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 answers: → Who is this for specifically? → What does this brand believe that others don't? → What should a customer feel when they pick this up? Every design decision I make for packaging — colour, type, layout, material finish — comes from those answers. That's the difference between packaging that looks good and packaging that sells.