Tetra Pak
Package Lab | A package configurator.
My contribution: Project owner | Commercial strategy | Data Strategy | UX architecture | Creative direction.
Background:
Tetra Pak possesses an industry-leading range of differentiation capabilities across its packaging portfolio, from innovative materials to advanced functional attributes. However, the company lacked a way to help customers explore these options. To drive higher-value sales and improve the customer experience, Tetra Pak created a solution that would help brands visualize and understand the full potential of their packaging choices in a more interactive way.
Challenge:
The core tension was providing customers with a sense of creative agency and choice while maintaining a commercially and technically controlled environment. The tool needed to make high-level technical complexity feel accessible to brand managers without encouraging configurations that were technically impossible or commercially unviable for Tetra Pak to deliver.
Solution
The team defined and designed Package Lab, an interactive visual configurator that allows customers to browse and select from a menu of visual and functional attributes. The platform bridges the gap between current portfolio availability. A key feature of the solution was a built-in price indicator, which enabled customers to make real-time, informed trade-offs between cost and value as they explored. This consolidated Tetra Pak’s vast differentiation capabilities into a single, intuitive, and controlled digital framework.
Outcome
By providing a shared view of the packaging portfolio and clear visibility into what was possible, the tool enabled Tetra Pak's commercial teams to shift their sales conversations with brand owners — moving from a dialogue constrained by limitations to one grounded in possibility. A conversation that drew on the full breadth of Tetra Pak's differentiation capabilities to create genuine strategic advantage over competitors.
My Role
As Head of Design and Innovation at Tetra Pak, I served as project owner — championing the solution, steering its strategic direction, and managing internal stakeholders. At the same time, I remained deeply involved in the creative direction and user experience, ensuring the tool was both compelling and intuitive for the commercial teams who relied on it.