Paris Packaging Week Future Innovator Anna Withey

https://annajaynedesign.co.uk/
https://www.linkedin.com/in/annajaynewithey/

What is the future of sustainable design? 
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Transcript

Cory Connors: 0:31

Welcome to Sustainable Packaging with Cory Connors. Today's guest is Anna Withee with the Creative Director for Anna Jane Creative. How are you Anna?

Anna Withey: 0:41

Yeah, very good. Thank you. How are you?

Cory Connors: 0:43

Very good. I assume the name of your company has something to do with your name.

Anna Withey: 0:46

Yes, you very much can. It is my first name and my middle name.

Cory Connors: 0:50

Oh, well, very creative. I like that a lot.

Anna Withey: 0:53

Thanks.

Cory Connors: 0:54

Tell us a little bit about your background and then we'll talk about Paris Packaging Week and all these, incredible things that you've been involved with.

Anna Withey: 1:01

Absolutely. so I started out actually, I went to university and did a psychology degree. so very much a slightly different world to the world I'm in now. I graduated from psychology. I'd focused in on marketing psychology a lot. and then my dissertation was on, road safety signage design. very niche. but it was my first foray into combining psychology with design. and really loved that kind of integration between how people think and then how you can adapt that to aid people or, give people what they're looking for. and actually then took a completely different segue. I was a freelancer at the same time in photography, and that really started picking up. So I was really focusing on my photography freelance. and then the pandemic hit and, I suddenly found myself without any work whatsoever, which was a really scary period of time. and so I decided to retrain, as a graphic designer, bringing back in that skill that I had at university. And really fortunately ended up getting an internship at Tangle Teaser from there. And, that is how I ended up in the design industry, and just found my feet there, really loved it, and have been there ever since.

Cory Connors: 2:17

Right. For us, in America, what is Tangle Teaser?

Anna Withey: 2:21

So Tangle Teaser is a hairbrush brand. I think, the Tangle Teaser's biggest competitors in the U. S. would probably be Wet Brush. for anyone that might be listening that might, Be a big hairbrush fan. My daughter and

Cory Connors: 2:35

wife use that, that particular model. Yeah.

Anna Withey: 2:38

Very much a big competitor, but, Tangle Tease has made its way to the U. S. There's a really big growth of the brand at the minute, actually out in the U. S. which I really excitingly been a big part of growing, the packaging side of it out there in, in the U. S. yes, that is the brand.

Cory Connors: 2:55

I think it sounds like you have an excellent background. I think psychology and packaging, go hand in hand and, and even road signs and packaging and, I was at the 3m, innovation lab and they talked about how they were, they in, invented the red paint for stop signs, that could be reflectable and visible at night. So you would have loved that part of the exhibit. It was absolutely incredible in, in Minnesota to see their, innovations lab. It's really cool. Well, let's talk a little bit about, you. You've recently changed to being a consultant at your own company. Anna Jane Creative Agency. What's the focus there? Who would come to see you and get your help?

Anna Withey: 3:38

Yeah. So I'm focusing it in a minute on the kind of beauty industry as that's where my background is currently focused. I think the beauty and the fashion industry is a big passion of mine. I am a very colorful. Very passionate fashionista, but I am also very conscious about the environment, and I think one shouldn't compromise the other. And so what I really want to do with my brand is to be able to encourage beauty and fashion brands to come to me and be able to create really beautiful packaging that doesn't need to compromise on its sustainability. I really, truly think that there is a world where those two can meld. but at the minute. There's there's such a big boom in fast fashion, that a lot of brands are seeing that, that progress towards sustainability, especially small brands is a bit pointless, or they're being scared of being sustainable because they'll get beaten out by these big conglomerates. I really want to be able to offer all brands, the opportunity for creative ideas within packaging that keeps them sustainable.

Cory Connors: 4:43

Very good for you. And you're exactly right The clothing industry is having a tough time being sustainable because of the cost involved with maybe a paper based bag instead of plastic and things like this are becoming more commonplace. So I think the field will get leveled here soon. I hope so. Are you seeing that as well? Are you seeing more brands shifting towards sustainable alternatives?

