# How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola (2021)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-12-21
- Length: 37m
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner
- Listen: https://share.transistor.fm/s/1b0dd529

## Summary

Kirk Visola, founder of the design agency Mind the Font, discusses his transition from corporate graphic design to running his own agency, 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 develop a brand voice, before hiring a designer to execute the visual identity. Visola also shares tips on being an ideal client, setting boundaries with contracts, and approaching designers for accurate bids.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=0) Introduction and Agency Background
- [8:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=521) Origin of Mind the Font and Career Path
- [17:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=1060) Pre-Packaging Strategy: Name, Product, and Voice
- [22:08](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=1328) Being an Ideal Client and Sourcing Designers
- [26:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=1591) Pricing, Contracts, and Client Boundaries
- [32:30](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-21-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner#t=1950) Personal Projects and Creative Philosophy

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Mind the Font (company)
- Startup CPG (company)
- Clubhouse (tool)
- Brandon Hernandez (other)
- Unsplash (tool)
- Iomega Zip Drives (product)
- E. & J. Gallo Winery (company)
- Safeway (company)
- Purina (company)
- Motorola (company)
- Dole (company)
- Mike's Hard Lemonade (company)
- Ready Pac Foods (company)
- Foster Farms (company)
- Liv Bar (company)
- Whole Brain Consulting (company)

## 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 (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)
- [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)
- [129 - Kirk Visola (Mind the Font) and Jake Karls from Mid-day Squares drops in on a live interview on LinkedIn](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) (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/2022-12-21-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.