The Startup CPG Podcast · 7 Oct 2025 · 58m · Episode 202
Janice Greenwald, a fractional CMO for emerging food and beverage brands, and Kat Karpati, co-founder of Flock Creative, explain how to create effective packaging creative briefs that align business strategy with design. They discuss defining the core business challenge, identifying the target consumer through psychographics, and establishing a clear positioning statement, using El Nacho as a key example. The conversation emphasizes the importance of shelf context, channel-specific constraints like Costco's five-foot rule, and managing the RFP process to select the right agency partner based on chemistry and strategic fit rather than spec work.
early-stage companies and companies scaling up
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