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

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of You Are Loved Foods. We’re an ultra-clean dessert and treats company, which means that our products are gluten- and sugar-free, paleo, and keto. Our focus is on people who want to reduce the sugar in their diets but still want to be able to enjoy themselves, including diabetics and obese people. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

We were looking to create a brand atmosphere for the company and branding and architecture for our labels. 

SOLUTION

What was the scope of their involvement?

Gelcomm reviewed the branding we were using and told us that it didn’t meet the sophistication and quality of our product. Our branding overemphasized the health element, and Gelcomm told us to replace it immediately. We were resistant given that it wasn’t a small investment, even though their pricing was more reasonable than most. The first step of the engagement was to architect our message on the existing branding, but I asked them for a redesign a couple of months in.

The next step was a scan of what the market looked like and what the competition was doing. Gelcomm provided us with a range of branding personality palettes. They segmented the market. We looked at what brands were doing in both the healthy and the decadent markets. Gelcomm gave us a palette or personality board of other products that were out there and told us which directions we could go. They did a good job of reflecting the personalities of the brands out there, in terms of color palette, messaging type, or packaging architecture. 

We had nine SKUs, which is a lot for a small company. The products were in different parts of the day’s food requirement and in different parts of the store. We needed to have a brand personality for each, and we have a lot of messaging because the health benefits of the products are extensive. The clean-label market was the crossroads of 4–5 exclusionary lifestyles, such as gluten-free and sugar-free. The messaging is complicated, with many different certifications. Gelcomm was quick in developing that messaging, which was helpful for launching to a lot of stores. We completed the first phase deciding on the basic brand and label architecture.

It was an incredibly collaborative process. Gelcomm came up with four approaches and personalities on the market, and I wanted to blend three of them. There was back and forth discussion at a senior level with Patricio (Owner and CEO, Gelcomm) and his partner. We came up with a collaborative presentation, both at a high level, in terms of basic brand structure and personality, down to details about fonts and graphics subtleties.

What is the team composition?

We had an account manager who handled the engagement side including paperwork and scheduling. I worked with Patricio on some of the day-to-day things. There was a senior graphic design person in place basically running the team and that’s whom I dealt with on a regular basis. Patricio was always around, which made a big difference. I received senior attention.

How did you come to work with Gelcomm?

We saw them and a lot of branding and marketing companies at a natural products trade show called Expo West. We also received a referral for Gelcomm. What they’d done for other companies resonated with me. Most of the other companies were set in their own processes, while Gelcomm seemed a lot more flexible. They related to us in a more personal way, and their principals were involved. They were also more flexible in terms of pricing. They stood out to me because of their commitment. Their website was unique, catchy, and personal.

How much have you invested with them?

We ended up coming in under $20,000, including all the initial label work.

What is the status of this engagement?

We started working with Gelcomm in March 2015. By June 2015, we realized that we needed rebranding. We launched the project that month, and we completed the first phase in August of that year. 

RESULTS & FEEDBACK

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

There were some major decisions that they pushed hard on and I was reluctant about. It turned out they were right. We received a lot of positive feedback on how their branding elevated the presentation and atmosphere of the brand. Brands have personalities, and their labels create expectations. In an unprecedented way, we created an expectation of high-level elegance and sophistication within the natural products and clean-food market, which we needed to do. The expectation when picking up the box was that this was going to be an elegant, sophisticated food experience of extremely high quality. 

We’ve had customers call us and ask if we had any printed artwork for sale to put on their walls. People loved the artwork to the point where I went into someone’s house and they had our label framed on the wall. It won a graphics award.

How did Gelcomm perform from a project management standpoint?

I was happy with their responsiveness, communication, and adherence to the timeline.

What did you find most impressive about them?

There was a lot of senior attention and interaction. On the business side, there was a reasonable amount of compromise to accommodate us. It was a great interactive process, and we got a quality product out of it. It was an enjoyable working environment.

