Our brains are amazing, but they can be fuzzy when it comes to brand recall. Why? Our brains break down images into elements like color, shape, and words.

It’s the shelf lip! That little raised edge on retail shelves is a necessary evil. It keeps product from falling off but can also mean crucial parts of your packaging- like flavor or key benefits
could be totally covered at the point of purchase.

Having spent the majority of my career designing for big CPG, I’d say I’ve got a classical training in branding. You’d think doing the same thing for 20 yrs would be boring. But I find myself still learning. Looking at how emerging brands swing the pendulum the other way. Breaking rules and making it work!

Sharing some outtakes now that the design is out-

We often see the polished, finished product on shelf but it's a mystery as to how many rounds and iterations it took to get there. Peeling back the curtains today…

Minor Figures has a new limited-edition release that does just that! The "Minor Figures on the Run" campaign invites consumers to scan a QR code on pack, which then brings you to an interactive game of disguising Penny (the mascot), who is on the run. You might win a cash prize for doing so!

Frida- the brand behind the famous snot sucker every new parent owns and OddFellows Ice Cream Co. teamed up for a collab.