Brand architecture considerations when building a new CPG food brand
When launching a new CPG food brand, choosing the appropriate brand architecture gives your portfolio room for growth while creating…
What’s in a good brand name?
Launching a new CPG food brand? Naming takes work, but following a few principles, it can be successful.
Thousands of US brands are popping up daily, claiming a name from the USPTO. On top of that, it can be hard…
Vanessa Doll
Vanessa is Partner & Director of Relationships at Freshmade, a branding and design agency for CPG food brands. From bar owner to account lead, strategist to agency owner, she’s spent years in the trenches with leading CPG brands modernizing and optimizing their positioning to maximize growth.
More about Vanessa
CPG brand communication strategies: convergent, divergent, and transformation
Three primary methodologies are at the core of branding narratives and marketing communication: convergent, divergent, and transformational. Throughout launching, growing,…
Consumer persona strategy: how to build love for CPG food brands
A common fear among my clients when developing a positioning strategy is targeting too specific a demographic with the branding…
Building equity in your CPG food brand narrative
What is a language audit, how does it impact your CPG food brand narrative, and how to conduct it for…
Using warm and cold typography in food branding for CPG
Both are effective in their own right, but choosing between warm and cold typography in food branding and visual identity…
Repositioning your package design as a responsible societal tool
Can and should your CPG brand get in the business of caring? Package design is a CPG brand’s most invaluable…
How a CPG food brand can use competitive analyses to revitalize
Eight questions to ask that will help determine the scale of evolution for your CPG food brand package design refresh.…
Four subtle ways to refresh your pet food package design
These impactful design techniques keep your CPG pet food branding relevant without major change. There comes a time when your…
