# How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2021-08-30
- Length: 36m
- Episode: 1
- Page: 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
- Listen: https://share.transistor.fm/s/696af357

## Summary

Kirk Visola, founder of the design agency Mind the Font, shares his journey from corporate graphic design to running his own firm, emphasizing the importance of brand strategy, naming, and product readiness before investing in packaging design. He advises CPG founders to secure their name and product formulation first, then build a brand story, noting that design is the final layer of execution. Visola also discusses how to vet design partners, the necessity of clear contracts to protect scope and payment, and the value of community engagement through platforms like Clubhouse and Slack.

## Chapters

- [0:03](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#t=3) Introduction and Agency Background
- [8:27](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#t=507) Origin Story and Naming Mind the Font
- [17:26](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#t=1046) Pre-Design Strategy: Name, Product, and Story
- [21:54](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#t=1314) Being an Ideal Client and Sourcing Designers
- [26:17](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#t=1577) Pricing, Contracts, and Client Boundaries
- [32:16](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#t=1936) Personal Projects and Creative Philosophy

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Mind the Font (company)
- Startup CPG (company)
- E. & J. Gallo Winery (company)
- Safeway (company)
- Purina (company)
- Motorola (company)
- Dole (company)
- Mike's Hard Lemonade (company)
- Foster Farms (company)
- Brandon Hernandez (other)
- Andy Kurtts (other)
- Daniel (other)
- Unsplash (other)
- Iomega Zip Drives (product)

## Related episodes from other shows

- [27 - Kirk Visola from Mind The Font](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-19-27-kirk-visola-from-mind-the-font) (People of Packaging)
- [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)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-04-25-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey) (How I Built This)
- [Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey (April 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-06-advice-line-with-fawn-weaver-of-uncle-nearest-premium-whiskey-april-2024) (How I Built This)
- [339 - Beyond the Dieline ep 1 with Tom Seymour and Jessica Kwon from Moka Energy!](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-02-05-339-beyond-the-dieline-ep-1-with-tom-seymour-and-jessica-kwon-from-moka-energy) (People of Packaging)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to 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 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 The Startup CPG Podcast.