Why packaging isn’t just a label—it’s a lever for growth.
In this kickoff episode, Kelley Kempel, retail packaging expert and founder of Hidden Path Creative, shares why packaging is one of the most overlooked but powerful tools in your business. With 20+ years of experience leading packaging design for national retailers like Kohl’s and Dick’s Sporting Goods, Kelley breaks down what truly makes packaging strategic, and why that matters when you’re scaling.
You’ll hear how Hidden Path was born, why good packaging does more than just “look nice,” and how it shapes everything from shelf visibility to brand recognition. Whether you’re gearing up for Faire, wholesale, or just tired of second-guessing your label, this episode sets the foundation for packaging that sells—and what’s possible when it’s done right.
Highlights:
Kelley’s journey from big box retail to founder-focused design
What small brands get wrong (and right) about packaging
The emotional + strategic role of packaging in customer experience
Why packaging is your most underutilized sales asset
Ready for your packaging to actually sell your product, not just sit on the shelf looking pretty? Apply for your Packaging Pronto day at hiddenpathcreative.com/packagingpronto