Every idea in a CPG business, however big or small, has to become a pack design
By Steveking · October 23, 2026 · Curated by George's Blog
Every idea in a CPG business, however big or small, has to become a pack design before it reaches a shelf. 🛍️
R&D, insights, marketing, a regional team’s own idea – almost none of it reaches the shelf without passing through the same gate. That makes pack design the starting point of the innovation process, not one creative format among many. It’s also the first piece of creative made for a product.
The photography, the messaging hierarchy and the brand assets decided there get cropped into hero images, resized for product pages and lifted into social ads. Everything downstream inherits what was decided first.
Get the pack right and every channel starts from a stronger position. Get it wrong and you spend the year firefighting the consequences. đź‘Š
Where does pack design sit in your innovation process – at the start, or at the end?