The 4 C’s and the big P (packaging)
Applying foundational marketing principles to CPG food packaging design strategy. Developed by Professor Robert F. Lauterborn and advanced by Philip…
CPG pet food branding: how loyalty is born
With every challenge comes an opportunity. Pet food brands have both because it’s such a highly emotional space for consumers. These days, it’s also confusing––with so many product forms, types, and philosophies on proper animal nutrition. Helping…
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
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 design research: dodging potential pitfalls
“Design is the dance between the intuitive and intentional.” Aleena Wheeler* Research is not a perfect science. If you ask…
Using consumer research for 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 branding, certain elements will always convey trust and flavor and serve nicely as a base for effective…
Creating an emotional connection in pet food packaging design
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 packaging, now is the time to upgrade to a sustainable…
Overcoming the top 3 branding challenges for CPG pet foods
It’s up to your packaging design to solve many of your problems: tell your story, define your brand attributes, and…
