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Branding a consumer product startup

A consumer brand has to work in more places than most: on the shelf, in a shipping box, on Amazon, in a retail buyer’s inbox and in a social feed. The brands that last are built as systems, so each new product, retailer and launch makes the brand stronger instead of messier.

Build a packaging system, not a package

The first product gets the most attention, but the tenth is where most brands break. Decide early what stays fixed on every pack, like the logo placement, type and layout, and what changes, like a color, an illustration or a flavor name. Then a new product is a few decisions, not a redesign.

Design for every place you sell

• Retail shelves, where the pack has a second or two to stand out from its neighbors.
• Your own website, where photography and story do the selling.
• Amazon, where your brand store and product images compete with endless lookalikes.
• Retail buyers and press, who need a clear sales kit or press kit before they say yes.

Plan launches as a rhythm

Consumer brands grow through steady launches: new products, colors, collaborations and seasons. A simple launch kit for email, social, the website and retail partners lets a small team ship each one quickly while keeping the brand consistent.

Evolve it as you grow

Most consumer brands don’t need a restart every few years. They need an evolution that keeps what customers already recognize while making room for new products, channels and audiences.

Our experience

Studio Massenzio’s founder, Elisa Massenzio, spent nearly five years as an early employee on the small team behind Cora’s packaging and launch campaigns, as the line grew from two products to more than 90 and into 13 retailers nationwide. She helped concept the brand’s evolution along the way.

For Yucca Fins, the California swim fin brand sold in more than 200 stores worldwide, we evolved the brand and created the assets it needed to grow: sales and press kits, campaigns, email, social, the website and the Amazon store, including a limited-edition launch with Surfline.

Where to start

If your brand works but the system around it doesn’t, start with a brand evolution. For a product launch or a retail push: a campaign. For a steady flow of new assets: a creative partnership. See our Offerings page or start a conversation.