Packaging isn’t just about looking good—it’s your brand’s first and often only chance to grab a shopper’s attention. In a crowded aisle, your product has just seconds to stand out, communicate what it is, and convince someone to buy. This guide breaks down the key principles of effective packaging design, from creating a clear communications hierarchy to avoiding common pitfalls. Make sure your packaging works as hard as you do!

How do you build your product portfolio strategy? While every situation will vary based on the unique conditions of your business, we have some general considerations that can be helpful when framing your portfolio strategy.

This week we attended the Specialty Food Association Fancy Food Show in NYC for the first time. We left very full and inspired after sampling so many innovative new products! Read about the five trends which left us most excited.

Storytelling is a powerful tool for engaging with others, capturing attention and influencing people. A strong story can mean the difference between someone buying your product, investing in you, or supporting your business plan vs. being forgotten or dismissed. Learn about applications, common pitfalls, and best practices for brand storytelling.

A challenger brand is an emerging brand that has built up enough momentum to start stealing noticeable market share from existing market leaders. A challenger is also usually changing the expectations for the category by introducing a new benefit. Learn why challenger brands are so hard for big brands to defend against.