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In part 2, Kirk and Andy continue chatting with Alex Center, founder and creative force behind Center Design, to discuss the art and strategy of building iconic brands like Ayoh! mayonnaise and BERO beer. From the high stakes of crafting products for big-name personalities like Molly Baz to designing a "lived-in yet fresh" aesthetic, Alex dives deep into the challenges and joys of creating consumer packaged goods that feel both timeless and trendy.

Highlights:

• How Molly Baz's reverence for classic sandwich shops inspired *Ayoh!*’s nostalgic yet modern design.
• The unique approach of making new brands feel like they've been around forever—and why it's a winning formula.
• The collaboration process at Center Design: stakeholder interviews, team synergy, and blending client vision with expert execution.
• Alex's thoughts on balancing pressure, passion, and creativity when working on high-stakes projects.\

Kirk and Andy also geek out over the Americana vibe behind Ayoh! and sandwiches as a universally loved staple, sharing their own sandwich-making rituals and thoughts on the role of nostalgia in branding.

Whether you're a designer, a brand enthusiast, or just someone who loves a good sandwich (with the perfect mayo, of course), this episode is packed with inspiration and laughs. As Alex puts it, "Design is a team sport," and this conversation is proof of that collaborative magic.

See more of Alex's work here: https://center.design/

Connect with Alex: https://www.linkedin.com/in/alexcenter/

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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In this episode, Kirk and Andy sit down with the brilliant Alex Center—Brooklyn-based designer, founder of the branding studio Center, and creative visionary behind some of today’s most iconic brands. From his early days designing for Vitamin Water to a decade-long tenure at Coca-Cola, Alex shares his unique journey of building brands that resonate—and yes, there’s even a story about 50 Cent dropping a “you spit hot fire” compliment!

Alex dives into his transition from in-house powerhouse to independent studio founder, giving a candid look into the value of in-house design work. While many designers chase agency dreams, Alex champions the versatility, speed, and breadth of working across all touchpoints of a brand. Whether it’s retail, packaging, or campaigns—Alex reminds us how being in-house shaped his holistic understanding of brands and prepared him to make waves with clients like Liquid Death, New Balance, Kinder Forge, and United Sodas of America.

The conversation heats up when Kirk and Andy unpack Alex’s latest masterpiece: Bero, a non-alcoholic beer brand co-founded with Hollywood’s own Tom Holland. From the elegant design details, iconic gold can tops, and tactile finishes to capturing the essence of premium British pub culture, Bero sets a new gold standard in branding. The team nerds out over the power of differentiation in crowded markets and how good design is both tactile and timeless.

Along the way, Alex shares stories of:

• Breaking the “stigma” of in-house design and why it’s anything but boring.
• The magic of working across multiple expressions of a single brand.
• The delicate balance of “elevating, not alienating” in branding.
• How heritage and modernity shape Bero’s standout look and feel.

Prepare to be inspired by Alex’s passion for brands, his unfiltered takes on design, and his knack for storytelling that makes every project personal. Whether you're a designer, marketer, or just someone who loves beautiful brands, this episode is packed with gems on design strategy, aesthetics, and pushing the creative envelope.

See more of Alex's work here: https://center.design/

Connect with Alex here:

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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In this festive fall edition, hosts Kirk and Andy get together for their annual pumpkin-themed design review. With their signature wit and charm, the duo explores the bold, bizarre, and beautiful world of pumpkin-inspired product packaging and branding.

From Andy’s critique of a pumpkin-spiced spiked latte with questionable flavors but stellar design, to Kirk’s enthusiasm for non-alcoholic craft beers with spooky seasonal vibes, this episode is packed with insightful design breakdowns. Listen as they:

• Celebrate standout packaging from brands like Go Brewing, Rogue, and Dunkin’s innovative spiked latte line.
• Discuss the creative risks (or lack thereof) in the seasonal branding world.
• Highlight clever typography, textures, and storytelling elements in limited-time packaging.

