The Power of Packaging: How Design Drives CPG Growth
Written by George Goodwin
In the world of CPG brands, good design isn’t just about pretty packaging—it’s about function, storytelling, and getting products from concept to the grocery store shelf. On a recent episode of the GroceryPulse Podcast, I sat down with two powerhouse creatives in the industry: Henry and Adam Steinberg. Between them, they’ve done everything from building grocery CPG brands to launching one of California’s leading cannabis companies.
If you're a retailer or a CPG owner, this episode breaks down what it really takes to create packaging that sells—and why getting design right is essential for brand growth.
Meet the Guests: Design with Impact
First, there’s Henry, a long-time creative partner of mine. He’s done it all—from cartoons to books to designing for both grocery software and consumer packaged goods. What makes Henry stand out is his ability to simplify design without losing what matters—he gets both the visual storytelling and the demographic nuance needed to connect with different customer bases.
Then we’ve got Adam Steinberg, who brings the business and strategy side of design to life. His background? Wild. Adam co-founded one of the top cannabis brands in California, built around small craft regenerative farmers from the Emerald Triangle. At its peak, the brand was nicknamed the “Whole Foods of Cannabis”—thanks to its commitment to sustainability and community storytelling.
From Cannabis to Kit Print: Adam’s Shift to Production Design
Adam’s experience scaling a cannabis brand taught him one important lesson: production design is often the unsung hero of CPG success. In cannabis especially, packaging is more than a marketing piece—it’s a regulatory challenge, with strict batch-specific labeling and compliance rules.
Early on, Adam’s team built an in-house production design and packaging operation. Most brands don’t do this—and end up leaning too heavily on their creative teams, bogging them down with technical tasks. This insight led Adam and his former hire to launch Kit Print, an agency dedicated to the production design process.
“We realized that creative teams often get stuck doing technical production work. That’s not where they shine. We built Kit Print to solve that,” Adam explained.
Today, Kit Print works with both traditional food and beverage CPG brands and cannabis brands, offering structure, clarity, and speed for companies trying to bring their packaging to life.
Why CPG Brands Should Rethink Their Design Process
If you’re a CPG founder, marketer, or retailer, here are three big takeaways from our conversation:
1. Design Is More Than Looks—It’s Logistics.
Whether it’s food, beverage, or cannabis, your packaging needs to work in the real world. It has to comply with regulations, print correctly, and hold up on the shelf.
2. Don’t Overload Your Creative Team.
Let your designers do what they do best—create. A production design partner can handle the technical side so your team stays focused on innovation and branding.
3. Tell Your Brand Story Through Every Touchpoint.
From label size to font choices, every packaging detail tells your customer who you are. Make sure your design process supports that story from day one.
Final Thoughts
Packaging isn’t just the final step—it’s the bridge between your brand and your customer. As Adam and Henry shared, getting your CPG design process right can make or break how your product shows up on the shelf and in your customer's hands.
Want to learn how to simplify your design process or grow your CPG brand the smart way?
🎧 Catch the full episode of the GroceryPulse Podcast now—available on Spotify or Apple.
Have a question about taking your CPG packaging to the next level? Drop us a comment or tag us—we’d love to help!
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