Sign up to get updates from us
Meyers Sustainable Packaging Guide eBook
Sponsor information!
If you listened to the podcast and wanted to connect with Specright to rid the world of waste. Let’s go! www.specright.com/pkg. Prepare your company for the world of EPR laws and be the sustainability hero! Make sure you check them out and join them on their mission to have a world where people are free to make amazing things!
SupplyCaddy is welcomed on as the latest packaging podcast sponsor! SupplyCaddy is a leading global manufacturer and supplier of packaging and disposables for the foodservice industry. With headquarters in Miami, Florida, and manufacturing facilities in North America and Europe, SupplyCaddy is able to provide high-quality, affordable products for restaurants, chains, and foodservice brands globally. For more information, visit SupplyCaddy.com.
Show Notes (generated from Deciphr.ai):
Show Notes: People of Packaging Podcast with Katie Klencheski
Introduction
Katie Klencheski is the Founder and CEO of Smack Studios, an agency that focuses on branding, design, and wellness. She has been in the industry for over a decade and has worked with various clients, including the Trump Hotel Collection. However, after the 2016 election, Katie decided to pivot her agency to work only with brands that make the world a better place. She is also a leader within Al Gore's group, the Climate Reality Project.
Overview
In this episode of the People of Packaging podcast, Katie Klencheski talks about her agency, Smakk Studios, and its focus on sustainability and well-being. She also shares her experience working with the Trump Hotel Collection and how it influenced her decision to pivot her agency's focus. Additionally, Katie discusses her training with Al Gore's group, the Climate Reality Project, and how it has helped her understand sustainability and the climate crisis. Later in the conversation, they discuss the challenges of pivoting a business towards sustainability, the importance of collaboration, and the surprising things Katie has learned about sustainability and packaging. Finally, Adam and Katie talk about a recent rebranding project for Taboo, a sexual wellness brand.
Timestamped Chapter Summary
* Introduction of Katie Klencheski and her background (0:00:02)
* Katie's decision to pivot her agency's focus after the 2016 election (0:04:18)
* Katie's training with the Climate Reality Project (0:05:50)
* The challenges of pivoting a business towards sustainability (0:07:15)
* The changing nature of work and collaboration (0:07:52)
* Smack Studios' approach to branding and design (0:08:32)
* The importance of delivering on a brand promise across different touchpoints (0:09:23)
* The surprising things Katie has learned about sustainability and packaging (0:11:53)
* The challenges of calculating sustainability in absolute terms (0:13:02)
* The issues with virgin plastic and post-consumer plastic (0:13:35)
* The need for more work to be done in sourcing materials and informing consumers (0:14:47)
* The difficulty in defining sustainability and the importance of making the best decision with what we know (0:15:31)
* The misinformation around plastics and the industry's interest in selling virgin plastic (0:16:18)
* The recent rebranding project for Taboo, a sexual wellness brand (0:18:31)
* The process of rebranding for Taboo, a sexual wellness brand (0:19:01)
* The unique target audience of Taboo and its founder's story (0:19:43)
* The strategy and research behind the rebranding of Taboo (0:20:16)
* The core brand concept for Taboo and its unique positioning (0:21:31)
* The importance of creating an elevated experience for Taboo's packaging and visual identity (0:23:16)
* The integration of the rebrand into Taboo's ecommerce experience (0:24:25)
* The process of creating positive tension and alignment with values during the design process (0:24:59)
Relevant Links/Resources/References
* Smakk Studios website:
https://smakkstudios.com/
* Climate Reality Project website: https://www.climaterealityproject.org/
Quotable Phrases/Takeaways
* "Sometimes clients that maybe you didn't think too hard about become forces for not so great things." - Katie Klencheski (0:04:54)
* "We really wanted to focus on sustainability because I think anybody who works in packaging, you want to see your beautiful work on shelf and retail and things like that. You don't want to see it washing up on a beach because plastic never biodegrades." - Katie Klencheski (0:05:50)
* "It's never just kind of going straight for a tactical touch point. It's really thinking about how do we take the through line of what's important to this brand and make sure it shows up appropriately in all of those places." - Katie Klencheski (0:10:45)
* "A lot of times we go into people just say plastic is bad, and that's something that I think there's a reason for that. Plastic does not biodegrade." - Katie Klencheski (0:12:22)
* "It's good to know that there are people out there who are aware of this and constantly learning and saying, like, well, let's just make the best decision with what we know right now and continue to push and advocate for better, more sustainable choices, potentially even legislation like you mentioned." - Adam Peek (0:15:31)
* "This consumer who's going through menopause is a different consumer than her mother's generation was and is ready to have more evolved conversations around sexual wellness." - Katie Klencheski (0:21:55)
Social Media Handles/CTAs
* Adam Peek Twitter: @packagingpastor
*
Conclusion
Katie Klencheski's story is a testament to how one can pivot their business and make a positive impact on the world. Her agency, Smakk Studios, is a great example of how sustainability and well-being can be integrated into branding and design. As we continue to face the climate crisis, it's important to support businesses like Smack Studios that prioritize sustainability and well-being. The conversation also highlights the importance of collaboration and delivering on a brand promise across different touchpoints. Finally, Katie shares some surprising things she has learned about sustainability and packaging, including the challenges of calculating sustainability in absolute terms and the issues with virgin plastic and post-consumer plastic. The conversation ends with a discussion of a recent rebranding project for Taboo, a sexual wellness brand, and the process of creating positive tension and alignment with values during the design process.