Consumer personas: 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…
CPG brand communications: convergent, divergent, and transformation
Three primary methodologies are at the core of branding narratives and marketing communication: convergent, divergent, and transformational. Throughout launching, growing, refreshing, and stabilizing the brand, each approach is designed to benefit in different ways and used in various situations. …
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 spent years in the trenches with leading CPG brands modernizing and optimizing their positioning to maximize growth.
More about Vanessa
Building equity in your CPG food brand narrative
What is a language audit, and how to conduct it for your refresh? Language has the most power to deepen…
Using warm and cold typography in your CPG food brand’s visual identity
Both are effective in their own right, but choosing between warm and cold typography in your brand identity will significantly…
Repositioning your packaging 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…
Using competitive analyses to revitalize your CPG food brand
Eight questions to ask that will help determine the scale of evolution for your package design refresh. When building a…
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…
