The Art of Unforgettable Packaging Design | Ep 163

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From Brief to Shelf: How to Design Packaging that Makes a Lasting Impression

About the Guest(s):
Spencer is a renowned personality from Taxi Studio, where he engages as part of the leading team, currently partnering with Alex and Ryan. With a traditional start at school with a keen interest in design, Spencer transitioned through the guidance of influential mentors to pursue design at Somerset College. It's there he met his future business partners. After working in various design capacities, including a stint in London's brand consultancy scene that enriched his experience with premium brands, Spencer, along with his partners, established Taxi Studio in 2002 during the Queen's golden jubilee. Over nearly 22 years, Spencer has grown Taxi Studio while maintaining a strong friendship with his business partners, reflecting a shared depth of passion for design and creativity.

Episode Summary:
Join us in this captivating episode as we delve into the intricate world of packaging and design with Spencer from Taxi Studio. Spencer shares his journey from a budding design student guided by pivotal figures to the inception of Taxi Studio and its rise to becoming a design powerhouse. The discussion flows through the nuances of starting a design business, maintaining partnerships, and the importance of truly understanding and valuing the design process.
Spencer imparts valuable insights on the three C's crucial for business success: Capability, Chemistry, and Cost. With these touchstones, he provides a roadmap for upcoming designers and agencies seeking longevity and quality in business relationships. Alongside, Spencer unravels the complexities of successful branding for global clients and packaging design specifics - essential knowledge for anyone entrenched in or curious about the design industry.

Key Takeaways:
Recognize your Capabilities and be straightforward about what can be genuinely offered to the client.
Chemistry: Building enduring relationships with clients and within your team can dramatically impact the course of your business.
Understand your Cost; acknowledge the value brought to client organizations and price your services accordingly.
The evolution of Taxi Studio's philosophy from "fearless creativity" to "creating unforgettable" speaks volumes about responsiveness in branding.
A solid understanding of the final production processes, like can printing, underscores the significance of attention to the final details in the work.

Notable Quotes:
"You can smell a shark from a mile off, I think. But good luck to them." - Spencer on the authenticity of success stories.
"Success is…measured by the people that want to hang out with you, and not so much whether you're driving a Ferrari or your house is a mansion…" - Spencer sharing his measure of true success.
“…it infects every part of your being. When you're passionate about something, so do things you love.” - Spencer on the driving force behind passion in design.
"We add a huge amount of value to the client organizations that we work in, and we're not afraid to put a price on that." - Spencer on valuing design work.
"Design and the impact it has on the commercial world…can also completely crash a business. So we are in a position of great responsibility." - Spencer on the power and responsibility in design.

Resources:
Taxi Studio's official website

Evelio's LinkedIn

Encourage your design instincts and enhance your industry knowledge by listening to the full episode, where Spencer shares more stories and wisdom from his substantial experience in the field. Stay tuned for more enlightening dialogues and explorations into the ever-evolving world of design.

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