This paper presents the methodology, methods and tools, the activities, and the results of the “Materials Matter”, namely a workshop focused on designing iconic products to represent, communicate, and spread the role of CONAI (COnsorzio NAzionale Imballaggi) and reward the efforts of its stakeholders for sustainability. The workshop involved students of the B.Sc of Product Design, and M.Sc of Integrated Product Design and Design Engineering courses at the School of Design of Politecnico di Milano. The workshop has been structured over three weeks by integrating the educational objectives of both B.Sc and M.SC students in a unique and evolving flux of activities. Students were asked to design three different iconic products that represent the values promoted by CONAI, namely sustainability and Circular Economy, and increasing brand awareness and reputation. More in detail, students were asked to design three different kinds of artefacts: an Award, a Gift, and a Mass Market Product, embedding the mission, the vision, and the values of CONAI and of its associates. Here we report the scheduling and management of the didactic activities, reflecting on the role of the design approach for sustainabilityin the training and learning process of the students attending Design School’s courses, and the results they achieved, both in terms of the experience and of the tangible results