CPG Packaging Design & Brand Strategy | US Market Entry for International Brands

BACKGROUND

Introduce your business and what you do there.

I’m the founder of Cookie Chips, a baked goods manufacturing company with a consumer product goods brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gel, Stategy & Branding?

We hired them to rebrand our packaging.

SOLUTION

What was the scope of their involvement?

Gel, Stategy & Branding rebranded our packaging. Initially, we worked with an internal marketing consultant and provided Gel, Stategy & Branding with the information they requested about our brand. This rebranding would have been the third iteration of our brand, so we gave Gel, Stategy & Branding our history. From there, they delivered our new packaging. 

What is the team composition?

We worked with Patricio (Agency Principal & Founder) and other members of Gel, Stategy & Branding’s team, including one key point of contact. 

How did you come to work with Gel, Stategy & Branding?

Our marketing consultant at the time found them. 

What is the status of this engagement?

We worked together from January 2017–January 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Although Gel, Stategy & Branding’s work was good, we never finished the project due to an internal decision. 

How did Gel, Stategy & Branding perform from a project management standpoint?

Their project management was good; they were very professional and managed tasks well. 

What did you find most impressive about them?

Gel, Stategy & Branding did a good job and was enjoyable to work with. Patricio was sweet and very professional. Overall, we had a good experience with Gel, Stategy & Branding. 

Are there any areas they could improve?

When dealing with a creative team, a project like this can resemble buying art. Everyone had a personal perspective on design.

BACKGROUND

Introduce your business and what you do there.

I’m the managing partner of a brand strategy consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gel, Strategy & Branding?

We often partner with Gel on different brand strategy projects. Whereas my team focuses on doing the discovery research and setting the strategy, Gel helps us with the projects’ execution.

SOLUTION

What was the scope of their involvement?

Gel acts as a strategic partner for us on our projects. Their team is in charge of the execution side of the projects, including developing brand designs, identity systems, color palettes, font choices, style guides, and logos. Their scope also includes designing the packaging for consumer products, as well as marketing collateral like business cards and flyers.

Most recently, Gel has also been helping us with the digital side of projects. For example, they’ve developed web landing pages, entire websites, social media templates, and digital portals for brand guides.

What is the team composition?

I typically work with Patricio (Owner & CEO) and Chris (Creative Director). I’ve also worked with Derek (Former Creative Director) and Pauline (Account Executive).

How did you come to work with Gel, Strategy & Branding?

We met Gel through a referral. Someone we knew had worked with Gel before. This person knew the type of agencies we tended to partner with and thought they would be a good fit for us.

How much have you invested with them?

I don’t know how to quantify our investment because we pay Gel a fee when we need them, and they pay us a fee when they need us — our partnership works both ways.

What is the status of this engagement?

We started working together in January 2021, and our engagement is ongoing. Whenever we have a new project that requires design capabilities, we partner with Gel. Likewise, whenever Gel has a project where they need a brand strategy, they bring us in.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Gel’s impact on our projects has been overwhelmingly positive. The design systems they create are compelling and eye-catching, and their work around digital style guides has been particularly impressive. Our clients really like using those digital guides because they’re well-built and easy to distribute.

How did Gel, Strategy & Branding perform from a project management standpoint?

Gel’s project management could be improved because it has been a bit unclear who owns each aspect of our projects. Still, Patricio has done some streamlining in that sense, so their project management has been better recently.

What did you find most impressive about them?

I really admire Patricio and the business he has built. He’s a really good person with whom I enjoy working. He’s also very thoughtful and has wonderful cheerleading energy, which is great to have around for our projects. Even my clients enjoy interacting with him. I have nothing but positive things to say about him and his big, warm heart.

Moreover, Chris is a very smart and savvy person who understands the way strategy plugs into design and design thinking. This skill makes him very easy to work with.

In addition to that, something I personally find valuable about Gel is that Patricio is always very determined in his pursuit of winning a business. Whenever we collaborate on pitching a project, he’s very adept at closing deals in a very honest and competitive way, which is a rare blend.

Patricio never tells lies or overpromises in order to win a business. Instead, he’s a very honest and happy contender, which I really admire. Others in my position might find that very valuable about working with Gel.

