Fe Amarante, Founder & Principal at Experimenta, has joined the line-up of expert speakers for the Pentawards Festival x Paris Packaging Week 28-29 Jan

Fe will be teaming up with peer and friend Rebecca McCowan, Design Director at Coca-Cola Europe, to discuss the overall theme ‘Design with Impact.

About Fe

After growing up a hands-on design creative in Brazil, Fe’s Design background is a hybrid of agency and in-house. A Designer, Creative Strategist and Leader, she has led the E2E Design for Coca-Cola North America, as well as working on Brand Design Vision for Danone North America, Strategy & Design for digital design & UX Pennsylvania-based firm and culture and reimagined design systems for The Hershey Company’s portfolio of iconic brands.

Alongside her work, Fe is a creator- rediscovering art and illustration, a yoga enthusiast – enjoying blue skies and the outside world and an empathetic and compassionate leader. And she’s proud of doing that all as a woman and a Brazilian immigrant in the creative industry.

Fe and Experimenta x Pentawards

This marks Fe’s first collaboration with Pentawards, and we’re excited to hear her take on how design can be a driving force for positive change.

About Experimenta

Experimenta, founded by Fe, is driven by the mission to replace fear with humanity through Radically Shared Responsibility, Expanded Empathy, and Creative Clarity. Focused on "sustainable creativity," Experimenta transforms branding, design, and problem-solving by placing people at the heart of the work and fostering a culture of collaboration.

As a Co-lab Creative Consultancy, Experimenta challenges conventional approaches to design and creativity, embracing the courage to innovate while staying deeply human-centered.

Find out more about Experimenta here .

CREATIVE VOICES HEARD

The CREATIVE VOICES HEARD survey, hosted by Fe and Brandi Parker of Zero Waste Creatives, explores how creative professionals navigate the industry, examining team dynamics, workplace culture, and client relationships. The survey uncovers key factors that support—or hinder—their craft, offering valuable insights into how creativity thrives (or struggles) in today's fast-paced environment. It’s a critical resource for understanding the challenges creatives face and how we can all work together to improve the industry.

Fe 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 .