From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana Ryfer has a design career marked by an international path.
As Global Brand Identity Director at Carrefour for over 13 years now, Tatiana was able to contribute to building the design culture inside the company. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints.
With a prior 3-year experience in the Decathlon Group - leading European Sports Retailer, known for its innovation approach - as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands and to collaborate with its 160 members design team.
Her former experiences were split between Brazil, where she opened her own design Studio specialized in Branding 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 3 years doing a Branding & Packaging Masters at Pratt Institute and working for design agencies.
Drawing from this diverse background, Tatiana offers a comprehensive, 360° design approach and a deep passion for crafting authentic brands that communicate, engage, and resonate with their audiences.
In recent years, China's private label market has experienced rapid growth. From 2022 to 2024, the share of innovative private label products surged from 11% to 26%, making it the fastest-growing market globally. In a fast-changing and highly competitive retail landscape, private labels are no longer just budget alternatives: they're becoming true brand powerhouses. This session explores how retailers can build, elevate, and sustain a strong private label portfolio that resonates with today's consumers. We'll take a deep dive into Carrefour's transformation, focusing on its non-food brand design strategy. From portfolio simplification to rebranding, discover how design has been a key driver of relevance, visibility, and desirability.