Are there any areas they could improve?

As part of the project management aspect I mentioned above, Gel could do a better job of managing client relationships. As the face of the organization, Patricio does a great job in that regard. Still, the rest of Gel’s team could be a little more personable in the way they develop and nurture relationships with end clients.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of Access Brands.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gel, Branding & Packaging?

We needed their branding and marketing expertise.

SOLUTION

What was the scope of their involvement?

Gel, Branding & Packaging has provided branding and marketing services for multiple consumer products we’ve managed or brought to market. They’re a full partner in our entire marketing process; they’re involved in the market research stage, development of brand visuals and positioning, and creation and execution of marketing campaigns. 

Sometimes, we bring them a germ of an idea. We usually identify a market segment we’re entering — ready-to-drink coffee beverages, for example — and tell them we perceive a market opening based on research we’ve seen. We’ll come together with Gel, Branding & Packaging to discuss the validity of the product idea, introduce additional research we should consider, and examine any research they’ve done.

Other times, we come to them with a well-thought-out plan, including a strategic worksheet and clear assignments for them.

What is the team composition?

I mostly deal with Pato (Agency Principal & Founder) — we’ve built a relationship — and I’ve dealt with various account executives and 2–3 creative directors over the years as well.

How did you come to work with Gel, Branding & Packaging?

They were referred to us by the CMO of a company I was previously the CEO of.

What is the status of this engagement?

We’ve worked with them since early 2010.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Gel, Branding & Packaging’s work is cutting-edge and state-of-the-art. There’s no other agency I’d turn to for help building a national brand — they’re second to none.

How did Gel, Branding & Packaging perform from a project management standpoint?

Their project management is strong. Projects generally go longer than anticipated, but I don’t think that’s on them; we often change the work requirements, which changes the timeline. They always respond well, adapt, and communicate clearly when there’s a change in the expected delivery date due to a change in project scope.

What did you find most impressive about them?

Their team is very nimble, responsive, and responsible. They’ve worked with well-established companies and still bring an entrepreneurial perspective. They’re dedicated to increasing sales, even for simple products like cotton swabs. They’re always thinking about product velocity, consumer perception, and how the brand narrative interacts with the consumer.

BACKGROUND

Introduce your business and what you do there.

I was the senior director for global branding and creative services for a health, wellness, and fitness firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gel, Branding & Packaging?

We had global product launches and most of the time, we’d put a guide together for the initial launch of specific countries or regions. We then hired Gel, Branding & Packaging to help us.

SOLUTION

What was the scope of their involvement?

Gel, Branding & Packaging developed the branding guidelines for the product launches we were scaling across the globe. The guidelines were used by internal stakeholders to create product creative assets, both print and social to ensure that we had brand consistency.

Their work involved establishing guidelines for our color palette, font usage, affiliated assets, product imagery, and lifestyle imagery. They also helped us explore our visions before we integrated them into the guide.

What is the team composition?

We worked with Patricio (Agency Principal and Partner), and we collaborated with their art director and project manager. However, I wasn't sure how many people they had in the background.

How did you come to work with Gel, Branding & Packaging?

I met Patricio back in 2001 when I was at a former company. We chose to work with them again because they consistently delivered good work, and they were good at establishing fantastic relationships with their clients.

How much have you invested with them?

We spent $150,000–$200,000.

What is the status of this engagement?

I worked with them from July 2019–November 2021.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Gel, Branding & Packaging’s work was solid, and it was thoughtful and strategic. On the design end, they strived to execute and deliver the best quality design and material. The team had a great understanding of the product marketing world, and we appreciated that they delivered according to our expectations and that they were able to adjust to many changes along the way. In addition, we were impressed with their resilience to work with groups that were already set in their ways.

How did Gel, Branding & Packaging perform from a project management standpoint?

They were flexible, and they were efficient. More importantly, they made sure that we were always informed about the project’s status. 

What did you find most impressive about them?

They were very meticulous and professional. On top of that, they were a consistent partner that was always ready to provide us with solutions.

Do you have any advice for potential customers?