Anna Withey: 5:11

it's a really tricky area at the minute because I think, I see some brands shifting that way, I think because they feel like they should. and Sometimes it can feel a little bit disingenuous or it has ulterior motives, but actually a lot of brands are genuinely trying to shift in that direction. but it's hard because consumers, they still want the beautiful, big, extravagant things. They still want something that excites them. they want to feel like they're getting what they're paying for. And a lot of consumers don't really care. If it's sustainable at the same time, it's horrible to say, but they don't. I think brands are really struggling at the minute with that balance of how do we still please our consumers while still being sustainable at the same time? so there's a shift happening, but it's, not as fast as we, we'd like it to be.

Cory Connors: 6:06

I agree. And a lot of consumers will say that they care about sustainability and will on a questionnaire, they will say, yes, it must be sustainable. And yes, I always buy this. and then when they actually purchase the things, it's, Oftentimes purchased for cost and it's hard to, it's hard to blame them, as consumers, it can be difficult as, as, financially conscious people in the world. I totally understand and appreciate that. But I think eventually we need to make it so all things are more sustainable and we'll continue to push that direction. But you and I have been, both very heavily involved with Paris Packaging Week. you were one of the, future innovators, I believe. can you tell us about that and how your involvement with that event went?

Anna Withey: 6:55

Yeah, so that was really exciting and such a surprise and such an honor.

Cory Connors: 7:00

Congratulations, by the way.

Anna Withey: 7:01

Thank you. I had applied to the initiative, really, honestly with little expectation coming out of it. I knew that there was a lot of kind of very innovative people within manufacturing and, supply chain, things like that. they'd all applied and I was like, I'm a designer. What, how do I belong here? but actually I'm really passionate about, packaging and how to make that part of the consumer experience. And so when I applied to the initiative, I was telling them about the successes that I've had through creating packaging that's had really amazing, responses from our consumers. actually statistically as well, our sales performances have really taken a shift, since I've taken over a lot of the packaging side of things. so that was how I applied and how I got onto the initiative. And then, when we went out to Paris, we did a kind of panel talk with them out in Paris packaging week and got to spend time with those that the manufacturer is out there, as well as getting to talk to lots of the. audience members as well. and the whole experience was just really Like to be in a room with so many people who are so passionate about packaging, it's such a niche sector of the world. but to be amongst so many people who could literally just have an entire evening conversation about packaging was really lovely and inspiring. so it was a really great event.

Cory Connors: 8:23

we are a bunch of weirdos, aren't we? I totally agree. And I think it's so cool to be able to sit down at a table at a packaging event and have a serious conversation or a funny conversation about packaging in all aspects from all around the world and speak that common language with each other. Yeah. Well said.

Anna Withey: 8:44

Absolutely.

Cory Connors: 8:45

So how was that speaking on a panel? were you nervous or was that, is this something you've done before?

Anna Withey: 8:51

Public speaking is a really big fear of mine. absolutely terrified. You can speak to any of the other future innovators. I was shaking in my boots before I went on that stage. I think I care a lot about when people are listening to what I'm saying, and I care a lot that what I'm saying is heard and listened to, and that makes me very anxious before I go up there, but I think when I get into it, and when I get a hook on something that I'm really excited about. I forget everyone else is there after that.

Cory Connors: 9:23

Oh, good.

Anna Withey: 9:24

So it was a great experience. I think, a couple of, my friends that were in the audience, they took some recordings and I have not listened back to them because I hate to think of how I sounded, but, apparently I sounded. smart. So

Cory Connors: 9:39

that's, I totally understand that. And this is episode, I think 290 of this podcast. I can tell you the first few episodes, I was very nervous to listen to myself, as I edited the episode, but I think I've gotten used to it and numb to it. But it's incredible how The format has changed and how I've changed and how you just have to go and try and do new things. I got to speak at a college recently, the University of Wisconsin Stout to 200 future packaging professionals. And that's what I talked about. I talked about how you just go out and try new things, go, Do use social media to your advantage and, go speak any chance you get. So well done. Congratulations to you and the other winners at Paris packaging week for, future innovators. That's a really big deal. And, Christelle and Josh and the team over there do an awesome job. I'm sure that was good to get to meet them.

