CPG pet food branding: how loyalty is born
With every challenge comes an opportunity. Pet food branding has both because it’s such a highly emotional space for consumers.…
Using human psychology for successful CPG food branding
Breaking down the two most widely-used theories for understanding human psychology and what they mean for brand building.
Many agencies’ brand-building philosophies utilize Abraham Maslow’s Hierarchy of Needs and Charles O. Russell’s Theory of Congruence in…
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
The 4 C’s and CPG
Applying foundational marketing principles to CPG food packaging design strategy. Developed by Professor Robert F. Lauterborn and advanced by Philip…
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…
CPG design research: dodging potential pitfalls
“Design is the dance between the intuitive and intentional.” Aleena Wheeler* CPG design research is not a perfect science. If…
Using consumer research in CPG design
The grocery retail environment is like no other. It’s chaotic and full of implications at every turn. Moreover, consumers are…
Timeless consumer cues in CPG food packaging design
In CPG food packaging design, certain elements will always convey trust and flavor and serve nicely as a base for…
Emotional connections in pet food packaging
The power of storytelling in CPG brand building at shelf. Packaging design is integral to establishing brand identity by connecting…
Sustainable packaging for CPG food brands: it’s time
If you launch a product or want to refresh your structure, now is the time to upgrade to a sustainable…