Have strong creative and strategy discussions of how you’re going to go after your expectations.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing director at The Gluten Free Bar, and we make gluten-free and plant-based meal bars, bites, and oatmeal.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gel, Branding & Packaging?

We needed help going through a brand refresh. 

SOLUTION

What was the scope of their involvement?

Gel is improving all our creative assets, including our packaging, style guide, digital ads, and more.

We started with the segmentation of gluten-free and plant-based consumers. With that, Gel produced our creative strategy, and we refined that. Next, they worked on our products’ packaging. They then created templates for our digital and social media ads.

What is the team composition?

I work with Derek (Creative Director), Patricio (Owner & CEO), and Pauline (Account Executive).

How did you come to work with Gel, Branding & Packaging?

In my previous company, we hired Gel to do various projects such as consumer merchandising and promotions. 

How much have you invested with them?

We’ve invested $30,000–$35,000 so far. I can see us spending double of that once we’re done. 

What is the status of this engagement?

We started working together in August 2021, and it’s ongoing. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our products are not yet on the market. However, I can say that Gel has helped us create a brand that’s bold, approachable, and brings forth the appetite appeal. Additionally, they’ve showcased our core values and personality in their work.

How did Gel, Branding & Packaging perform from a project management standpoint?

They are strong project managers, and they’re very adaptable.

What did you find most impressive about them?

They’ve taken the time to know our team and understand the space we’re in, and they made us unique. 

In addition, what I like about working with Patricio is he operates on the human level. He’s a great listener, and he’s excellent at making people talk and achieve discoveries. He makes everyone feel comfortable throughout the emotive process. 

Are there any areas they could improve?

I can’t think of anything. They’re great just the way they are. 

Do you have any advice for potential customers?

If you can, prepare what your brand stands for, its personality, and who your target consumers or prime prospects are. They will do the rest for you.

BACKGROUND

Introduce your business and what you do there.

I’m the brand manager of marketing at a subsidiary of a large pharma company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

We do private labeling and we’re in the process of creating a natural clean label. We’re going to be launching a line of skincare products in summer 2021. We brought in Gelcomm to ideate and build out the brand assets as it relates to our packaging and logo.

SOLUTION

What was the scope of their involvement?

We started off with a concept phase. Gelcomm was briefed on the brand launch and the concept. Then, they had creative sessions to come up with a concept aesthetic creative mood board, which funneled into the packaging. We gave feedback and ideated on that board.

From there, they went into design work to deliver our premium packaging. Currently, they’re working on retailer baskets for us to send out to the different buyers we’re broaching on this launch.   

What is the team composition?

I worked with Pauline (Account Executive), Derek (Creative Director), and Patricio (Owner & CEO).

How did you come to work with Gelcomm?

We had two consultants that handled our consumer research before I arrived. They had a very positive experience with Gelcomm in the past and recommended them for this launch.

How much have you invested with them?

We spent $75,000–$150,000.

What is the status of this engagement?

We started working together in January 2020, and our work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Gelcomm did an amazing job. The packaging has been extremely well received. I don’t think we would’ve been successful at getting a new target if the packaging didn’t stand out.

They were very flexible with consumer feedback and parameters that were unique to this launch. They got on calls to make sure the print was understood and managed. The team was communicative. The logo that they developed captured an 82% consumer appeal rating.

The packaging was produced in New Zealand and there were tighter criteria than normal. We were also dealing with four different countries, in terms of production. This project was not easy but Gelcomm was flexible at finding solutions to achieve our goal.

How did Gelcomm perform from a project management standpoint?

We didn’t have a lot of time to get everything done. Gelcomm was really good about telling us when to expect deliverables and moving as quickly as they could.

What did you find most impressive about them?

They’re very solutions-oriented and creative. They don’t push back on what we ask and they’re very flexible.

Are there any areas they could improve?

No, nothing comes to mind.

Do you have any advice for potential customers?

I would give them as much information upfront on the project. The more information you can provide before you kick-off, the better off they are in terms of the output.

BACKGROUND

Introduce your business and what you do there.

