What Package Architecture System is Right for Your Brand?

When you add a product to your lineup — a new flavor, perhaps — how easy is it to crank out the package for the new SKU? If you’re considering extending into another category — say, from tortilla chips to fresh salsa — will your existing packaging easily adapt to the new form and the […]

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 […]

The Role of Instagram in Package Design

It used to be strictly true that a consumer’s first experience of (and moment of truth) for a brand would be at the shelf. While the physical environment is still where brands make it or break it, today’s consumer is an omni-channel shopaholic with their phone plugged into their forehead. Social media has become a […]

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 […]

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 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 […]

Massive Innovation is Coming to Food and Beverage. Is Your Brand Ready?

2021 will launch more innovation at one time than we’ve seen in a while. Here’s how to prepare your brand for the competition. By switching to a brand-driven innovation strategy, better-for-you brand owners are future-proofing their business and retooling for growth. Download this white paper to learn how to: Get this exclusive report brought to […]

For Wellness & Better-for-you Brands, Gen X Spends the Most

Generation X: What a boring title for a group that ushered in the use of cell phones, home video games, microwaves, and cable TV. Gen X is that “old generation” now, creeping up into their 50’s, and uncool (clearly) to the younger generations. And in many marketers’ eyes, Gen X is even less relevant. In fact, […]

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