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.…
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. With so much to communicate – brand, sub-brand, form, flavor, ingredients, benefits, and more – variety packs also have varying counts…
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 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…
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 persona strategy: 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…
Building equity in your CPG food brand narrative
What is a language audit, how does it impact your CPG food brand narrative, and how to conduct it for…