The conversation doesn’t stop at beverages! Kirk and Andy also reflect on what makes seasonal designs resonate emotionally with consumers, the importance of nostalgia in marketing, and the missed opportunities of brands playing it too safe.

Crack open your favorite fall drink (pumpkin or not) and join the fun! 🍂✨

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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Join hosts Kirk and Andy in this deliciously inspiring episode! We welcome the audacious and innovative Lex Evan, founder, CEO, and chief of Lexington Bakes (LXB), an eco-conscious luxury dessert brand redefining nostalgic treats. With 15 years of experience leading design and strategy for global beauty and wellness giants, Lex has seamlessly blended their passion for storytelling, sustainability, and creativity into every bite of LXB's award-winning offerings.

Dive deep into Lex's journey from design school overachiever to CPG visionary as they share the unexpected path that led them from corporate design at Johnson & Johnson to establishing a premium dessert brand. Learn about the trials, triumphs, and lessons of building a startup, how ADHD shaped their creative process, and why supporting women and gender minority leaders is at the core of their mission.

Whether you're a design enthusiast, an aspiring entrepreneur, or just a fan of brownies, this episode is packed with insights on navigating ambiguity, balancing brand strategy with bold risks, and embracing the joy of creation. Plus, discover how Lex turned a casual Instagram post into a thriving business with a little hustle and a lot of heart.

Connect with Lex here:
https://www.linkedin.com/in/lexevan/


Buy some brownies here:
https://lexingtonbakes.com/

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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In this episode of the Kirk & Kurtts Design Podcast, Kirk and Andy chat with Sam Fagan, a "Swiss Army knife" of digital design and development. Sam’s skill set spans website design, HTML/CSS coding, WordPress development, project management, and copywriting. Beyond her technical expertise, she’s dedicated to helping small businesses and nonprofits turn customers into passionate fans by creating strategic, engaging digital experiences.

Sam shares her journey from New York to Arkansas, tracing her path through various roles that shaped her expertise, resilience, and love for storytelling.

The discussion dives deep into mentorship. Sam reflects on her own challenges finding guidance early in her career and her commitment to now mentor others. Kirk and Andy emphasize the importance of mentorship within creative industries, noting the need for role models who understand both creative and business perspectives.

Packed with humor, wisdom, and advice, this episode offers insights for anyone navigating design, development, or digital branding. Tune in to learn how embracing curiosity and storytelling can transform your work—and your approach to life.

Connect with Sam here:
https://www.linkedin.com/in/samanthafagan/ https://www.linkedin.com/in/samanthafagan/

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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Kicking off Season 4 of the K+K show!!!

In this episode we welcome Fred Hart, a dynamic designer, strategist, and sneaker aficionado who recently went on his own after nine years at the helm of Interact. Fresh off a major life transition and celebrating his child's first birthday, Fred sits down with Kirk and Andy K, to dive into a conversation packed with creativity, culture, and career reflections.

Fred’s journey into design started with a love for sneakers and basketball, growing up in Hawaii and inspired by the likes of Jordan, Garnett, and Iverson. From sneaker sketches in notebooks to studying architecture, visual communications, and eventually finding his niche in packaging design, Fred shares how his passion evolved into a flourishing career. The episode is peppered with sneaker talk, from favorite Reebok and Nike designs to the cultural impact of footwear on art and identity.

The conversation also touches on the challenges and joys of navigating the creative world. Fred, with his wealth of experience, discusses how building strong relationships with clients can make all the difference in design projects. He reflects on the strategic side of design—understanding what clients need beyond just visuals—and how aligning design with business objectives is crucial for success. Kirk and Andy add their own perspectives on the design industry, from working with challenging clients to developing genuine business relationships built on mutual respect and trust.