Are there any areas they could improve?

They have talented people, but they need more of them. Patricio is good at choosing talented staff, which is great. It was an unequivocally positive experience.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO and founder of The Dirty Cookie. We make customized, unique, specialty cookies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

We had been open for a few months and I was struggling to create a brand that matched our product, so we hired Gelcomm for support in this effort.

SOLUTION

What was the scope of their involvement?

To start the project, Gelcomm asked us a set of questions to better understand our goals and mission as a company. They came to our store, analyzed our product, and interviewed me to collect more data. From there, they created my logo using real chocolate syrup so it was personalized to my company. The next item produced was a brand guide that includes our mission and values. They also created all of our packaging design for our products.

What is the team composition?

We worked with four people from the Gelcomm team. Patricio (Agency Principal & Founder, Gelcomm) frequently interacted with us and there was a dedicated creative agency.

How did you come to work with Gelcomm?

I received quotes from several branding companies, but Gelcomm’s fit our budget and needs the most. We also chose them because of how family-oriented and supportive they were; we felt comfortable with the relationship.

How much have you invested with them?

In total, we spent around $15,000 on all of their services.

What is the status of this engagement?

The project ran for a year from 2016–2017.

RESULTS & FEEDBACK

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

I receive amazing compliments on the packaging and logo design. The look of our brand is unique; we love it. Gelcomm did a terrific job producing a creative final product for us.

How did Gelcomm perform from a project management standpoint?

They were very responsive throughout the project. We had weekly calls and met in-person a few times.

What did you find most impressive about them?

They put in the effort to understand our vision and worked with our budget, which we value as a startup. Their team was genuinely invested in helping us achieve our goals. We appreciated their willingness to work on our payment plan because it showed the project was about more than just money for them.

Are there any areas they could improve?

I can’t think of anything for them to improve on.

Do you have any advice for potential customers?

Be open and communicate your ideas clearly. They’re willing to change their direction if you want something different, so don’t hesitate in letting them know your thoughts.

BACKGROUND

Introduce your business and what you do there.

I’m the former CEO of a sustainability manufacturing company. We made biodegradable, compostable products. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gelcomm?

We engaged Gelcomm to provide branding and packaging services. We wanted to narrow down our message and get across our desired image. We also needed strategies to increase brand awareness in the consumer goods marketplace.

SOLUTION

What was the scope of their involvement?

Gelcomm created brand materials to guide us from a startup to having a more substantial market presence. For some projects, we provided guidelines; for others, we had more back-and-forth with Gelcomm. The team performed market research to gauge marketplace interest and how best to tell our story. They advised on strategies from start to finish as well.

What is the team composition?

We worked with three people. Patricio (Agency Principal & Founder, Gelcomm) was our primary point of contact.

How did you come to work with Gelcomm?

We found about their team from an acquaintance in the sustainability world. Gelcomm offered fresh designs and a full spectrum of services—they offered branding, strategy, and packaging in the same house. They even took the time to visit our offices before the project began to make sure our project fit their skill set.

What is the status of this engagement?

We worked together from January 2016—June 2017.

RESULTS & FEEDBACK

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

Our company went from having no listings on consumer and industry reports to being better known in the sustainability world. Gelcomm helped increase our brand recognition as well as our website visits and clicks.

How did Gelcomm perform from a project management standpoint?

Gelcomm’s deliverables met our timeline and budget and exceeded our expectations. The team gave monthly reports as needed, and we communicated over email and texts.

What did you find most impressive about them?

The team didn’t just offer creatives ideas; they also executed them and brought them to life. This trait separated Gelcomm from past vendors I’ve worked with. 

Are there any areas they could improve?

No, we had an excellent experience working with their team. We appreciated Gelcomm’s willingness to often go above and beyond to meet our needs.

Any advice for potential customers?

Let Gelcomm take the lead on your projects. They have experience in offering quality ideas to achieve your desired outcomes.