Business Battles & Industry Insight: Soraya King from Preflight Creative

Soraya King started Preflight Creative to help ambitious product founders and entrepreneurs launch, scale and dominate the shelf. They've helped clients achieve success at Costco, New Zealand Supermarket Chains, Mitre 10, and The Warehouse, to name a few. We dive deep into all things packaging, both pre and post-print, the impact of AI and its place in our industry, as well as picking apart simple strategies you can add to your approach to getting on the shelf. Chapters: 00:00 - 00:30 Intro 00:31 - 02:17 Career trajectory 02:18 - 05:34 Making the move to start Preflight Creative 05:35 - 09:20 The competitive edge 09:21 - 11:07 Common mistakes people make 11:08 - 13:17 The creative process 13:18 - 14:25 Realistic expectations 14:26 - 16:12 Retail and print experience insights 16:13 - 18:29 Standing out against the big corporate brands 18:30 - 21:13 Picking up a new brief 21:14 - 25:55 What excites Soraya in the early days of a project 25:56 - 29:25 What brands get wrong 29:26 - 35:31 The "drunk granny" test and what's working 35:32 - 37:19 Calling it out 37:20 - 39:28 Design trends or phases that should disappear 39:29 - 42:17 Strong design opinion 42:18 - 43:59 More people to challenge the norm 44:00 - 45:11 Fast change in packaging design 45:12 - 52:57 AI 52:58 - 55:51 How packaging and brand will change in five years 55:52 - 56:50 Advice to new brands and founders 56:51 - 1:01:23 Things to not compromise on 1:00:24 - 1:03:23 The most rewarding part of the journey 1:03:24 - 1:04:33 The FMCG space 1:04:34 - 1:06:33 Mentoring and being mentored 1:06:34 - 1:07:48 One thing to take away from this chat