# #203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-07-01
- Length: 54m
- Episode: 166
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts
- Listen: https://share.transistor.fm/s/59d1a015

## Summary

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.

## Outline

1. Introduction: Jamie Valenti-Jordan and Andy Kurtts
2. Technical Packaging Requirements: Shelf Life and Protection
3. Co-manufacturing Constraints and Standard Formats
4. Design Strategy: Standing Out vs. Fitting In
5. Working with Designers and Managing Expectations
6. Packaging Quality, Printing Technologies, and Iteration

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Catapult Commercialization Services (company)
- Buttermilk Creative (company)
- Graza (product)
- NoBull (product)
- Leisure Hydration (product)
- Midday Squares (product)
- Justice Tea (product)
- Actual Veggies (product)
- Canworks (company)
- Belmark (company)
- Stranger and Stranger (company)

## Related episodes from other shows

- [360 - Beyond the Die Line - The pitch was awful. They liked the bar! Tom Seymour and Ree Dolnick](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-10-08-360-beyond-the-die-line-the-pitch-was-awful-they-liked-the-bar-tom-seymour-and-r) (People of Packaging)
- [83 - Talking experiential and holistic design with Brandon and Ivan from Handsome.is](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-11-09-83-talking-experiential-and-holistic-design-with-brandon-and-ivan-from-handsome) (People of Packaging)
- [8: Packaging](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-01-28-8-packaging) (Thoroughly Considered)
- [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)
- [325 - From Shrink Sleeves to Scale: The Tru Energy Packaging Journey](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey) (People of Packaging)

## Citing this page

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