Why (and how) to use research in your CPG food brand refresh
The way to approach research when undergoing a CPG brand refresh differs from when launching a new food product or…
Social listening for CPG food brand building: where to look and what to look for
With the onslaught of social media came “social listening” – monitoring online conversations to understand brand performance and consumer engagement. Marketers, ad agencies, and brand builders rely on social listening to generate trending content, but it also carries the power to…
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 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…
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.…
Package design research: basic methodologies
All design research is consumer research, but some approaches focus more on the assets within the design and how they…
Undergoing a packaging design refresh? The first thing you should do is this…
How CPG food brands determine existing equity during a design refresh. While a brand equity study is one tool of…
