Meet the Makers: Q&A with a Sustainable Packaging Designer

This article was originally published in The Circular Newsletter by Smurfit Westrock and on the company's Linked In page. It is being shared here for AOTC readers with an interest in innovative packaging design that supports the circular economy.

FROM SMURFIT WESTROCK

When you pick up a package, it’s easy to see what it’s made of. Paper. Corrugated board. Renewable materials designed to protect what’s inside. But at Smurfit Westrock, we know that what truly defines our packaging goes far beyond the paper and board.

Behind every display, structure and solution is human intelligence—the experience, curiosity and creativity of the people who design it. It’s the hands-on expertise that transforms renewable materials into high-performing packaging. It’s the problem-solving mindset that drives sustainability, functionality and brand impact. And, most importantly, it’s the people who bring purpose to everything we create.

We’re shining a spotlight on the designers and makers behind our work. In this issue of The Circular, we asked one of our talented packaging designers what inspires his work, how sustainability shapes his approach, and why thoughtful design can make a meaningful difference for brands, shoppers and the planet.

Q&A with Christopher Wilkinson,

Senior Dual Skill Designer at Smurfit Westrock

How did you come to work at Smurfit Westrock? Did you always want to be a packaging designer?

CW: When I was little kid, I would take things apart just to see how they worked and put them back together again. I've always enjoyed art and working with my hands. That mix of curiosity, creativity and a desire to build naturally led me to pursue a degree in Industrial Design. After a few years working as a product designer, I had the chance to work in Point of Purchase, and I've loved it ever since.

What does it mean to you to work with sustainable packaging?

CW: As an avid hiker, Eagle Scout, and lifelong outdoor enthusiast, sustainability is a value I hold deeply. It is incredibly rewarding to work with a recyclable, renewable and biodegradable material that carries a low carbon footprint and helps reduce plastic use in the marketplace. Smurfit Westrock is a global leader in sustainable packaging, and I am proud to contribute to that mission.

What is the impact of your work?

CW: I enjoy creating fun, engaging displays that help our brands stand out in the retail environment. My goal is to enhance the shopper’s experience, communicate the brand’s message and do so using sustainable materials that meaningfully reduces plastic waste.

What’s your favorite project that you’ve worked on?

CW: My favorite project would probably be a floorstand that we worked on for a customer. It was a 3D Cow sculpted entirely out of corrugated and SBS (Solid Bleached Sulfate). It was a fun collaborative effort that led to a very fun and award-winning display.

What’s something people might be surprised to learn about designing with paper?

CW: People are often surprised by just how strong paper can be and by the sculptural forms you can create with it. The speed at which we can bring those solutions to market is equally remarkable. All from a material as simple and sustainable as paper.

How do you approach problem-solving when a customer brings you a challenge?

CW: When a customer brings me a challenge, I start by looking at it from every angle—creative, structural, logistical, and retail‑driven. I draw on my own experience, but I also tap into the expertise of the talented people across our company to make sure we’re considering the smartest solutions. The reality is that every project must balance multiple priorities: what the customer wants, what the retailer requires, and what’s achievable within manufacturing constraints. My goal is to navigate all of that thoughtfully and collaboratively so we can deliver the best possible outcome.

When you see your work in the real world — in a store or with shoppers — what goes through your mind?

CW: I’m always excited when I see my work out in the real world. Most people don’t think about the time, engineering and creativity that goes into packaging or displays, but for us they’re true labors of love. Seeing something you helped bring to life sitting on a shelf or being interacted with by shoppers is incredibly rewarding.

What matters most to you?

CW: My 15-month-old daughter easily wins that contest. I enjoy our quiet family life at home out in the "country," where we can stay connected to nature. I care deeply about the environment and want to help ensure it thrives for generations to come. Smurfit Westrock has given me a fun and rewarding career that allows me to support my family, express my creativity and make a positive impact on the planet. It’s hard to imagine anything better than that.

Bonus: Creating Paper Sculptures with artist Tiffany Budzisz

The creativity and care you’ve just read about don’t stop at the design table. In a video shared through the Smurfit Westrock newsletter, paper-sculpture artist Tiffany Budzisz brings Smurfit Westrock's core pillars to life through paper—translating intelligence and purpose, people and culture, financial and industry leadership, and innovation and sustainability into striking visual forms.

The result is a reminder that paper is more than a material. In the hands of skilled, thoughtful people, it becomes a powerful expression of what we’re made of and what we stand for.

Smurfit Westrock is a leading global paper and packaging solutions partner, with more than 97,000 employees operating across 500+ packaging and other facilities as well as 57 mills across 40 countries. smurfitwestrock.com