# 129 - Kirk Visola (Mind the Font) and Jake Karls from Mid-day Squares drops in on a live interview on LinkedIn

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2022-04-29
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a
- Listen: https://encase.substack.com/p/129-kirk-visola-mind-the-font-and-2d0

## Summary

Jake Karls, co-founder of Mid-Day Squares, and Kirk Visola of Mind the Font discuss the brand's bold marketing strategy, including a $65,000 parody music video targeting Hershey's to assert their identity amidst packaging infringement disputes. Karls details the emotional and operational chaos of a rapid packaging redesign due to legal threats, highlighting the company's commitment to authenticity through handwritten notes and transparent storytelling. The conversation also covers the company's current operational struggles with high demand, leading to online sold-out status, and Karls' personal journey with founder burnout and mental health.

## Chapters

- [0:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=1) Introduction: Jake Karls and Kirk Visola
- [4:18](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=258) The Hershey's Diss Track and Brand Identity
- [14:45](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=885) Packaging Infringement and Rapid Redesign
- [19:45](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=1185) Founder Burnout and Mental Health
- [23:26](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=1406) The Packaging Transformation Process
- [31:14](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=1874) Building Community and Brand Voice
- [34:18](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a#t=2058) Retail Availability and Operational Struggles

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

companies scaling up

## Mentioned

- Mid-Day Squares (company)
- Mind the Font (company)
- Hershey's (company)
- Unreal (company)
- Sprouts (company)
- Whole Foods (company)
- Shark Tank (other)
- Ellen (other)

## Related episodes from other shows

- [#65 Mid-Day Squares - National Target Launch, Business Therapy, and Dance Vibes with Jake Karls](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-18-65-mid-day-squares-national-target-launch-business-therapy-and-dance-vibes-with) (The Startup CPG Podcast)
- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (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)
- [Founder Feature: Kartik Das of Doosra](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-06-founder-feature-kartik-das-of-doosra) (The Startup CPG Podcast)
- [Advice Line with Alexa Hirschfeld of Paperless Post](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-26-advice-line-with-alexa-hirschfeld-of-paperless-post) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2022-04-29-129-kirk-visola-mind-the-font-and-jake-karls-from-mid-day-squares-drops-in-on-a. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.