Brand architecture considerations when building a new CPG food brand
When launching a new CPG food brand, choosing the appropriate brand architecture gives your portfolio room for growth while creating…
What’s in a good brand name?
Launching a new CPG food brand? Naming takes work, but following a few principles, it can be successful.
Thousands of US brands are popping up daily, claiming a name from the USPTO. On top of that, it can be hard…
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 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’…
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…
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…
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.…
CPG brand communication strategies: convergent, divergent, and transformation
Three primary methodologies are at the core of branding narratives and marketing communication: convergent, divergent, and transformational. Throughout launching, growing,…
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…