I am the co-founder of Provisor Marketing, a brand strategy and marketing services company. We work with small and mid-sized consumer product brands to help them go to market and compete effectively in today’s omnichannel retail environment.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

Our business process is that we come in and help new brands or heritage brands at large companies that have stopped growing to rethink their business model and set themselves up to grow. We do not keep these types of services in-house, we keep a stable of resources that we use and we bring them in and out depending on the project. We were looking for a long-term package design partner to help invigorate brands.

SOLUTION

What was the scope of their involvement?

We have worked with Gelcomm on a number of different brands. Our company begins with consumer research and then looks at all aspects of the brand’s business model, including product assortment, pipeline promotion, brand positioning, and packaging. Most recently, Gelcomm worked with us to rejuvenate heritage brands that had kind of lost their way.

Gelcomm works directly with us and our clients. Their team creates a mood board based on the brand brief we give them. They look into the different moods our clients and our team want to evoke with the brand packaging. Gelcomm then uses out feedback on the mood board to create a package design. Through an iterative process, they get us to a final design that all parties approve of.

What is the team composition?

Typically, we work with 3–4 members of the Gelcomm team. Usually, we work with the art directors, sometimes another graphic designer, an account manager, and Patricio (Owner & CEO, Gelcomm).

How did you come to work with Gelcomm?

Patricio and I connected through networking. We brought Gelcomm in on one small project first to see if we liked the way they worked.

How much have you invested with them?

Overall, we have invested probably $75,000–$80,000.

What is the status of this engagement?

Our ongoing engagement with Gelcomm began in 2012.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Everybody is thrilled with Gelcomm’s work. In fact, one of our clients said, if you want to get it done right, you go to Gelcomm. We had overhauled the business model of that client in several places, and their brand is now growing by 10–15% a year. Package design was instrumental in that engagement. Since we work with many small and mid-sized brands, packaging can be their biggest marketing tool, so it’s something you want to make sure to get right.

How did Gelcomm perform from a project management standpoint?

Gelcomm is excellent at staying on task and meeting timelines, we’ve had great luck with them. We usually communicate with them over a conference call, but I’m also in constant contact with Patricio over the phone and e-mail.

What did you find most impressive about them?

Gelcomm creates amazing mood boards. They’re very good at reading the brief, hearing what you have to say, and then putting it into good creative ideas.

Are there any areas they could improve?

No, I honestly have been very happy with their work. We haven’t had any issues.

Do you have any advice for potential customers?

Get really clear on your brand brief, what the brand stands for, and it’s positioning to the target consumer. Make sure you communicate that clearly to Gelcomm because you will get a much better output if you are really clear on what the brand stands for.

BACKGROUND

Introduce your business and what you do there.

I was the VP of global marketing at a consumer goods company focused on travel accessories. During my time there, the company grew from twenty to thirty employees.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

I was the company’s first full-time marketing executive. When I entered my position, there was no common brand architecture, and the company introduced new products using ad hoc marketing. The core product, a travel pillow, and other accessories had different logo styles and packaging. As we continued to grow, we needed to establish a branding framework and architecture.

SOLUTION

What was the scope of their involvement?

Gelcomm provided comprehensive branding services. They began by looking at all aspects of our company and brand. Besides the company’s name, we left nearly everything—the logo, brand colors, photographs, copy tone, packaging, retail displays, ads—open for discussion and flexible to change. In the thorough discovery phase, the Gelcomm team conducted interviews with key stakeholders and attended a major industry event. They considered all consumer and retail touchpoints.

Gelcomm delivered a brand style guide that included our color palette, logos, and photography style. They changed everything from packaging architecture to design, which required some engineering work. The team oversaw a complete packaging rollout of all marketing and sales materials.

What is the team composition?

We were in touch with 5–6 team members. They assigned an account executive to us.

How did you come to work with Gelcomm?

There were many branding agencies to choose from in Los Angeles, and we wanted to work with a local agency and have face-to-face interactions. In particular, I wanted a vendor with a Southern California sensibility. We received word-of-mouth recommendations, narrowed our selection down to five companies, and went through an informal RFP process to understand what these companies would be able to deliver, what it would be like to work with them, and whether their experience made them a good fit for us. I’d worked with Gelcomm in my previous role as a brand director at a television company.

What is the status of this engagement?

