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.…
Shopper selectivity in CPG branding and loyalty
Understanding the factors influencing shopper selectivity helps prioritize on-pack communication and build brand loyalty.
Shopper selectivity refers to how discriminating consumers are in their purchase decisions and brand choices. It is a mental filtering process by which people’s…
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 food brand builders: How to apply social listening to your brand strategy process
In problem-solving for CPG food brand strategy, context is critical. Social listening can provide an unfiltered view of consumer perceptions.…
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.…
CPG brand building: The power of words on food packaging
For any CPG brand in the food space, making an impact on consumers in the grocery aisle is no easy…
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…
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…
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…
