How to Increase Your Food or Beverage Brand’s Shelf Presence

We often say that package design is like curating your online persona: Everyone knows that there’s a messy life that goes on behind the idealized, perfect story you’re sharing on Instagram … but nobody’s got time for that. The same goes for food and beverage brands. There’s so much that happens behind the scenes in […]

Struggling Brand? Fix Your Strategy, Not Just Your Packaging

We know how easy it is for Food & Beverage brands to miss the mark on brand strategy, too often mistaking it for design application, or even marketing strategy or activation. When your brand is faced with a problem — and time, budget, and business are on the line — the alluring promise of immediate […]

Making Bold Strategic Moves, Even When You Can’t Foresee the Results

‘Burning platform.’ It’s a phrase I haven’t heard for a while, but it’s popping back up again, maybe because we’re in a period of upheaval for CPG brands. It’s a metaphor for taking action even though we don’t fully know the consequences. (To give you a more vivid description, it came from an explosion on […]

Focus Your Food & Beverage Innovation on Your Brand’s Promise

In a recent client meeting where we were discussing potential new product opportunities, the CFO threw out a quote from Confucius: “The man who chases two rabbits catches neither.” His words prompted me to think deeply about the intersection between brand strategy and innovation. Some food and beverage brands manage to out-innovate their strategy, to […]

What’s in a Name? Your Brand’s Mission and Meaning

A brand name, in and of itself, is meaningless. Think of it as a vessel into which you pour meaning—your capital-B Brand: The promises you make to the world and the ways in which you keep them. A powerful brand name carries all kinds of weight. It becomes shorthand for everything you stand for. It […]

Food & Beverage Brand Leaders: It’s Not All About You

“I’m not feeling it.” “This doesn’t do it for me.” “I want to be wowed.” Are your emotions, opinions, and whims getting in the way of advancing the brand you’ve built? If you’re like many food and beverage entrepreneurs, you might be. Entrepreneurship is cool. You started this business because you saw a need and […]

The World Is About to Change (Again); Is Your Brand Ready?

Right now, in the spring of 2021, we’re at an inflection point: One year ago, the world was in full lockdown and consumers were “hunkered ” at home; one year from now, things will be fully back to business as pre-pandemic. Over the past 12 months, your company has made shifts large and small in […]

Food & Beverage Companies: Time to Go from Bland to Brand

If you’ve walked the health and beauty aisle at Target in the past few years (back when leisurely strolling a retail store was an everyday occurrence), you’ve seen the rise of a particular brand aesthetic. Lots of whitespace, sans serif type, an absent logo, soft modern colors. Designers and marketers have dubbed this aesthetic “blanding” — a […]

Food and Beverage Brands: Enlist Your Retail Reps as Powerful Allies

Recently, a client of ours had a category review meeting with a certain retailer to pitch a group of new products. The retail buyers picked the client’s concept apart and demanded a whole bunch of changes. Our client’s team was dejected but persistent. They set a follow-up meeting, and we helped them refine their presentations […]

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