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…
What does each color signify in CPG food packaging design?
From taste appeal to all-natural ingredients, implications of color have been ingrained in consumer perceptions at-shelf. In this article, we explore the long withstanding and ever-changing meaning behind common colors found in CPG food packaging design.
Red…
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
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.…
CPG brand communications: 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 the big P (packaging)
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…
Macro trends vs. micro trends in CPG food packaging design
How to utilize trendscaping to create relevance for your brand. Positioning based on leveraging a solid foundation around macro trends…
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…
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…
