Unpack'd

BACKGROUND

Please describe your company and your position there.

Tacodeli is a restaurant chain in Texas known for serving fresh, authentic tacos and award-winning salsas. We also have an emerging line of consumer packaged goods. I am the President of our CPG division.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Unpack'd, and what were your goals?

We hired Unpack'd to create a new brand identity and packaging design for a line of tortillas launching later this year. Once we landed on the new packaging design for this line of products, we also asked them to re-design our existing Tortilla Chips and Salsas brand identity and packaging to align with the new look. Our goal was to create a new packaging design that better embodied our brand aesthetic and stand out on shelf to generate trial.

SOLUTION

How did you select this vendor?

I was made aware of Unpack'd by a personal recommendation from a colleague at another CPG company in Austin who had a previous positive experience. I met with a handful of different packaging agencies and decided to move forward with Unpack'd because I thought they best understood our brand identity and would be able to translate that visually to the packaging system.

Describe the scope of their work in detail, including any steps and the final deliverables.

Scope of work was totally new packaging design for a line of tortillas, and then a re-design of 2 existing product lines to incorporate that new design. The project was phased in sequences, but because the quality of the work has been strong, we continue to add more projects to the scope. Final deliverables are mechanical art files ready to send to printer.

How many people from the vendor's team worked with you, and what were their positions?

I worked directly with Wes, the owner and CEO of Unpack'd. I cannot speak to how many internal designers he had working on our projects, but Wes was my primary point of contact throughout the project.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our new packaging design hits shelves later this year so I cannot speak to in-market results, but the new designs have certainly helped us land new distribution wins with retailers as the buyer feedback has been extremely positive toward the new design.

Describe their project management style, including communication tools and timeliness.

Wes is always available and we met both formally (in a conference room) and informally (text or at a restaurant). Unpack'd lays out clear timeline expectations and always hit their deadlines. I appreciate that Wes was always available to hop on the phone and hash things out or help think strategically.

What did you find most impressive or unique about this company?

I've been impressed with Unpack'd's combination of strategic thinking with a variety of design capabilities. We ultimately landed on an illustrated style of design and the actual art itself is wildly impressive. Unrelated, working with Wes and his team always felt like a true partnership, not a transactional relationship.

Are there any areas for improvement or something they could have done differently?

Nothing comes to mind. I have very much enjoyed working with Unpack'd and have been impressed by the quality of the work and the engagement from the team.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a whiskey brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Unpack'd?

We needed package design, brand conception, and marketing services.

SOLUTION

What was the scope of their involvement?

Unpack’d helped us develop the brief, assets, and attributes to get the company off the ground. The product conception was already done, but the brand wasn’t. We worked on the brand story and packaging with them.

What is the team composition?

We worked with Wes (Founder & CEO), and he used some outside contractors.

How did you come to work with Unpack'd?

A vendor recommended them. I examined their work and was impressed with their experience.

What is the status of this engagement?

We worked together from June 2017–June 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve experienced great success with the brand, and we attribute some of it to the great design and conception that Unpack’d provided. Overall, we give a lot of credit to them, particularly in the early stages of the project.

How did Unpack'd perform from a project management standpoint?

They performed excellently. We communicated regularly by phone and in person.

What did you find most impressive about them?

They were exceptional artists and visionaries.

Are there any areas they could improve?

I don’t know if they could improve.

Do you have any advice for potential customers?

Trust them; they know what they’re doing.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a cannabis products brand based in Colorado.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Unpack'd?

We were looking to update our brand and overall look to prepare our company for a broader market.

SOLUTION

What was the scope of their involvement?

Unpack’d have been helping us to redesign our logo, color palette, labels, and packaging. They’ve also assisted us with our brand strategy by putting on paper our brand’s purpose and how we’re communicating that to our customers.

In addition to that, they advise us in finding the right materials for our products, including boxes and jars.

What is the team composition?

We primarily work with Wes (Founder) and Eric (Brand Strategist).

How did you come to work with Unpack'd?

We were referred to them by one of our advisors.

How much have you invested in them?

We’ve spent around $75,000 with them so far.

What is the status of this engagement?

