The JOURNAL

You Googled “how to hire a packaging designer” and landed here instead of some SEO-stuffed article written by a packaging supplier who wants to sell you boxes. Good. Stay. I’m a packaging designer. I’ve been doing this for 15 years and I’ve seen founders spend more money fixing bad packaging decisions than they ever would […]

The honest answer for funded CPG founders on how much packaging costs, what you get at each price point, and what bad packaging actually costs you. You’ve got a product that works. You’ve spent real money proving it works. Now you’re getting quotes from designers that range from $800 to $15,000 and you’re wondering what […]

How to Find the Right Packaging Designer (Without Getting Burned). You’ve built something worth talking about. Now you need packaging that makes a stranger on a shelf (someone rushed, distracted, and spoiled for choice) reach for yours first. The wrong designer will cost you a lot more than their invoice. Here’s how to avoid them. […]

If you are trying to choose between a packaging design agency vs studio this is the breakdown nobody in the industry wants to publish. Do you want to work with the person who sold you the work or the person actually doing it? That is the question nobody asks out loud. So I will. That’s […]

The most expensive packaging mistake isn’t a bad design. It’s a scared decision. I work with founders whose packaging is costing them sales without them even knowing it. I was working with a founder recently. Great product. Genuinely funny name. A clear customer who needed exactly what she was making. We built a strategy around […]

Your dog doesn’t care what the treat bag looks like. But the person forking over $30 for freeze-dried duck hearts? Yeah, they do. Welcome to the world of premium dog treat packaging, where aesthetics, strategy, and shelf seduction collide. You’re Not Competing with Pedigree Mass market is loud. Neon paw prints. Shiny fonts. Maybe a […]

As a small business owner, you’ve probably been bombarded with advice about the importance of branding. Everyone says you need “proper branding” to succeed, but what does that really mean? And more importantly, what does it cost? Is it $500? $5,000? The GDP of a small nation? Here’s the thing: professional branding isn’t just about […]

Are you sabotaging your brand without even knowing it? From inconsistent visuals to chasing every trend, most brands are guilty of these common mistakes. Don’t worry—we’ve got the tough love (and solutions) you need to fix your branding and finally stand out. Ready for a reality check?

Let’s be real: I don’t know the first thing about trauma therapy, speech therapy, or roofing (I’m not even sure what tools roofers use — a hammer? Shovel? 🤔). And here’s the kicker: I don’t need to. My expertise isn’t in knowing how to guide someone through emotional healing, help them find their voice, or […]

So, I’m kicking off something new here—welcome to Tip Tuesday. But honestly, is it really Tuesday? Yesterday felt like a Tuesday, and the day before that felt like one too. Maybe it’s just me, or maybe I’m just impatient for school to start again. Forget the Sales Pitch: Focus on Solving Problems Here’s a little […]