This episode is more than just design talk; it’s about life, relationships, and how design connects to larger business challenges. Fred emphasizes the importance of staying authentic to oneself while understanding the client’s world and how a strategy-led approach to design can be a game-changer.

Listen in as Fred Hart drops insights on creativity, business strategy, and the journey from sneakers to brand strategy. Get ready for laughs, deep dives, and a refreshing take on what it means to truly love what you do.

Connect with Fred here:
https://www.linkedin.com/in/fredwhart/

Support the show

About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Join hosts Kirk Visola, founder of Mind the Font, and Andy Kurtts, founder of Buttermilk Creative, sit down with barcode enthusiast Amber Walls from GS1 US. Amber dives into the fascinating world of barcodes, discussing their vital role in retail, packaging, and supply chains.

Amber shares her unique journey into the world of barcodes, starting at a Cornhole game during a digital coupon conference — because who knew Cornhole could lead to a career in barcodes? Amber explains her role at GS1 US, where she works with businesses worldwide to streamline identification and barcode technologies. She also shares quirky anecdotes about her personal collection of barcode-themed items, even joking about barcode tattoos!

Listeners are taken on a journey through the history and future of barcodes. Amber talks about how barcode technology has evolved from the 1960s and 1970s to today, remaining an essential part of modern retail. Whether you’re shopping in a store or ordering online, barcodes play a critical part in everything that goes on the shelf. The trio also touches on how barcodes will continue to impact industries, with a particular focus on 2D scanning technology and the future potential of QR codes.

Amber’s passion shines through when she reveals her admiration for the early innovators of barcode technology, comparing them to the founding fathers of the system we rely on today. The episode wraps up with discussions on the technical aspects of barcodes, the importance of UPCs (Universal Product Codes), and some fun insights into how packaging design and barcodes come together in real-world applications. Kirk and Andy chime in with their own experiences dealing with barcode creation for their clients, adding a practical perspective to the conversation.

Whether you’re a design pro, a tech enthusiast, or just someone who’s curious about the little black-and-white lines on everything you buy, this episode delivers a perfect blend of humor, insight, and technical expertise.

Tune in for a deep dive into the world of barcodes and stay for the laughs as Kirk, Andy, and Amber decode the hidden complexities behind the everyday technology that keeps retail running smoothly.

Connect with Amber here:
https://www.linkedin.com/in/amber-walls-94594b1ab/

Learn about GS1 US:

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

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In this episode, hosts Kirk Visola and Andy Kurtts dive into the world of brand strategy and innovation with special guests Rifle Hughes and Glenn Pappalardo from Integral CPG, highlighting the importance of creativity, strategy, and collaboration in building successful brands.

Rifle and Glenn share their journey from their days at JPG, where they met and began collaborating on projects, to founding Integral CPG—a brand strategy powerhouse dedicated to helping companies innovate and thrive in competitive markets. They explore the nuances of balancing creative vision with process structure, emphasizing that the best ideas often come from cross-functional collaboration. Hear how they guide companies through the delicate dance of managing brand innovation, from ideation to execution, ensuring every team member contributes to the creative process.

The discussion moves into practical advice on fostering a creative environment within organizations, breaking down silos, and integrating various departments early in the strategy process to generate better ideas and reduce risks. Kirk and Andy add their insights on the challenges and rewards of managing creative projects and the need for strong strategies behind great designs.

Listeners will gain valuable insights into the mindset needed to drive innovation, the role of brand strategy in successful product development, and how to navigate the complex landscape of creativity in business. Whether you're an entrepreneur, designer, or marketer, this episode is packed with wisdom and laughter that will inspire and inform your approach to brand building.

Tune in to discover the secrets of creativity, collaboration, and strategic thinking with two of the industry's brightest minds. Don’t miss this engaging and insightful conversation that’s both fun and packed with actionable takeaways!

