Packaging Like the Pros: The Hidden Process Behind Your Favorite CPG Brands

In this episode of DTC POD, Blaine Bolus interviews Danielle Kidney, the founder of The Creative Pack, about packaging design for direct-to-consumer (DTC) and consumer packaged goods (CPG) brands. Danielle shares her background, design process, and the importance of engaging with a designer early. They discuss balancing brand aesthetics with sales functionality, conducting competitor reviews, and establishing design hierarchy. Danielle emphasizes designing for function first, considering manufacturing limitations, and involving all parties in the artwork review process. She also highlights the significance of regulatory compliance, accurate nutritional facts, and the potential pitfalls of AI-generated content. The conversation covers realistic timelines for packaging design, the value of early iteration, and the importance of building margin and profitability from the outset, as well as scaling designs for digital platforms.