Packaging is often the first thing consumers notice, but knowing when and how to update it is one of the toughest decisions founders face.

In this episode of Startup to Scale, I sits down with Christopher Jane founder of Proper Good to discuss the real story behind his brand’s packaging refresh. They unpack what prompted the redesign, the challenges of evolving a brand without losing existing customers, and what it was like working through a comprehensive packaging audit with EO Space.

Whether you’re considering a subtle refresh or a complete overhaul, this conversation offers a behind-the-scenes look at the decisions, tradeoffs, and lessons every CPG founder should understand before changing what sits on the shelf.

Sponsored by EO Space.

EO Space is an agile food & beverage design studio helping growth-stage CPG brands create world-class branding, packaging, and marketing built for modern retailers and today’s consumers. Get an expert review of your packaging. Limited Offer: Free Packaging Audit

Startup to Scale is a podcast by Foodbevy, an online community to connect emerging food, beverage, and CPG founders to great resources and partners to grow their business. Visit us at Foodbevy.com to learn about becoming a member or an industry partner today.