Loyalty, Leadership, and Labels: Lessons from Artcraft’s Alain Paquette

On Episode 6 of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sat down with Alain Paquette, President of Artcraft, a Canadian leader in premium sustainable pressure-sensitive print solutions for packaged goods brands. The conversation spanned Alain’s unconventional career journey, his leadership philosophy, and how he has guided Artcraft through both challenges and reinvention.

From Chrome Plating to Labels

Alain’s story doesn’t begin in the print or packaging industry. He first worked in a chrome plating factory, eventually managing divisions and becoming a vice president and co-owner before moving on after the 2008 recession. In 2012, he purchased Artcraft — and though he wasn’t from the label industry, he brought decades of experience in operations, management, and strategy. That outsider’s perspective gave him both humility and curiosity, shaping how he approached leadership in his new role.

Building a Culture of Loyalty

Throughout the episode, Alain emphasized that loyalty is the foundation of a strong brand. For him, it’s not just about customers staying with Artcraft — it’s about cultivating loyalty internally with employees and externally with vendors. He believes that clients return to Artcraft not only for premium label solutions but because the team consistently delivers transparency, value, and trust.

This culture isn’t accidental. Alain encourages his employees to see customer challenges as opportunities rather than roadblocks. He explained that follow-up, proactive communication, and a willingness to go above and beyond turn difficult situations into long-term relationships.

Lessons in Resilience

One of the most powerful stories Alain shared was how Artcraft lost a client that represented nearly 35% of its business just months before COVID-19 hit. The blow could have crippled the company, but Alain and his team faced the challenge head-on. Instead of cutting staff, they focused on identifying inefficiencies, improving processes, and staying open to new opportunities.

When the pandemic brought unexpected demand for certain packaging solutions, Artcraft was ready. The company rebuilt stronger, more efficient, and more resilient. Today, they’ve not only recovered but grown beyond where they were before the loss. Alain credits this turnaround to a strong team culture and transparent communication — both internally and with clients.

Refreshing the Brand Every 10 Years

Another standout takeaway was Alain’s belief that every company should evaluate and refresh its brand every decade. For Artcraft, this meant a thoughtful rebrand in 2022–2023 that better reflected the company’s evolution and positioning in the market.

Rather than flooding social media with self-promotion, Artcraft uses its platforms to share customer success stories and highlight collaborative wins. Alain sees the rebrand not as a cosmetic update, but as a realignment with the company’s values and future. Like BMW, one of his favorite brands, Artcraft treats branding as an evolving cycle — a way to stay modern, fresh, and relevant.

Choosing the Right Partners

Alain also spoke about the importance of vendor relationships. Just as Artcraft strives to create loyalty with customers, Alain expects the same from suppliers. He explained that Artcraft avoids “chasing the cheapest option,” preferring to work with partners whose service models align with their own. This long-term view ensures stability, trust, and consistent quality.

Key Takeaways for Leaders

The conversation with Alain Paquette was packed with insights for leaders in any industry:

• Know your ideal customer. Artcraft works hard to define its ideal customer profile (ICP), ensuring value alignment on both sides.

• Be transparent. When timelines are tight or challenges arise, open communication across teams accelerates solutions.

• Invest in culture. Training, open discussions, and monthly team check-ins build consistency and trust.

• Adapt and rebuild. Losing a major client is tough, but it can reveal inefficiencies and spark needed change.

• Refresh regularly. Reviewing and updating your brand every 10 years keeps messaging and positioning relevant.

Final Thoughts

Alain Paquette’s journey with Artcraft is proof that strong leadership, built on loyalty and resilience, can carry a company through its toughest challenges. His emphasis on transparency, long-term relationships, and brand renewal provides a blueprint for sustainable success in the packaging and branding industry.

Whether you’re leading a global brand or an emerging startup, Alain’s story is a reminder that resilience and trust are timeless ingredients for growth.

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