We worked with Gelcomm from October 2015–January 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our business doubled over four years, halfway through which Gelcomm implemented our brand. Their branding work definitely made a huge difference in the performance of our products.

How did Gelcomm perform from a project management standpoint?

Gelcomm was well-organized. Since the project had a lot of moving pieces, my team often lost track of where we were in the process. However, our Gelcomm account executive was always able to point us in the right direction and update us on progress, which allowed us to continue moving forward.

We had multiple in-person meetings, despite our offices being an hour’s drive apart. Our work with them was incredibly collaborative; we had long discussions about the logo style. Rather than merely emailing or calling us, Gelcomm came prepared with displays and presentations to walk us through the process and talk about what we did or didn’t like. Everyone was part of the conversation, which helped us to get buy-in from the entire senior team.

What did you find most impressive about them?

Gelcomm wanted to understand our business. Their discovery process went beyond key stakeholder interviews; Patricio (Agency Principal and Founder) attended our industry’s biggest trade show at his own expense to better comprehend our market and competitors. We’d been considering a green palette, but Patricio discovered through the trade show that this color scheme was popular amongst our competitors. Rather than having to pursue our own web and retail research, we received this information through an easy discussion with Gelcomm’s team.

My company was very slow and methodical throughout the process, and we didn’t have an urgent deadline. Gelcomm never pressured us to wrap up the project. They accommodated our slow pace, which ultimately allowed for a complete organization buy-in by the time we finished. They delivered on time and then let my team digest their deliverables. My team often didn’t adhere to our timeline, but Gelcomm adjusted the schedule accordingly. We built a strong working relationship over time. They were very receptive and allowed us to bounce ideas off of them, often at no extra cost.  

Are there any areas they could improve?

Gelcomm could have used a more digital system to organize the process and display what step we were on. Although they clearly labeled every file they sent over and often provided physical presentations, I wish there had been a digital archive for us as the client to access and view.

Do you have any advice for future clients of theirs?

If your company or industry allows it, take your time and be patient with the process. Doing so gives clients more ownership of their brand, allowing for better end results. By the time we finished our project, we didn’t second-guess ourselves.  

BACKGROUND

Introduce your business and what you do there.

I’m the senior design director for an online ticketing platform for theaters and exhibitors across the US. We also have a platform for streaming movies at home.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

We wanted to recreate the visual identity, branding, and experience of our product. Nothing had been updated in quite a while, and we wanted a more current and contemporary look across our entire suite of products, including the website, app, and logo. As such, we needed a partner who could create branding guidelines around each of the products.

SOLUTION

What was the scope of their involvement?

Gelcomm’s final deliverables were the branding guidelines and mood boards for four different personas. They not only updated the logo but also modernized the font, styles, and colors of our brand. We provided a few suggestions, but they also brought their own ideas in, which optimized our collaboration. For the mood boards, they displayed how the colors, typography, and brand principles would integrate into each of them and also showed how the brand would manifest in different devices, like an iPad or iPhone.

What is the team composition?

We worked with the president, a creative director, and a project manager.

How did you come to work with Gelcomm?

Our creative director had worked with them before. We looked at various other resources, but Gelcomm’s portfolio and references were excellent, so we hired them.

How much have you invested with them?

We spent between $70,000–$100,000.

What is the status of this engagement?

We worked together in 2013.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We had a positive response from our customers and saw the company grow quite a bit in the following years. From the moment we released the visual update, our metrics have increased year over year.

How did Gelcomm perform from a project management standpoint?

They’re a talented and creative team that also communicates well and frequently. They made sure we understood their ideas, and we had a natural iterative process that had sufficient check-ins. They established clear expectations and were flexible and accommodating when it came to revising certain ideas. We mainly communicated in person and through email.

What did you find most impressive about them?

They have a solid understanding of how much time, energy, and effort goes into the creative process and how to develop actionable deliverables. Their strong creative background translated into an excellent final product.

Are there any areas they could improve?

They could do better at having the deliverables match the initial expectations. However, the iterative process helped solved that.

Do you have any advice for future clients of theirs?

Come prepared with as detailed of a scope as possible and get specific about what you want the end deliverable to be. Then, let them work through their process.