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. While a low-price strategy has helped private labels attract consumers, relying solely on affordability is no longer enough for sustainable growth. Building a strong brand identity and a sense of quality is now the key to long-term success. As the first point of interaction between a brand and its consumers, packaging design must strike a balance between cost-efficiency and perceived quality. This discussion will focus on the following key questions:
- How can private labels establish a distinctive and recognizable visual identity to break away from a generic image?
- How can design innovation—through style, structure, and materials—help overcome the perception of being "cheap" and instead convey a sense of quality?
- How can packaging enhance functionality and convenience, using thoughtful details to win over consumers?