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Designing with Purpose: Alyssa O’Halloran’s Journey into Sustainable Packaging
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In this episode of The Power of Packaging, we chat with Alyssa O’Halloran, Manager of Packaging Design and Sustainability at Munchkin and Curio. Alyssa takes us on her unexpected journey from graphic design student to "trash designer"—a term she proudly embraces. She’s helping reshape the industry by merging creativity with sustainability, all while balancing the needs of two very different brands.
From designing packaging for shelf-ready baby products at Munchkin to creating luxurious unboxing moments for Curio’s DTC line, Alyssa shares how thoughtful packaging can drive both brand value and environmental impact.
Key Lessons Covered in This Episode:
🔹 Two Brands, One Mission:
How Alyssa juggles packaging strategies for both Munchkin and Curio—balancing high-volume retail and premium direct-to-consumer design.
🔹 Designing with the End in Mind:
Why Alyssa calls herself a "trash designer"—and how thinking about a package’s end-of-life shapes smarter design choices.
🔹 Sustainability in Action:
How Munchkin is making real moves toward reducing plastic in packaging and embracing more eco-friendly materials.
🔹 The Power of Perception:
How sustainable packaging can still look beautiful, premium, and elevate the customer experience.
🔹 Consumer Shifts:
Why today’s consumers are more educated and demand transparency—and how brands can meet those expectations without compromise.
🔹 Collaboration is Key:
How Alyssa works closely with cross-functional teams to bring designs to life while aligning with sustainability goals.
Key Takeaways:
✅ Great packaging isn’t just functional—it tells a story and builds trust with consumers.
✅ Balancing sustainability and brand identity is possible with the right mindset and collaboration.
✅ Designing with the end of a package’s life in mind leads to smarter material choices and less waste.
✅ Consumer expectations are evolving—and packaging must evolve with them.
Listen Now:
This episode is a must-listen for wine industry professionals, sustainability advocates, or anyone curious about the future of packaging in the beverage world.
Connect with Alyssa:
LinkedIn: linkedin.com/in/alyssa-o-halloran-3ba60a82
Website: munchkin.com | https://curiohomegoods.com
Share this episode with friends and colleagues who are passionate about innovation in packaging!
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