People of Packaging · 22 Jun 2023 · 29m
Katie Klencheski, Founder and CEO of Smakk Studios, discusses her agency's pivot from luxury hospitality branding to sustainability-focused wellness clients, including a detailed case study on rebranding the sexual wellness brand Taboo for its launch into Sephora. She explains the complexities of sustainable packaging, noting that virgin plastic remains cheaper than post-consumer resin due to oil subsidies, and that heavy materials like glass can have higher shipping emissions than plastic. Klencheski outlines her strategic process for building brands that bridge digital DTC experiences with physical retail presence, ensuring consistent brand storytelling across all touchpoints.
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Justin Wolff, co-founder of Junk Theory, explains his mission to end the plastic era in beauty by creating the first skincare line entirely packaged in aluminum. He details the brand's genesis, which stemmed from his previous social enterprise work and a realization that 'clean beauty' often ignored packaging waste. Wolff discusses the challenges of developing curbside-recyclable metal packaging, avoiding white-label formulas, and achieving organic growth through PR and radical ingredient transparency rather than paid ads. He also shares insights on fundraising, retail strategy, and the importance of product quality to drive impact.
Michael Lowry, VP of Global Spirit Sourcing, and Andrea Starr, Senior Director of Merchandising at Total Wine & More, explain how the largest independent alcohol retailer in the U.S. discovers, evaluates, and scales new CPG brands. They discuss the critical role of packaging design in spirits and seltzers, the shift toward flavor-driven purchasing, and the rapid growth of the non-alcoholic and THC beverage categories. The guests detail Total Wine's data-driven assortment strategy, their preference for brands that invest in staff education and tastings, and the logistical realities of getting products onto 300+ store shelves.
Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, and Andy Kurtts, founder of Buttermilk Creative, discuss the technical and design aspects of CPG packaging. Valenti-Jordan explains how to protect products from oxygen, moisture, and shipping damage, while advising founders to use standard packaging formats to keep co-manufacturing costs low. Kurtts details how to balance shelf standout with category norms, using examples like Graza and NoBull to illustrate successful format choices. The guests emphasize that packaging must align with brand promises, comply with regulations, and support marketing goals from the earliest stages.
Woo Pailet, co-founder and head of marketing for LOO, explains how a four-person founding team created a plant-based, flushable wipe brand with fully recyclable packaging to combat microplastic pollution. She details the rigorous R&D process, including GD4 compliance testing for flushability and the selection of natural plant pulp fibers, as well as the challenges of finding manufacturers willing to produce a novel format. Pailet discusses the company's bootstrapped financial model, their strategy of destigmatizing wipes through premium design and targeted sampling in New York City, and their upcoming participation in Expo West.
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