Premier CPG Branding Agency

We Build Brands with Soul

We're an award-winning agency with 25+ years of brand-building expertise specializing in strategy, design, and innovation for iconic and emerging CPG brands. From brand positioning to brand architecture, and packaging design to visual identity systems, we're trusted to take brands from stagnant to standout. By leveraging our signature S.O.U.L process and proprietary brand-building tools, we can help your brand win on shelf and online. Check out our case studies and book a call with us today.

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Jif | Brand Redesign

Three jars of Jif peanut butter varieties: Extra Crunchy, Creamy, and Natural, against a red background.
Various jars of Jif peanut butter flavors displayed against colorful backgrounds, including creamy, extra crunchy, natural, no added sugar, reduced fat, simply creamy, dark roast, peanut butter and chocolate, and more.
Comparison of a peanut butter jar before and after cleaning its label; the before label appears wrinkled and less clear, while the after label is smooth and more legible with vibrant colors.
Close-up of a red background with snack items including a slice of apple, a container of caramel dip, graham cracker cookies, and pretzel sticks. White text partially visible reads "SNACKABLE" and "PRETZEL."

Vizzy | Brand Redesign

A colorful box of Vizzy hard seltzers with assorted cans displayed and two additional cans angled on either side, featuring flavors like papaya passionfruit, blueberry pomegranate, pineapple mango, and strawberry kiwi, set against an orange background.
Colorful boxes of VIZZY hard seltzer products arranged on a red background, featuring flavors like Tangy Lemonade, Refreshingly Berry, Vibrantly Tropical, and Sparkling Mimoso.
Three cans of VIZZY hard seltzer flavors with droplets of water on their surfaces placed against an orange background.
A woman with dark hair, glasses, and earrings smiling while holding a can of Vizzy flavored sparkling water, standing against an orange background with the text "Flavor for Every Vibe."

Triscuit | Brand Redesign

Packaging design for Triscuit crackers featuring a blue and beige color scheme, a large image of a cracker, wheat stalks, and a small house icon with leaf embellishments.
Four boxes of Triscuit crackers arranged in a row against a blue background, with a hand placing a cracker with sea salt flavor into one of the boxes.
Blue package of Triscuit crackers with white and yellow text, stating 'baked with 100% whole grain wheat'.
Side-by-side images of Triscuit cracker boxes. The left box is Triscuit Original with a picture of two crackers topped with cream cheese, cherry tomatoes, and basil. The right box is Triscuit Fire Roasted Tomato & Olive Oil with a picture of a cracker topped with cream cheese, cherry tomatoes, and basil.

Ritz | Brand Redesign

Stack of four crackers with a slice of cheese on top, set against a red background.
Comparison of two Ritz crackers boxes, with the left labeled 'before' and the right labeled 'after'. The 'before' box shows a stack of cracked crackers with some whole crackers and a slice of cheese, while the 'after' box features a single cracker broken in half with some crackers and cheese slices behind it. The boxes are red with the Ritz logo prominently displayed.
Collage of Ritz Crackers snack boxes in various flavors, featuring front view of cracker cookies with some packaging showing ingredients like garlic, bacon, roasted vegetable, honey wheat, and hint of salt.
Colorful graphic with Ritz cracker logo, two crackers with toppings, a Betty Crocker snack, and a list of words: simple, iconic, flaky, buttery, joy.

We Build Brands With Soul

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We Build Brands With Soul •

“Our core packs are selling more and selling faster. They are popping at retail, and there’s a lot of excitement around Vizzy’s new look.”

- Liz Cramton, Molson Coors

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Blue Moon | Brand Redesign

Blue Moon Belgian White beer can centered in front of blue background with Blue Moon Brewing Company logo and established year 1995.
Various Blue Moon beer products, including cans and bottles, with packaging and branded boxes on a blue background.
Side-by-side images of fruit and beverage packaging. The left image shows a stylized peach with green leaves on a yellow background. The right image shows a dark blue bottle with water droplets and circular orange text that reads: "Valencia Orange Peel, 19.9% alcohol, brewed in Colorado, bright and lively brewed with Valencia orange peel, sparkling something, USA."
A glass of Blue Moon beer garnished with an orange slice, set against a blue background with the Blue Moon logo and the phrase 'Made Brighter'.