We started working together in April 2021, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their work has been instrumental in helping us provide a preview of our company to potential business partners, current board members, and shareholders. Everyone has given us positive feedback about the design, tone, and direction our company has taken.

How did Unpack'd perform from a project management standpoint?

Project management has been great; they’ve been clear about the scope and every step of the process. Also, they consistently deliver within the expected timelines.

What did you find most impressive about them?

The combination of working with Wes and Eric has given us a solid product thanks to their expertise and background. The deliverables they’ve provided effectively communicate what we want.

Are there any areas they could improve?

I don’t think there’s anything they can improve on — I’ve been delighted with their work, and I wouldn’t change a thing about our engagement.

Do you have any advice for potential customers?

Let them do their work and have an open mind for feedback and suggestions — they might come up with something different from what you had imagined.

BACKGROUND

Introduce your business and what you do there.

I’m the founder and CEO of Mushroom Revival. We’re a dietary supplement company obsessed with the healing power of mushrooms, reviving people’s health with functional mushrooms.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Unpack'd?

We hired Unpack’d to help differentiate us in the marketplace. We wanted to show our X factor to reach a greater audience with our product.

SOLUTION

What was the scope of their involvement?

The project is two parts, starting with our brand strategy. We went over the higher-level aspects of the business and identified where we’re going. They interviewed eight people, including board members, employees, and external people, to get their views on our company and brand. Then, we moved into part two. They’ve helped redo our packaging and logo redesign for our products. 

What is the team composition?

I work with two people directly but I know they have others working behind the scenes. 

How did you come to work with Unpack'd?

They were recommended to me by a few different people and we had a lot of mutual contacts. We kept hearing their name in our circle, so we decided to reach out.
How much have you invested with them?

We’ve spent $27,000. 

What is the status of this engagement?

We’ve been working together since February 2020 and we’re still in the process with them. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

I appreciate the quality that they bring — it’s unbelievable and the packaging is some of the best I’ve ever seen. They go above and beyond to make sure we’re happy. All of their work has been educated, strategic, and top-level. 

How did Unpack'd perform from a project management standpoint?

Their team is unbelievably communicative. I’m able to get on a texting basis with the project lead. Any time or day that I need to be in contact with them, I can. They are super open to my feedback and any suggestions I have. They ensure they set up meetings and stay in contact with us.  

What did you find most impressive about them?

They’re great listeners and it’s clear they care about me, my brand, and our goals. I’ve done brand refreshers in the past and designers had their own style and didn’t care about our mission. With Unpack’d, they take their time to care about our interests and are really thorough.

They are detail-oriented, flexible, and organized. As great individuals and humans, they’re just easy to work with. Working with designers as skilled as them is amazing. 

Are there any areas they could improve?

There is a bit of a timing delay, but I say that with a grain of salt because of everything going on in the world with COVID-19. It’s totally understandable why we haven’t met the original deadlines. 

Do you have any advice for potential customers?

Have a good balance between knowing what you want and trusting in them. Express yourself and what you want but know they are experts and know what they’re doing. 

BACKGROUND

Please describe your company and position.

I am the Founder of Lady Bird Mixer Co

Describe what your company does in a single sentence.

Lady Bird Mixer creates flavorful and adventurous drinks to be enjoyed alone or mixed with spirits.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Unpack'd to accomplish?

• Create brand look, feel, and personality from scratch.

SOLUTION

How did you find Unpack'd?

Referral

Why did you select Unpack'd over others?

Great culture fit, Company values aligned

What was the size of Unpack'd’s team?

6-10 Employees

What was your primary form of communication with Unpack'd?

In-Person Meeting, Virtual Meeting, Email or Messaging App

Describe the scope of work in detail. Please include a summary of key deliverables.

All aspects of packaging design, four packs, bottles, case carriers. Website.Point of sale including tasting notes.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Owners' reactions
• Stakeholders' feedback

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Always on time or ahead of schedule. The team consistently responded to all our needs and explained the process clearly.

What did you find most impressive or unique about this company?

Creative yet professional. Outstanding experience.

Are there any areas for improvement or something Unpack'd could have done differently?

Nope. Awesome company.