# 235 - Adam and Vicki Strull get Sappi about branding

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-12-27
- Length: 32m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding
- Listen: https://encase.substack.com/p/235-adam-and-vicki-strull-get-sappi

## Summary

Vicki Strull, Chief Creative at Vicki Strull Creative Collective, discusses how packaging serves as a critical brand touchpoint that drives customer loyalty through 'moments of delight.' She highlights the Sappi Standard 7 book as a resource for designers and brands to explore techniques like die cuts, embossing, and scented inks to create memorable unboxing experiences. Strull emphasizes that authentic, purposeful design—rather than arbitrary embellishment—impacts repeat sales and customer lifetime value by creating emotional connections.

## Chapters

- [0:31](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=31) Introduction: Vicki Strull and WS Packaging History
- [3:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=229) Vicki Strull's Role and Creativity Philosophy
- [9:36](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=576) Moments of Delight: The Furniture Heart Example
- [15:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=928) Unboxing Experience and Retail Shelf Impact
- [18:12](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=1092) Sappi Standard 7 Book and Packaging Techniques
- [24:31](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-12-27-235-adam-and-vicki-strull-get-sappi-about-branding#t=1471) Recyclability and Production Notes in Sappi Standard 7

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Sappi (company)
- Sappi Standard 7 (product)
- HP Indigo (tool)
- Labl (tool)

## Related episodes from other shows

- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [230: Product Packaging Advice for Your New Hardware Invention](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention) (Product Startup)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-07-217-creative-briefs-101-with-janice-greenwald-and-kat-karpati) (The Startup CPG Podcast)

## Citing this page

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