Dry Idea | Brand Redesign

Colorful graphic with a yellow asterisk symbol and the text 'don't sweat the big stuff' against a background divided into pink and yellow sections.
Two deodorant bottles side by side. The left bottle is white with blue and yellow accents, labeled 'Dry Idea Advanced Dry Unscented' with additional text about it's hypoallergenic properties and 72 hours of protection. The right bottle is coral and pink with purple text, labeled 'dry idea unscented', with text about its hypoallergenic properties, 72-hour odor protection, and fast drying, and a yellow badge indicating dermatologists tested, with a background split between light blue and dark blue.
Three bottles of Dry Idea antiperspirant deodorant on pink background, with a small orange block. The bottles are fragrance-free, unscented, and claim 2x longer sweat protection.
An advertisement for Dry Idea fragrance-free deodorant featuring smiling women, product images, colorful background, and text emphasizing confidence, freshness, and dermatological testing.

Keebler | Brand Redesign

Part of a bright yellow background with the red and white Keebler logo, a cartoon elf with gray hair, a red elf hat, green jacket, yellow shirt, and red vest, and text that reads 'More Magic Is Here' with some decorative sparkles.
Two packages of Keebler Fudge Stripes cookies, one labeled 'Original' with a yellow background and the other labeled 'Magically Made With Keebler Fudge' with a yellow and brown background, with the cookies depicted on the packaging.
A colorful, split background with yellow on the left and brown on the right. The left side features text reading 'Colors that are rich, vibrant & full of joy' above a grid of nine colorful squares in blue, light blue, teal, green, orange, pink, red, purple. The right side displays text reading 'Proudly endorsed by Ernie the Elf' with an image of a cheerful cartoon elf, Ernie, wearing a red hat, green jacket, and yellow pants, smiling with open arms.
Display of various Keebler cookie packages, including Fudge Shortbread, Sandies Shortbread, Chips Deluxe, Fudge Stripes, and E.L. Fudge, with a cartoon character mascot on each package.

Folgers | Brand Redesign

A large sign with a red and orange sunset background displays the word 'Foliage' in white letters. A woman with long dark hair, wearing a beige vest, white shirt, jeans, and red headphones, is walking past the sign.
A collection of Folgers coffee containers and K-Cup pods, including French Roast, Black Silk, and other blends, set against a red background.
A collage of two images. The left image shows a hand holding a red and orange mug with the Folgers logo, against a colorful background with abstract text and a rising sun graphic. The right image features a smiling woman with a headwrap, standing in front of a brick wall, with a red square containing the Folgers logo and the humorous text 'Damn Right it's Folgers' in red and yellow letters.
Comparison of various Folgers coffee product packaging labeled 'Before' and 'After'. The top row shows 'Before' packaging including Classic Roast, Black Silk, French Vanilla, and 1850 Dark Chocolate. The bottom row shows 'After' packaging with updated designs for the same coffee types.

Hershey’s | Packaging Redesign

Hershey's milk chocolate bar in packaging with a partially unwrapped piece showing the chocolate inside.
Comparison of older and newer Hershey's chocolate bar packaging, with the older packaging featuring milk chocolate, cookies 'n' creme, and Mr. Goodbar varieties, and the newer packaging showing updated designs of the same flavors.
Assorted Hershey's chocolate bar wrappers, including milk chocolate, mr. goodbar with peanuts, and cookies 'n' creme flavor.
A Hershey's chocolate bar superimposed on a background with repeating Hershey's logo and two young girls smiling and enjoying an outdoor day, one holding a snack, in a park with trees and grass.

Let’s Get Started

Tell us about your CPG brand. We'll bring 25+ years of brand-building and a S.O.U.L. process that cuts through complexity, sharpens positioning, and turns insight into impact. Straight talk, exceptional without ego, and a partnership that lasts beyond the project.

email:
letsworkwith@soulsight.com