The Best Time to Fix Your Packaging? Before You Need To.
Let’s talk about one of the biggest mistakes brands make on the road to retail: waiting.
Waiting for a buyer to say yes.
Waiting for a PO to land.
Waiting for someone else to tell you it’s time to get your packaging together.
👎 If that’s your plan, you’re already behind.
Here’s the harsh truth: most brands get caught with their pants down the moment a retail opportunity shows up. Suddenly it’s a mad scramble to whip up mockups, scramble for pricing, and email five suppliers in panic mode. That’s not a strategy. That’s survival.
The smart brands? They’re walking into the pitch with the whole damn playbook.
Craig Phillips said it best: “You want to be the brand that says, ‘We’ve got options ready.’”
Let’s break that down:
🧠 Craig’s Retail Packaging Rulebook:
🛠️ Prep packaging early. Don’t wait for an invitation. Buyers love confidence, and nothing says “we’re serious” like having dielines, SKUs, and pricing ready to go.
🎯 Bring display ideas before they ask. You’re not being extra—you’re being prepared. Half the brands in the room will show up empty-handed. You show up with execution.
📈 Make it scalable. That cute kraft box with 14 hand-glued ribbons? Cool for a farmer’s market. A disaster for national retail. Think mass production now, or risk outgrowing your own setup later.
This is retail. Blink and you’ll miss your shot.
And if you're still building your packaging after the starting gun, you're not in the race—you’re a spectator with a to-do list.
Retail buyers want solutions, not problems. Be the brand that says, “Here’s our product, here’s our packaging, here’s the plan.”
The shelf doesn’t wait for anyone.
So suit up early—or get left behind.
