Hugo Zuffo, senior packaging designer, arms crossed in a white shirt against a dark background.

Hugo Zuffo's portfolio • Senior packaging designer

I design the packaging that sells the product.

The World Packaging Organisation jury named one of mine the most effective marketing pack in the world. There is no salesperson on the shelf: the pack has to introduce the product, answer the question and convince, on its own, in three seconds.

Projects I designed for Deca (Dexco), Nestlé and independent brands.

About me

In short

Who is Hugo Zuffo, and what does he design?

I am Hugo Zuffo, a Senior Packaging Designer based in São Paulo. More than 10 years in graphic design and more than 5 dedicated to packaging end to end: research at the real shelf, visual systems, structural collaboration, print-ready artwork in AI and PDF X-1a, 3D rendering and regulatory compliance. In 2026 the World Packaging Organisation jury gave one of my packs the WorldStar Special Award Marketing Gold, judged the most effective marketing pack among all of the year's winners worldwide; there were three WorldStar awards in the same edition. I am the packaging designer responsible for Deca (Dexco S.A.), with more than 200 projects across five categories, and I design premium spirits packaging for American and European brands with Think Bold Studio, of Portugal, in English. I design for the shelves of three markets, Brazil, the United States and Europe, with much of the production manufactured in China.

10+years designing packaging, end to end
8packaging awards: 3 international, including the WorldStar Marketing Gold, and 5 Brazilian
3markets served: Europe, the United States and Brazil, with much of the production in China
1designer from briefing to print file, with no step outsourced

Awards that judge strategy and selling potential, not aesthetics.

Who I have done it for

Brands that put my work on the shelf.

Deca (Dexco S.A.)Bathroom fixtures and fittings · Brazil
Nestlé Health ScienceSupplements · Brazil
doTERRA InternationalEssential oils · US and Brazil
Think Bold StudioPremium spirits · Portugal, US and Europe

All together: more than 500 SKUs restructured for regulation across Nestlé Puravida and doTERRA, 200+ projects across five categories at Deca alone, and packaging produced in Brazil, the United States, Europe and China.

Packaging for the Deca food waste disposer, front panel in a dark palette with a photorealistic product render.

Client: Deca · Food Waste Disposer

The best marketing pack in the world.

View the project

Five products from the Nestlé Puravida supplement line on a wooden worktop: the Alpha family in black and the Bio family in yellow, blue and burgundy.

Client: Nestlé · Puravida

More than 150 SKUs, one single system.

View the project

Moulded pulp tray holding the gold Pérola tap, next to the closed box in black and gold.

Client: Deca · Pérola Line

Redesign beyond the pack, across the whole process.

View the project

Work

Research first, structure second, artwork last.

Here I show every project from the result in a few seconds down to the structural decision. For people who only want to see what happened, and for people who want to see how it was done.

Acqua Plus kit packaging with the oversized showerhead on the front panel.
Client: Deca · Acqua Plus

Deca Acqua Plus

Packaging

Taking back ownership of a copied pack: a graphic and structural redesign, with savings across the whole supply chain.
Celuli Caps bottle with a pink label against a black background.
Client: Celuli Caps · Brand and label

Celuli Caps

Brand + packaging

Building an anti-cellulite supplement brand without using a single weapon of the category.
Mosaic of the cover images of the four portfolio projects.
Index

Browse all projects

The full list, filtered by type of work.

The proof that counts for more than the award

She sold the product on video without ever opening the box.

In the launch month of the food waste disposer, a shop owner filmed herself introducing the product to her followers: the benefits, how it works, why to buy it. She read all of it off the pack. Months later, the World Packaging Organisation jury reached the same verdict and gave that box the Special Award Marketing Gold.

What I deliver

What you actually get at the end of the project.

Packaging

The core work

  • Category research at the point of sale, and reading the competition
  • Reading hierarchy: what the shopper sees first, and in how many seconds
  • A visual system that scales across the whole line, not a single piece
  • Structural collaboration: die-line, tray, fit and assembly, with engineering
  • Print-ready artwork in AI or PDF X-1a
  • Regulatory QA: ANVISA and Inmetro in Brazil, PPWR in Europe, barcodes
  • Proof and production follow-up, including with suppliers in China
  • Photorealistic 3D rendering for internal approval and e-commerce

Brand

Only alongside the packaging

  • Visual identity designed from the shelf, not from paper
  • Name and logo applied in the worst real case: a phone photo, in someone's hand
  • Line architecture: what changes from one product to the next, and where
  • Colour as a navigation code between families
  • Label and launch assets in the same system
  • An application guide for what was created, so the team can carry on alone

Before you get in touch

Where I add value, and where I am not the right person.

I add value when

  • the pack has to sell on its own, on the shelf, against real competitors
  • the project is going into production: there is a die-line, a printer, a cost and a deadline
  • the brand needs someone from briefing to print-ready artwork, without handing the problem on
  • there is regulation in the way, whether ANVISA and Inmetro in Brazil or the PPWR in Europe

I am not the right person when

  • what you are after is just the pretty artwork, decided on a render instead of on the shelf
  • the solution is already settled and all that is missing is someone to execute it
  • nobody will be able to visit the printer or the point of sale

Get in touch

Send me your packaging, or your role.

If you have a pack that is not selling, send me a photo of it on WhatsApp and I will tell you what I would do. If you are hiring, email is the usual route. I answer in Portuguese or English, usually the same day.

Message me on WhatsApp Send an email See me on LinkedIn

São Paulo (GMT−3) · Open to international roles and to projects