Learn more about Integral CPG here:
https://www.integralcpg.com/

Connect with Rifle here:
https://www.linkedin.com/in/riflehughes/

Connect with Glenn here:
https://www.linkedin.com/in/glenn-pappalardo/

Support the show

About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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In this special episode of the Kirk and Kurtz Design Podcast, Kirk Visola and Andy Kurtts welcome the incredibly talented Craig Steckbeck, a creative powerhouse with nearly two decades of experience in the design industry. As the founder and creative director of Mind the Font, Kirk sets the stage with his signature enthusiasm, introducing Craig, a designer whose mission is to elevate the creative bar, not just for his team, but for clients and vendors alike.

Craig’s journey in the design world is nothing short of inspiring. From crafting memorable brands to turning abstract ideas into appealing products, Craig has built a reputation for solving creative challenges with both big-picture strategies and meticulous attention to detail. Whether he’s working with startup brands through Austin’s SKU program or applying his talents to tech companies and local businesses, Craig’s passion for design shines through in everything he does.

Join Kirk, Andy, and Craig as they dive into Craig's origin story—from his early days in design school, where he found his true calling, to the vibrant creative community of Austin, Texas. Craig shares his unique process, how he tackles design projects from initial concepts to final execution, and the importance of empathy in design—a value he holds dear in his work.

But it’s not all business! The conversation flows freely as the trio discusses everything from the impact of mentors in shaping their careers to the quirky encounters that lead to lifelong connections. And, of course, there’s plenty of humor and candid moments that make this episode a true reflection of the Kirk and Kurtz vibe.

Whether you’re a seasoned designer, an aspiring creative, or just someone who loves a good story, this episode offers valuable insights, plenty of laughs, and a deep dive into the creative minds that shape the world of design.

Show Highlights:
- Craig’s journey from design school to becoming a creative director
- The role of empathy in design and why it’s crucial for success
- Insights into the SKU mentoring program and its impact on startup brands
- How creative processes differ across industries and project types
- Fun anecdotes about the unexpected connections that make the design world so unique

Connect with Craig here:
https://www.linkedin.com/in/craig-steckbeck-364636144/

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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Join Kirk Visola, founder and creative director of Mind the Font, and Andy Kurtts, founder and creative director of Buttermilk Creative, as they dive into the fascinating world of consumer research with their guest, Rich Moniz.

Rich Moniz, founder of Rich Insights, brings over a decade of experience in the research industry. His company helps brands understand their shoppers through advanced techniques like eye tracking, facial coding, and other neuro and emotive methodologies. Rich's mission is to make brands stand out while fostering a stronger planet for future generations.

Rich explains how his methods provide a deeper dive into the minds of consumers, helping brands improve product perception and shelf presence. From discussing the nuances of eye tracking to sharing insights on demographic influences in consumer behavior, Rich provides a wealth of knowledge that can help any brand improve its market strategy.

The conversation delves into:
- The role of eye tracking and other advanced research techniques in understanding consumer behavior.
- How physical differences and distractions influence shopper eye patterns.
- The importance of demographic considerations in product marketing.
- Practical advice for brands on improving shelf presence and product appeal.
- Real-world examples of how eye tracking data has informed successful packaging redesigns.

Kirk and Andy share their experiences and insights on packaging design, discussing the balance between creativity and data-driven decisions. They explore the significance of standing out on the shelf and the critical elements that capture consumer attention within seconds.

**Key Takeaways:**
- Eye tracking provides an unfiltered view of what catches a consumer's attention.
- Physical factors like height can significantly impact what products shoppers notice.
- Demographic insights are essential but must be coupled with observational data for accurate targeting.
- Overloading packaging with too many claims can dilute the impact of the most crucial messages.
- Smaller brands can now access sophisticated research tools online, leveling the playing field with larger competitors.

Don't miss this opportunity to learn from one of the industry's leading experts and discover how you can apply these insights to your brand.

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

Show a little love. Share the podcast with those who may benefit. Or, send us a coffee:
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