The most expensive mistake a product brand makes is designing packaging before defining positioning.
I see it constantly. A founder hires a designer, gets beautiful packaging, launches — and realises the brand speaks to the wrong person entirely.
Positioning comes first. It...
Opening up two project slots for the right brands.
I work specifically in CPG, food, beverage, wellness, DTC and luxury lifestyle — packaging and brand identity. Not web, not UI. Just the work that determines whether a product gets picked up or passed over.
Top 1% on Contra. Four...
Most CPG packaging fails before the customer even picks it up.
Not because it's ugly. Because it's silent.
There's a window of about 3 seconds at shelf — maybe less online — where a product either communicates value or gets skipped. Brands that treat packaging as decoration lose...
The biggest mistake I see new CPG, DTC and lifestyle brands make is rushing straight into visual design without a strategy. A pretty logo won't save a brand that doesn't know who it's talking to.
As an independent strategic brand designer and packaging designer, I strictly use a...
FUEGO DE CASA is a family-run hot sauce brand built around generational recipes and Mexican heritage. They needed packaging that felt handmade and authentic, but premium enough to justify a higher price point. That balance was the tricky part. Too rustic and it reads cheap. Too...
