As part of the 2025 Festival, Tatiana Ryfer-Emberger, Global Brand Director at French supermarket, Carrefour has been announced as one the experts taking to the Pentawards Festival Stage.

Taking place at the new design destination at Paris packaging Week, this year, festival speakers will discuss the 'Design with Impact' theme, exploring key topics such as AI, accessibility and inclusivity, sustainability, designing for humanity and more.

About Tatiana Ryfer-Emberger

From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana Ryfer has a design career marked by an international path. Head of the Branding & Visual Identity design department in Carrefour for over 8 years now, Tatiana was able to contribute to building the design culture inside the company. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints.

With a prior 3-year experience in the Decathlon Group - leading European Sports Retailer, known for its innovation approach - as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands and to collaborate with its 160 members design team.

Her former experiences were split between Brazil, where she opened her own design Studio specialized in Branding, Signage and Packaging and became a referenced packaging teacher in one of the most renowned design schools in the country and New York where she spent 3 years doing a Branding & Packaging Masters in Pratt Institute and working for design agencies.

Rich from this experience, Tatiana shares a 360° design approach and a passion for building authentic brands that talk, share and understand its audience.

“Solid and long-lasting relationships begin by brands that understand, inspire and talk to its audience.”

Tatiana and Carrefour x Pentawards

Tatiana has headed up the 2024 ‘Student Brief’ in collaboration with Carrefour to launch a new challenge for emerging creatives. Recognising the importance of nurturing the next generation of creative talent, the brief was aimed at students, recent graduates, and interns, inspiring innovative thinking but also promising tangible outcomes, bringing the winning design to the market through Carrefour.

The challenge was to create a modular system for Carrefour's toy packaging. This system needed to be versatile enough to span across different types of toys while maintaining a cohesive look. At the same time, it was crucial that each toy segment could be easily differentiated through unique visual elements. Presented by Tatiana at the Pentawards Gala Ceremony in October, The winning design, Smart & Fun by students from Trazos, Spain, will make its way to Carrefour stores soon, turning the students’ vision into reality.

About Carrefour

A multi-format network of more than 14,000 stores in more than 40 countries, the Carrefour Group is one of the world leaders in food commerce. For 60 years, Carrefour have been pioneers in the large food retail business, continuously striving to make our products both affordable and accessible to everyone.

Launching Act for Food in 2018, the Carrefour Group embarked upon a global transformation programme using their positioning to play a major role in supplying everyone with healthy, flavoursome, environmentally friendly food.

Tatiana will join inspiring keynote speakers, discussing the theme of ‘Design with Impact’, at the Pentawards Festival x Paris Packaging Week 28-29 January 2025. To attend you simply need to register for free here.