January 24, 2026 There’s a pattern that shows up in CPG packaging projects more often than it should. A brand begins losing momentum in the market, sales soften, shelf presence feels weaker than it once did, and internal conversations eventually arrive at the...
January 16, 2026 A packaging design brief is where projects succeed or fail. Not at the design review or at the retailer presentation. After 30 years of working with CPG brands across food, beverage, wellness, pet, and beauty, we’ve seen the same patterns repeat...
January 8, 2026 Most CPG brands treat packaging design and prototyping as two separate phases. You design first and then somewhere downstream you prototype. Files get handed off, a physical sample gets built, and everyone crosses their fingers that the original intent...
This piece was originally written in 2018 when the men’s grooming category was at an inflection point. The dynamics it describes — patronizing marketing, missed opportunities at shelf, and the underserved contemporary male consumer — remain as relevant today as...
September 19, 2016 Gary ChiappettaCEO, Kaleidoscope I am currently spending a few months in China as part of an exploratory market and cultural audit for our business. The shopping consumer experience in China is unlike anything in the West, and the best way to...
