Behind every pack that arrives on the market is a long process of design, development, and verification. A journey where creativity meets production and every detail must work perfectly. This is where Filippo Vezzoli, Senior Production Designer at RBA Design, comes in.
His role is to turn the creative design into a final artwork file ready for production, checking that every element is technically correct and compliant with the specifications of the destination channel. A job that requires precision, expertise and constant dialogue with everyone involved in the project.
One of the most delicate moments in his work is the press check, a decisive phase in which the project is verified before production starts.
“It’s the moment when everything that was studied during the creative and pre-production phase comes to life. Materials, colors, finishes, and the structure of the pack are evaluated to determine what works and what can still be improved. This is the last chance to intervene before production fully kicks into gear.”
For Filippo, effective packaging is born from the balance between creativity and feasibility. Form, materials, communication, and production processes must interact with each other to create a result that can stand out on the shelf without losing consistency with industrial requirements.
A balance that requires technical skills, but also organisational abilities developed over time.
“At first I thought that attention to detail was the most important skill. With experience, I realized that knowing how to manage timelines and anticipate problems is just as crucial to ensure a smooth process and always achieve the best possible outcome.”
In packaging, in fact, technical constraints are a constant. Materials, printing technologies, regulations and production requirements can directly affect the graphic design.
“Production or regulatory requirements often mean a layout has to be rethought. But these very constraints often become an opportunity to find more effective and feasible solutions.”
It is precisely this ability to turn complexity into concrete solutions that makes Filippo's work essential to RBA Design's design process, ensuring that every creative idea reaches the market exactly as it was conceived.
