Trillora TV: Structural Packaging Design with Matt Freie

Turning Design into Measurable Impact with Matt Freie

In this edition of Trillora TV, we sit down with Matt Freie, Senior Structural Packaging Designer at Trillora, to explore how packaging design goes far beyond aesthetics. From material innovation to real-world testing, Matt shares how thoughtful, data-driven design can reduce waste, enhance user experience, and drive measurable value across the supply chain.

Q: What is the value of a structural designer in the packaging development process?

In this video, Matt explores why packaging design expertise is essential for brands. From reducing waste to improving user experience, a skilled structural designer ensures products are neither over- nor under-packaged. With testing, material knowledge, and consumer-focused design, packaging becomes a strategic tool—not just a container. It's the first moment of truth for your brand.

"So many companies just do what everyone else does—done what's been done in the past—for decades.

It's like clamshells. Consumers hate them, but they are still everywhere."

Q: What is fiber based packaging? Why is it special?

Explore the power of paper-based packaging, where flexibility, sustainability, and customer experience take center stage. Matt explains why paper offers endless creative possibilities compared to plastic, and how it allows for easier design changes, better environmental impact, and stronger connections with eco-conscious consumers.

📗 Read Our Case Study: Designing Plastic-free Packaging for Wilson's Innovative New Product

Q: What does Matt get geeky about structural design?

Matt shares his passion for discovering innovative, sustainable materials. Whether marveling at clever store displays or critiquing flawed designs, they highlight the excitement and potential of eco-friendly alternatives. It’s a fun, insightful look at how curiosity and creativity can drive real change in packaging.

Q: What does a structural packaging designer do that people might not know or understand?

This video reveals the hidden science behind packaging design. Learn how advanced testing machines simulate real-world shipping environments—from Amazon trucks to ocean freight—to ensure packages survive every journey. It’s not just about looks; it’s about performance, precision, and protecting your product.

Q: What is the most challenging part about being a structural packaging designer?

Matt Freie shares how he tackled a sustainability challenge by replacing plastic hang tags with a molded fiber solution. The new design reduced waste, cut costs, and streamlined manual packaging—proving that smart, manufacturable innovation can drive both environmental and operational benefits.

Q: What do you love about being a structural packaging designer?

Matt Freie discusses the joy of seeing his work on shelves and the challenge of improving flawed designs. From boosting durability during shipping to enhancing user experience, the focus is on creating intuitive, frustration-free packaging. Thoughtful design features guide consumers to interact with products the right way—making the process both functional and fun.

Design Packaging That Strengthens Your Brand

Great packaging design doesn’t just protect your product—it shapes how customers experience your brand. From unboxing to disposal, every interaction is an opportunity to build trust, reinforce quality, and strengthen loyalty.

Trillora helps brands design and engineer packaging that performs flawlessly from factory to consumer, delivering the durability, ease of use, and sustainability today’s buyers expect. The result is packaging that reinforces brand reputation at every touchpoint.

Get Expert Input on Your Packaging Program

Trillora is more than a packaging design agency, so we know packaging doesn’t exist in isolation. Our team considers your entire supply chain to engineer packaging that’s protective, efficient and cost-effective.

Take the first step toward optimizing your packaging program with a packaging review. Connect with seasoned packaging consultants, designers, implementation experts, and quality assurance professionals that can help you turn opportunities into reality.