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…
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
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…
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…
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…
Using warm and cold typography in food branding for CPG
Both are effective in their own right, but choosing between warm and cold typography in food branding and visual identity…
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…
Emotional connections in pet food packaging
The power of storytelling in CPG brand building at shelf. Packaging design is integral to establishing brand identity by connecting…
