# 21 - Jonathan Bybee - The Creative Director with a killer stache!

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2020-05-28
- Length: 49m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache
- Listen: https://encase.substack.com/p/21-jonathan-bybee-the-creative-director-c7b

## Summary

Jonathan Bybee, VP of Creative at Lakanto Foods, discusses the company's mission to replace sugar with monk fruit and the strategic role of packaging in its brand identity. He details the design philosophy behind Lakanto's packaging, focusing on 'shelf talk,' tactile finishes like soft-touch varnish, and sustainability considerations such as flat-shipping boxes to reduce carbon footprint. Bybee also shares insights on the future of packaging, advocating for reduced reliance on traditional packaging and highlighting his work with Viori on reusable bamboo containers.

## Chapters

- [0:06](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=6) Introduction and Jonathan Bybee's Background
- [14:18](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=858) Lakanto's Mission and Monk Fruit Origins
- [21:56](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=1316) Product Development and New Launches
- [28:07](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=1687) Packaging Design Philosophy and Sustainability
- [37:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=2248) Tactile Design and Shelf Impact
- [41:46](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-05-28-21-jonathan-bybee-the-creative-director-with-a-killer-stache#t=2506) The Future of Packaging and Viori

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Lakanto Foods (company)
- Monk Fruit (product)
- Viori (company)
- Coca-Cola (company)
- Minute Maid (company)
- Tom Zacky (other)
- Loop (company)
- Altoids (product)

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- [Founders Feature: Lucy Dana of One Trick Pony](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-21-founders-feature-lucy-dana-of-one-trick-pony) (The Startup CPG Podcast)
- [#63 Meet the 2022 Shelfie Award Winners](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-27-63-meet-the-2022-shelfie-award-winners) (The Startup CPG Podcast)
- [Founder Feature: Keya Wingfield of Keya's Snacks](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-13-founder-feature-keya-wingfield-of-keyas-snacks) (The Startup CPG Podcast)
- [Founder Feature: Lex Evan of Lexington Bakes](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-01-founder-feature-lex-evan-of-lexington-bakes) (The Startup CPG Podcast)

## Citing this page

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