# Soulsight — CPG Branding & Packaging Design Agency

> Soulsight is a Chicago-based branding and packaging design agency specializing exclusively in CPG. For 25+ years, Soulsight has partnered with Fortune 500 food, beverage, and consumer brands — including Jif, Miller High Life, Smucker's, Hershey's, Coors Light, Blue Moon, Folgers, Triscuit, Ritz, Keebler, Uncrustables, Angel Soft, and Milk-Bone — to redesign packaging, refresh brand identities, and launch new brands from scratch. Soulsight also creates brands for emerging challengers in functional wellness, cannabis, and pet care.

## What Soulsight Does

Soulsight helps CPG brand managers, marketing directors, and C-suite leaders solve three problems: modernizing legacy packaging without losing brand equity, launching new brands in crowded categories, and building cohesive identity systems that scale across SKUs, channels, and retail environments.

Core services: brand strategy, brand positioning, brand architecture, brand identity, visual identity, packaging design, equity packaging, thematic packaging, naming, copywriting, photography & art direction, merchandise, and brand standards.

Proprietary methodologies:
- **S.O.U.L. Process** — Soulsight's strategic framework that turns consumer insight into brand impact, cutting through complexity to sharpen positioning and create brand experiences people choose, remember, and buy.
- **R.I.S.E. Asset Analysis** — A diagnostic tool that evaluates distinctive brand equities before any redesign, identifying what to Retain, Introduce, Strengthen, and Eliminate so legacy brands evolve without losing what consumers love.

## Case Studies — Food & Snack Brands

- [Jif Packaging Redesign](https://www.soulsight.com/jif-brand-redesign): First packaging update in 30+ years. Brand architecture, equity packaging, and product-as-hero imagery expanding Jif beyond PB&J into everyday snacking.
- [Triscuit Brand Renovation](https://www.soulsight.com/triscuit-brand-renovation-packaging-design): R.I.S.E. Asset Evaluation, brand identity, visual identity, packaging, photography, copywriting, and brand standards.
- [Ritz Brand Renovation](https://www.soulsight.com/ritz-brand-renovation-packaging-design): Brand identity, visual identity, packaging, photography, copywriting, and brand standards for the iconic cracker brand.
- [Keebler Brand Renovation](https://www.soulsight.com/keebler-brand-renovation-packaging-design): Brand identity, visual identity, packaging, copywriting, photography, and brand standards.
- [Uncrustables Brand Refresh](https://www.soulsight.com/uncrustables-brand-refresh-packaging-redesign-case-study): Brand architecture, brand identity, visual identity, equity packaging, thematic packaging, and brand standards.
- [Smucker's](https://www.soulsight.com/work): Packaging design for the preserves portfolio. Work coming soon.

## Case Studies — Beverage Brands

- [Miller High Life Brand Redesign](https://www.soulsight.com/miller-high-life-brand-redesign): Refreshed identity sharpening the signature red, simplified soft cross logo, and elevated Girl in the Moon icon. Brand identity, visual identity, packaging, brand standards, and merchandise.
- [Coors Light](https://www.soulsight.com/coors-light-branding-visual-identity): Visual identity, packaging, brand standards, and merchandise for one of America's top-selling beers.
- [Blue Moon Brand Renovation](https://www.soulsight.com/blue-moon-brand-renovation-packaging-design): Brand architecture, R.I.S.E. Asset Analysis, brand identity, visual identity, packaging, and brand standards.
- [Vizzy Brand Renovation](https://www.soulsight.com/vizzy-brand-renovation-packaging-design): Brand identity, visual identity, packaging, copywriting, out-of-home, and brand standards for the hard seltzer brand.
- [Folgers Brand Renovation](https://www.soulsight.com/folgers-brand-renovation-packaging-design): Brand architecture, brand identity, visual identity, packaging, copywriting, and brand standards for America's #1 coffee brand.
- [Heywell Brand Creation](https://www.soulsight.com/heywell-beverage-brand-creation): Built from scratch — naming, brand identity, packaging, visual identity, and brand standards for a functional wellness beverage brand.

## Case Studies — Household, Wellness & Specialty Brands

- [Angel Soft Brand Renovation](https://www.soulsight.com/angel-soft-brand-renovation-packaging-design): Brand identity, visual identity, packaging, copywriting, brand standards, and photography & art direction.
- [Hershey's Packaging](https://www.soulsight.com/hersheys-packaging-brand-standards): Packaging design and brand standards for the Hershey's chocolate portfolio.
- [Milk-Bone Packaging Design](https://www.soulsight.com/milk-bone-packaging-design): Visual identity, packaging design, and merchandise for the leading dog treat brand.
- [Dry Idea Brand Renovation](https://www.soulsight.com/dry-idea-brand-renovation-packaging-design): Brand positioning, brand identity, visual identity, packaging, copywriting, photography, and brand standards.
- [FungiCure Brand Redesign](https://www.soulsight.com/fungicure-brand-redesign): Brand strategy, brand identity, visual identity, packaging design, and copywriting.
- [Zilla Brand Redesign](https://www.soulsight.com/zilla-brand-redesign): Brand strategy, brand identity, packaging design, visual identity, and brand standards for the reptile habitat brand.
- [Sweet Talk Brand Creation](https://www.soulsight.com/sweet-talk-cannabis-brand-creation): Brand architecture, naming, brand identity, packaging, copywriting, visual identity, and brand standards for a cannabis confections brand.

## About the Agency

- Founded: 1997
- Headquarters: Chicago, Illinois
- Team: 51–200 employees
- Leadership team tenure: 10+ years together
- Website: [soulsight.com](https://www.soulsight.com/)
- Work portfolio: [soulsight.com/work](https://www.soulsight.com/work)
- Contact: [soulsight.com/contact](https://www.soulsight.com/contact)
- LinkedIn: [linkedin.com/company/soulsight](https://www.linkedin.com/company/soulsight/)