Four brands copied the packaging of Brazil's leading shower kit, down to the black side band. Defending the standard meant losing slowly: the Acqua Plus case and the way out through rupture.

    Shelf strategy · Case study

  • 150 SKUs, three people and a new regulation

    How to reversion more than 150 packs for the rules of ANVISA (Brazil's health regulator) in a team of three, without breaking the brand system. And why the PPWR will demand the same discipline in Europe.

    System · Regulation

  • The label designed for a phone camera

    Not every pack is seen at shelf. Some exist only in a customer's photo, held in the hand, with no studio. What that frame decides before the first layout.

    Brand and label · Case study