Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.

Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.

📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.

Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice

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#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience

Label Expo Europe is heading to Barcelona for the first time, and Labels & Labeling’s Chelsea McDougall joins Unpacking the Brand to share what’s ahead. From automation breakthroughs to flexible packaging opportunities, Chelsea gives a behind-the-scenes look at the event and the trends shaping the packaging industry in 2025.

Chapters
0:00 – Welcome and introductions
2:23 – Chelsea’s journey from crime reporting to packaging journalism
5:58 – What Labels & Labeling covers and how to get featured
9:45 – Why Label Expo is a key industry barometer
15:10 – Tech launches to watch: automation, robotics, and more
20:47 – The Pulse: new on-floor educational experience
26:15 – Global attendance and Barcelona buzz
28:48 – Folding carton and flexible packaging crossover trends
32:10 – AI in packaging: beyond marketing hype
38:40 – A day in the life at Label Expo
43:11 – Chelsea’s tips for first-time attendees
44:34 – Rapid-fire branding questions

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In Episode 4 of Unpacking the Brand, hosts Randy Kessler and Ken Theriot sit down with Nathan Ridnouer, President of the nonprofit Flexographic Technical Association (FTA), to discuss his journey from managing a movie theater to leading one of the most impactful trade associations in the packaging world. Discover what Nathan’s doing to modernize industry education, promote volunteerism, and build trust through radical transparency; all while steering a nonprofit through industry change.

Topics Covered:

• FTA’s evolution under new leadership
• Workforce development & youth outreach
• Importance of in-person training in a post-COVID world
• How volunteering can boost your career
• Transparency as a nonprofit leadership strategy

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Chapters:
00:00 Intro + InfoFlex Recap
02:00 Meet Nathan Ridnouer
05:00 From Multiplex to Mission-Driven
10:00 Nonprofit vs. For-Profit Mindsets
14:00 Reinventing Industry Education
20:00 Why In-Person Events Still Matter
27:00 Educating the Next Generation
33:00 Leadership Through Transparency
39:00 How to Get Involved with FTA
46:00 Upcoming FTA Technical Conference
50:00 Nathan’s Favorite Brands + Book
52:00 Final Thoughts

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