CPG design research: dodging potential pitfalls
“Design is the dance between the intuitive and intentional.” Aleena Wheeler* CPG design research is not a perfect science. If…
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
Using consumer research in CPG design
The grocery retail environment is like no other. It’s chaotic and full of implications at every turn. Moreover, consumers are…
Timeless consumer cues in CPG food packaging design
In CPG food packaging design, certain elements will always convey trust and flavor and serve nicely as a base for…
CPG food brands: time to change your package?
A new structure could change the shape of your entire brand presence. When most CPG food brands consider a design…
Overcoming the top 3 challenges for CPG pet food brands
It’s up to your pet food packaging design to solve many of your problems: tell your story, define your brand…
Four ways to humanize your CPG food brand
How modern CPG food brands can use socially responsible messaging to build true believers. The desire for human connection in…
Repositioning your package design as a responsible societal tool
Can and should your CPG brand get in the business of caring? Package design is a CPG brand’s most invaluable…
Proactive vs. reactive consumers: who should you target?
How people see themselves is how your CPG food brand should strive to be seen. Most CPG food brands that…
