Founding Experimenta, Fe\u2019s goal was to replace fear with humanity, through Radically Shared Responsibility, Expanded Empathy and Creative Clarity toward branding, design, problem-solving and creative endeavors. Striving for \u2018sustainable creativity\u2019, Experimenta focuses on Branding, Design & Creative, done while transforming cultures, with its focus on the people doing the work.<\/p>\n\n
After growing up a hands-on design creative in Brazil, Fe\u2019s 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 andculture and reimagined design systems for The Hershey Company\u2019s portfolio of iconic brands. \n<\/p>\n\n
Alongside her work, Fe is a creator- rediscovering art and illustration, a yoga enthusiast \u2013 enjoying blue skies and the outside world and an empathetic and compassionate leader. And she\u2019s proud of doing that all as a woman and a Brazilian immigrant in the creative industry. \n \n<\/p>\n","protected":false},"excerpt":{"rendered":"
Founding Experimenta, Fe\u2019s goal was to replace fear with humanity, through Radically Shared Responsibility, Expanded Empathy and Creative Clarity toward branding, design, problem-solving and creative endeavors. Striving for \u2018sustainable creativity\u2019, Experimenta focuses on Branding, Design & Creative, done while transforming cultures, with its focus on the people doing the work. After growing up a hands-on […]<\/p>\n","protected":false},"featured_media":409070,"template":"","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"Paris Packaging Week | Fe Amarante, Experimenta","_seopress_titles_desc":"","_seopress_robots_index":"","_company_name":"Experimenta","_job_title":"Founder & Principal","_visit_me":"","_email":"","_linkedin":"","_twitter":"","_facebook":"","_instagram":"","_youtube":"","_imdb":"","footnotes":""},"edition":[924],"guest_type":[920],"work":[],"class_list":["post-409086","guest","type-guest","status-publish","has-post-thumbnail","hentry","edition-paris-packaging-week-2025","guest_type-pentawards-festival-2025"],"_cover_image":null,"_links":{"self":[{"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/guest\/409086","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/guest"}],"about":[{"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/types\/guest"}],"version-history":[{"count":1,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/guest\/409086\/revisions"}],"predecessor-version":[{"id":409087,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/guest\/409086\/revisions\/409087"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/media\/409070"}],"wp:attachment":[{"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/media?parent=409086"}],"wp:term":[{"taxonomy":"edition","embeddable":true,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/edition?post=409086"},{"taxonomy":"guest_type","embeddable":true,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/guest_type?post=409086"},{"taxonomy":"work","embeddable":true,"href":"https:\/\/www.parispackagingweek.com\/en\/wp-json\/wp\/v2\/work?post=409086"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}