The significance of color in CPG food package design
From taste appeal to all-natural ingredients, implications of color have been ingrained in consumer perceptions at-shelf. In this article, we…
How to design for variety packs in CPG pet food packaging
In the complex environment of CPG pet food, the variety pack is expected yet incredibly challenging for consumers to shop. With so much to communicate – brand, sub-brand, form, flavor, ingredients, benefits, and more – variety packs also have varying counts…
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
From screen to shelf: digital implications for CPG food brands
When does adapting trends from digital design become detrimental to package design for CPG food brands? While many CPG food…
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…
Wielding the power of color for CPG food brands
More purchase decisions and visual brand recall are attributed to color than any other element in package design. Understanding how…
Top 3 ways to create ownability for CPG pet food brands
Disruptive packaging design elements to help you stand out. Today’s CPG pet food brands are vying for attention in what…
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…
CPG food brands: time to change your package?
A new structure could change the shape of your entire brand presence. When most CPG food brands consider a design…
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…