Anna Withey: 10:38

Yeah, absolutely. They are there. I know that this is the first year that they've done this initiative and I know that they're very much finding their feet the same way that we are, but they have been so attentive and so caring and fantastic. And I feel. As one of the future innovators, I feel very supported, like I can reach out to them all the time if there's something that I need, or if I have any questions and things like that. So it's really nice to have a community of like minded people that are there for me to be able to reach out to whenever I need it. it's such a fantastic opportunity.

Cory Connors: 11:12

Exciting. Well done. Let's talk a little bit about sustainable packaging in your work. are you finding companies are finally embracing sustainability? Are they coming to you because you're an expert in that field?

Anna Withey: 11:26

Yeah, I think it's a slow burner when it comes to, them embracing sustainability. I think all brands and I think it's personally, I think it's really exciting because I think as a designer, I have in the past relied a lot on finishes and textures, to really entice consumers. So things like foiling glitter, things like that, bedazzling your consumers into wanting to buy something, which is fine and it works. But I, I think. There's no room to grow there. And all of a sudden we're facing this challenge where actually foiling isn't sustainable, glitter isn't sustainable. How as a brand, how as a designer are we going to find a new way to get people excited about our packaging? And I see that as a big opportunity and a big challenge. Actually, Paris Packaging Week was really exciting this year. because there was suddenly such a shift in really exciting shapes and structures. packaging that had second life, second usage, really cool things coming out of Paris Packaging this week where brands were really trying to find a new way to get consumers excited about the product and the packaging. and so I think consu so brands are embracing that. I think it just takes open mindedness and To do something outside of the box and to maybe do something a bit brave, like, no, we're not going to do foil this Christmas. We're going to do this crazy shaped box, but consumers are going to love it and it's not tested. It's not trialed. We don't have stats. We don't have numbers. You just got to trust us. But, it's an exciting time, and I think brands are doing their best to embrace that.

Cory Connors: 13:12

I agree 100%. This year was the best year ever at Paris Packaging Week, and I think next year will be even, I, well, I know it will be even bigger and better. They've got some new things planned. It's actually having to move to a larger building, which is exciting. It's been at that same building for the last few years, and, it'll be right near there. I think it's building two instead of building seven or something like that. But, of course they'll make that clear, on the website. But, will you be going in January again?

Anna Withey: 13:42

I very much hope I've been the last two years, and saw a massive shift between, I don't even know what year we're in anymore. 2024. 2023 I went. Yes. So there's been a big shift between 2023 and 2024. so I'm really looking forward to next year. seeing again what those big shifts are, what's happening, what's changing, and trying to pick up on those things as well.

Cory Connors: 14:06

Yeah, well said. In 2025 is a year that a lot of companies said, this is when we're going to get to this sustainability goal. And so I think you're going to see at a lot of these shows, either success for those, or maybe, well, we didn't hit everything, but here's where we're at. And I think that'll be insightful and, a lot of those EPR laws and different things, are taking shape, next year. it should be an interesting show season next, 2025. And, but I agree. I very much look forward to Paris Packaging Week in January, next year. Anything else you wanted to tell the world about while we got you here on the show?

Anna Withey: 14:44

I think just for anyone who is not sure about shifting their purchasing to sustainability, I think a lot of the time you don't even need to think about it anymore. Just, brands are doing it, just embrace it. and I think for any designers, Just get excited about it. It's not something to be scary. It's something to be embraced and to really encourage. So I think it's very true,

Cory Connors: 15:11

very accurate. How do people get in touch with you to utilize your wisdom?

Anna Withey: 15:17

So I have a website, which is AnnaJaneDesigns. co. uk. Um, I'm also readily available on LinkedIn. I have an email address at AnnaJaneCreative, at gmail. com. so very much open to anyone reaching out. They have any kind of questions or queries or any packaging that they would like creating. I am always here and open to ideas. Thank

Cory Connors: 15:42

you so much, Anna, for being on the show. And again, congratulations on your first packaging week. Recognition. Well done.

Anna Withey: 15:50

Thank you so much.