It’s 2025.
This CPG Packaging Deserves a Re-Design

From impossible-to-open seals to wasteful single-use plastics, we asked our team what packaging frustrations they’d love to fix this year. The answers? Smarter resealability, better portioning, and sustainability upgrades galore. See what made the list—did your biggest packaging pet peeve make the cut?

OUR THINKING

The World Through Our Lens

It’s all about perspective. Our team has thoughts on CPG branding, strategy, design, packaging, prototyping, sustainability, design trends, and just about everything else impacting our industry. Want a fresh POV in your inbox? Subscribe for updates (and follow us on social!).

Eating Your Own Dog Food

Eating Your Own Dog Food

While this may sound gross, dogfooding-or eating your own dog food-is a way for brands to use their own products and services in real-world situations and test for quality control or other issues. This mindset is vital to the success of challenger style startups.

Why Your Story Isn’t Enough

The theory of disruptive innovation posits that incumbent brands cannot (or choose not to) serve their entire market and instead focus on their most profitable consumers at the high-end, resulting in niche markets of underserved consumers.

Keep it Fresh: CPG Innovation for Our Next Normal

As consumers become more accustomed to a predominantly quarantined lifestyle, companies must solve new challenges to maintain their growth while attracting new consumers. Whether it’s embracing meals at home or reaching out to local grocers, CPG brands have a huge opportunity to continually shape and redefine their relevance for the future.

Going Digital

Embracing empathetic communication is what allowed us to adapt so successfully. We felt secure in ourselves and our capabilities.

Finding Calm in the Chaos

We, as leaders, are faced with very tough questions. Will we act first for ourselves or others, will we rise to the challenge or shrink from it? Just as importantly, will we focus on the chaos or the calm?

Moment of Truth

In light of recent changes, there are rich opportunities for both brands we are not so familiar with and our go-to love brands alike.

Finding Inspiration at Home

When we found out we were working from home, I was concerned. The office was what made me a stronger creative. Sketches and retro packaging stapled to the walls, co-workers teaching me design tricks, and other inspirational interruptions seemed to help guide my work. How would I recreate this creative environment at home?

Stuck! 6 Hacks to Strengthen Your Writing

As if suddenly working from home while fearing a global health crisis wasn’t enough, nearly a third of the nation’s workforce began experiencing an added stress: writing, and writing more often, and writing for occasions unusual for them.