Posts by Kady Sandel
What’s Actually Included in a Skincare Branding Project
Most founders evaluating a skincare branding agency have no idea what they are actually buying. They see a price quote. They see a list of deliverables. They have nothing to compare it to. So they pick the agency that feels safest, or cheapest, or has the slickest portfolio. None of those signals tell them whether…
Read MoreWhy Most Skincare Brands Look Cheap (And What Actually Makes One Look Premium)
Most skincare brands do not lose because of their formula. They lose because their skincare branding looks cheaper than their product is. This is the part founders do not want to hear. You spent eighteen months on the formula. You found the right manufacturer. You hit the price point. You launched. And then nothing happened.…
Read MoreWhat Makes a CPG Brand Look Premium vs. Cheap (and How to Avoid the Biggest Mistakes)
Many CPG (Consumer Packaged Goods) brands struggle to command premium pricing – not because their product isn’t high quality, but because their branding makes them look cheap. Customers don’t pay more just because something is better; they pay more because they perceive it as premium. The reality is, perception drives pricing. Consumers associate premium brands…
Read MoreThe Expensive Branding Mistake That Costs CPG Brands More in the Long Run
Many health and wellness CPG founders focus on perfecting their product, ensuring it meets the highest standards in quality, ingredients, and formulation. However, one critical mistake often occurs during the launch phase – treating branding and packaging as an afterthought. Some brands start with a minimal branding investment, planning to refine it later as sales…
Read MoreRetail vs. DTC: Which Sales Model Works Best for Your CPG Brand?
Deciding how to sell your health & wellness products is one of the most critical choices your CPG brand will make. The sales channel you choose will directly affect your growth potential, brand perception, and long-term sustainability. With the rise of e-commerce, many brands are debating whether to go all-in on direct-to-consumer (DTC) sales or…
Read MoreHow to Position Your CPG Brand for Premium Pricing
Pricing isn’t just a number; it’s a positioning strategy. If your CPG brand is struggling to charge premium prices, it’s not because consumers won’t pay more—it’s because your brand isn’t positioned to justify the higher price point. When customers reach for a product, they’re not just buying an item; they’re buying the story, the experience,…
Read MoreDesigning Packaging That Sells: What CPG Brands Need to Know
Packaging is the first impression your product makes on consumers. In the competitive world of Consumer Packaged Goods (CPG), having a well-designed package can mean the difference between a sale and being ignored on the shelf. But great packaging goes beyond aesthetics—it must communicate your brand identity, attract your target audience, and be functional and…
Read MoreThe Power of Brand Strategy in CPG: How to Create a Standout Brand
In the crowded world of Consumer Packaged Goods (CPG), brand strategy is the key differentiator between a product that blends into the shelves and one that flies off of them. Unlike other industries where direct relationships with customers are easier to build, CPG brands often rely on retail presence, packaging, and digital engagement to connect…
Read MoreHow to Choose the Right Design Agency for Your CPG Brand
In today’s age of consumerism and competition, design is more than a fancy word and more than just aesthetics. The most successful brands leaving their mark on the marketplace are using design as a strategic tool instead. That’s right – design is a potent tool for business growth today, driving sales, elevating a brand, and…
Read MoreHow Packaging Design Can Increase Your CPG Sales: Branding Tips 101
How often have you picked an item off the supermarket shelf because it’s a good product that comes in great packaging? More often than not, love-at-first-sight packaging design is what drives customers to relate to and prefer a brand over its rivals. Smartphones are the perfect example – a sleek, crisp package with perfect edges…
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