What I Wish More Product Founders Knew Before Launching
There’s something I find electric about working with a product founder in the early stages, when ideas are forming, components are being sourced, or fragrance names are being tossed around. It’s exciting. But it can also be overwhelming, and that’s where I often see the same avoidable missteps.
If you’re dreaming up your first (or next) product line, here’s what I wish more founders knew before they hit “launch" or "re-launch".
1. Start With Your Story. Not Your Logo
Before you even think about packaging or design, you need to get clear on your brand story. What do you stand for? What inspired the product? Who are you trying to reach, and why should they care? Even if you have been in business for years and you know you have veered off course or that you need to clean things up visually, get clear on your brand story, ask yourself all the questions, pretend you are starting over from the beginning. This story is what anchors everything. It shapes the tone of your brand, the visual direction, your messaging, and how customers emotionally connect to what you’re offering. A designer (like me) can help you pull this story together and translate it into visuals that feel intentional and aligned. If you want some inspo on how to get your story going, have a quick read here and here.
2. Strategy Comes Before Aesthetics
Remember, you need more than just a pretty or trendy logo. You need clarity: Who’s your customer? What makes what you're selling different? What kind of feeling are you trying to create?
If you don’t answer those questions first, you’re building your visuals on sand. A designer (like me!) will help you uncover those answers, but you have to be open to the process and ready to do the work!
3. But also... Don’t Leave the Branding Until the End
Branding is not the icing, it’s part of the foundation, it's just not what you need to start with (I know, I know... but read that a few times and I promise it will make sense). I’ve seen so many great products get rushed to market with placeholder logos and mismatched visuals that don’t do the product justice. Your brand identity should be locked in early enough (right after your story!) to inform everything else, your packaging design, your website and your brand and social media voice.
If your branding doesn’t feel cohesive and intentional, you’ll 100% spend time and money trying to fix it later.
4. Packaging Isn’t Just a Box. It’s an Experience
Whether it’s a candle vessel, a perfume bottle, or dog treats, your packaging is the first physical interaction your customer has with your brand. That moment should feel thoughtful and aligned with your story, not like an afterthought.
And here’s the thing: packaging design can take time. Between dielines, supplier coordination, and print production, you want a designer involved early to guide that process, not scrambling at the last minute. Also, if you want it to take a bit less time, you'll want a designer with experience designing packaging.
5. You Need to Be Retail-Ready (Even If You’re Starting Online)
I’ve had clients say, “We’re just selling DTC right now, so we don’t need to worry about barcodes or ingredient panels yet.” But then a retailer expresses interest and they’re caught off guard. Even if wholesale isn’t your first move, preparing your brand for retail shelves from the start saves you time, money and headaches down the road.
6. You Don’t Have to Do It All Alone (And You Shouldn't!)
A lot of founders are used to wearing all the hats (been there, done that). But trying to DIY your visual identity on top of product development, sourcing, marketing, and everything else? That’s a fast track to burnout and a brand that doesn’t reflect the quality of your product. Working with a designer isn’t just about getting a logo or a label. It’s about having a creative partner who helps you bring your vision to life in a way that’s polished, consistent, and actually makes sense to your audience.
Ready to Launch Smarter?
If you’re in the early stages of developing your product or, you've made some mistakes and want a do-over, I’d love to help.
From strategy and storytelling to full packaging systems, I specialize in guiding founders through a smooth, strategic design process. Let's talk about how to build a brand you're incredibly proud to launch.
