WoW Woman in Design I Willemijn Zandt, Senior Healthcare Project Manager at Burgopak
Willemijn Zandt has been a project manager at Burgopak, an award-winning packaging design company, for over a decade.
She works with startups as well as established companies in the healthcare and wellness sector. Willemijn manages the packaging projects that Burgopak develops and produces. This means she acts like the cog in a wheel working together with all client stakeholders, as well as structural designers and manufacturers to bring a packaging idea to life. Her role is to help brands create the perfect piece of packaging, whether it’s for example an at-home testing kit, supplements, or a smart device etc. Burgopak’s client’s needs are always very specific, which results in unique, tailor-made packaging. There’s never a boring moment! Accounts she’s worked with include the DNA experts Ancestry and Inne, who have developed a ground-breaking at-home hormone testing minilab. She loves working in this innovative field.
Willemijn is based in Milan, Italy but works closely alongside her colleagues in London where she visits as much as she possibly can. Her passion is to find solutions for issues brands might face through packaging and bringing delight to the end user. She is interested in brands working in the longevity area, menopause, and genetics specifically.
Burgopak is a world leader in the design and manufacturing of innovative packaging for products of all shapes and sizes. Burgopak focuses on the ‘wow factor’, providing an engaging opening experience, creating a higher perceived value for products with clever cardboard engineering, and making life easier by managing the process right from conception to completion. Burgopak bakes sustainability into their process and offers guidance on the best materials, finishes, and processes. They have been recognized for the best use of foil/embossing in the client promotion/brochure category at the 2024 Foil and Specialty Effects Association (FSEA) Awards for their packaging for Oxygen Bank.
Tell us a bit about your background and your projects so far.
I have a background in communications, starting my career at Procter & Gamble before joining Burgopak. Initially, I worked on packaging for supplement brands like Vitl, and we’ve since expanded into at-home testing kits and healthcare devices.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I sought a role with more impact and responsibility in a smaller company. Although I hadn’t considered packaging initially, I became intrigued by its significance and variety. One challenge has been convincing clients of the importance of memorable packaging.
How long did it take you to be where you are now? What was the biggest obstacle?
I've been at Burgopak for more than 10 years. The biggest obstacle has been navigating the constant changes and innovations while maintaining strong client relationships.
What are the challenges of being in the industry you are in?
Packaging often gets overlooked by brands, leading to uninspired choices. Many prioritize other promotional activities, even though good packaging enhances these efforts. I believe that exciting packaging can create a social media buzz without the high costs of celebrity endorsements.
What are your biggest achievements to date?
There have been many important and special projects in the span of her career. Delivering a large Amway project while still quite new was a particular one she remembers and more recently the Ancestry packaging project. Although these are very large brands, she is also proud to be Thriva’s consumer packaging supplier having followed their growth from launch to the well-known brand they are now. Working on cutting edge company Sanogenetics for a bespoke design that helps research in genetics might not ever become a world-famous brand but plays an important role in the development of cures.
What are the projects you are currently working on?
Currently, we are developing flat-packable solutions and improving e-commerce packaging beyond the traditional shoebox style.
Is the #WomenInTech movement important to you and if yes, why?
Absolutely! Our team is predominantly women-led, especially in healthcare. I’m passionate about seeing women making strides in health tech, addressing issues like menopause and early breast cancer detection for example.
What will be the key trends in your industry in the next five years and where do you see them heading?
Service integration will be a key trend, such as apps that offer grocery deliveries alongside at-home health tests and personalized supplements.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Consider packaging carefully, especially for online products. It creates a vital connection with your brand beyond just a digital interaction.
Who are three inspirational women in your respective industry you admire?
I admire women founders we’ve supported, such as Marta Ciechonska (Salient Bio), Shann Jones MBE (Chuckling Goat), and Eirini Rapti (Inne).
