Behind The Print: The Magic of Turtle’s Soup
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode of Behind the Print, I sit down with Stevey Canales-Blackmon, designer from Turtle’s Soup, a playful sticker and stationery brand known for their colorful designs and quirky humor. We dive into how Turtle’s Soup developed its distinctive aesthetic, the creative process behind their sticker collections, and how print plays a key role in their branding, packaging, and retail presence. From collaborating with artists to growing their presence in stores like Hot Topic, Stevey shares a behind-the-scenes look at how fun meets function in their printed products.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.
7-minute read
“We’re growing so fast that we, sometimes we can’t keep up with it…we’re getting so many opportunities and so many like fun projects.” Stevey Canales-Blackmon, Designer
Transcripts from Behind The Print with Turtle’s Soup, Designer Stevey Canales-Blackmon
Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is Soup’s On, and I’m joined by Administrative Assistant Stevey Canales-Blackmon!
Stevey Canales-Blackmon: Hi!
Zoe Fisher: How’s your day going?
Stevey Canales-Blackmon: It’s going great. I’m happy and excited to be here.
Zoe Fisher: We’re so excited to have you. Can you tell us about Turtle’s Soup and your role there?
“We’re really growing. The challenges are day-to-day things of just like keeping up with that demand.” Stevey Canales-Blackmon, Designer
Stevey Canales-Blackmon: Of course. Turtle’s Soup is a fun, whimsical brand. We create stickers, stationery, and we’ve recently started offering hair accessories. Everything we make is cute, funny, and meant to bring a smile to people’s faces. I started out working on the business’s first catalog for retailers, and now I help with lookbooks, website updates, graphic design, and general organization. I’m always juggling something.
Zoe Fisher: That sounds like such a fun and colorful world. Who are your customers?
Stevey Canales-Blackmon: We have two sides to the business, retail and wholesale. On the retail side, we see folks at markets or online who are looking for something cute, silly, or nostalgic. They might be decorating their water bottles, laptops, or giving a funny card to a friend. Our wholesale customers include bookstores, boutiques, and plant shops. It’s really cool seeing which businesses choose to stock our designs. Sometimes I see orders from stores I recognize and I get so excited.
Zoe Fisher: Do you have a favorite audience or group that you especially enjoy designing for?
Stevey Canales-Blackmon: Honestly, anyone with a sense of humor. We get customers of all ages and backgrounds. Some of them are just looking to brighten their day or share a laugh. It’s also rewarding to see our products in spaces like bookstores or gift shops. It feels like a perfect fit.
Zoe Fisher: What are some of the creative challenges you run into?
Stevey Canales-Blackmon: The biggest one is myself. I can get stuck overthinking a design or layout. When I hit a creative block, I’ll step away and ask the team for feedback. We’re a small team, so we all bounce ideas off each other. A lot of the time it’s just a matter of starting something and adjusting as I go.
“I just want everyone to smile and to find joy in little things, even if it’s a catalog or even if it’s just something in your day to day.” Stevey Canales-Blackmon, Designer
Zoe Fisher: You mentioned print materials like catalogs and lookbooks. How does print help the business?
Stevey Canales-Blackmon: Print is incredibly important to us. Our catalogs and lookbooks give potential retailers a real feel for the brand. When they can hold a physical booklet, see the colors, and flip through the designs, it helps them connect with our products. We also use print for signage, stickers, and market materials. It’s a huge part of our brand experience.
Zoe Fisher: What’s something about Turtle’s Soup that people might not realize?
Stevey Canales-Blackmon: How small the team is. We’ve got this bold, playful brand that looks massive, but behind the scenes it’s a handful of people who do everything. From designing to packing orders, it’s very hands-on. Every sticker is packed by someone who really cares about the product.
Zoe Fisher: That’s so special. Do you have a project you’re especially proud of?
Stevey Canales-Blackmon: Definitely the catalogs. It was one of my first major design tasks and I was nervous, but it ended up being so rewarding. I loved choosing the layouts, writing the product descriptions, and creating something that represented the brand. Seeing them printed and in people’s hands was such a cool moment.
“I think that was a challenge of just seeing how we can just learn from stuff and continue to get better.” Stevey Canales-Blackmon, Designer
Zoe Fisher: That sounds like an awesome experience. What’s next for Turtle’s Soup?
Stevey Canales-Blackmon: We’re expanding our product line. We’ve started exploring hair clips, apparel, and more lifestyle accessories. It’s exciting because it gives me more opportunities to design new things. I love the idea of our products becoming part of people’s daily lives.
Zoe Fisher: What advice would you give to someone who wants to work in a role like yours?
Stevey Canales-Blackmon: Be open to learning new things. I didn’t go to school for graphic design, but I learned as I went. In a small business, you wear many hats, so it helps to be flexible and curious. Also, trust your instincts. If you think something’s fun or clever, chances are others will too.
“Print is incredibly important to us. Our catalogs and lookbooks give potential retailers a real feel for the brand.” Stevey Canales-Blackmon, Designer
Zoe Fisher: That’s great advice. Where can people find these awesome products?
Stevey Canales-Blackmon: You can visit turtlessoup.com or find us on social media at @turtlessoup. We’re on Facebook, Instagram, TikTok, and more. Come check out our latest designs and say hi.
Zoe Fisher: I definitely recommend following them. Thank you so much for being here, Stevey. It was a blast talking with you.
That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.
If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.
Print That Pops: The Turtle’s Soup Approach to Playful Branding
From bold colors to cheeky slogans, Turtle’s Soup proves that print can be both playful and powerful. Stevey Canales-Blackmon shared how their brand embraces joy, community, and creativity through high-quality stickers and stationery. For Turtle’s Soup, custom printing helps turn ideas into tangible products that spark smiles and leave a lasting impression. Whether it’s packaging, catalogs, or creative merchandise, you can bring your own brand to life with professional print. Order today!
