Packaging is one of the most important sales tools a CPG brand has. But the packaging that gets you started isn’t always the packaging that will help you scale.

In this episode, I’m joined by Eve Ackerley, Co-Founder and CEO of Evie’s Snacks, and Taja Dockendorf, Founder of Pulp & Wire, the design agency behind Evie’s packaging redesign.

We explore the evolution of Evie’s packaging, including moments when the original design created confusion about the product, and what ultimately led Eve to rethink how the brand showed up on shelf.

From there, Taja shares how Pulp & Wire approaches packaging strategy, product communication, visual hierarchy, and shelf presence. We’ll unpack how founders can recognize when their packaging isn’t working, what actually matters in a redesign, and how to create packaging that stays true to the brand while helping it grow at retail.

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.