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…
Why (and how) to use research in your CPG food brand refresh
The way to approach research when undergoing a CPG food brand refresh differs from when launching a new product or brand. You must strongly consider the equity you have established. That doesn’t necessarily mean you need to maintain the…
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
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…
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…
Basic methodologies for packaging design research
All design research is consumer research, but some approaches focus more on the assets within the design and how they…
The first thing you should do during a packaging design refresh
How CPG food brands determine existing equity. While a brand equity study is one tool of many, it is imperative…
