# #217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-10-07
- Length: 58m
- Episode: 202
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-07-217-creative-briefs-101-with-janice-greenwald-and-kat-karpati
- Listen: https://share.transistor.fm/s/2c24687d

## Summary

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.

## Outline

1. Introduction: Janice Greenwald and Kat Karpati
2. The Purpose and Structure of a Creative Brief
3. Defining the Business Challenge and Consumer
4. Shelf Context, Channel Strategy, and Constraints
5. Positioning Statements and Messaging Hierarchy
6. Color Strategy and Portfolio Unity
7. The RFP Process and Agency Selection
8. Budgeting: Agencies vs. Freelancers

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Flock Creative (company)
- El Nacho (product)
- Sabra (company)
- Rhythm Superfoods (company)
- Nature's Bakery (company)
- Botchins (company)
- Earthbound Farm (company)
- Rao's (company)
- Unilever (company)
- Costco (company)
- Whole Foods (company)
- Kroger (company)
- Wegmans (company)
- Doritos (product)
- Crave (company)
- Bachan's (company)

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- [269 - The Wizard of Brand Clarity shares insights on brand positioning and packaging](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-06-19-269-the-wizard-of-brand-clarity-shares-insights-on-brand-positioning-and-packagi) (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)
- [67 - Andy Kurtts from Buttermilk Creative](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-07-21-67-andy-kurtts-from-buttermilk-creative) (People of Packaging)
- [296 - From Wall Street to Food Street: Sid Banthiya's Transformative Journey into Consumer Brands](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-11-15-296-from-wall-street-to-food-street-sid-banthiyas-transformative-journey-into-co) (People of Packaging)

## Citing this page

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