Press: AIGA Eye on Design

3.18.21

There's an influx of products that promote rest and relaxation, as more consumers seek out that perfect night of sleep. This Eye On Design article explores unconventional sleep aids, and Interact strategy director Whitney Siegel weighs in on the business of branding sleep-themed food and beverages.

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Breaking through the Resistance to Change

It seems change is all but guaranteed, and often a sign of progress, but for most of us it’s a tough pill to swallow, particularly in CPG. Briefs are safe, consistency is prioritized over upside, and revolution is a dirty word. On top of that the bigger a brand gets, the more resistant to change it typically becomes.

16.4.2024

Creativity with Consequence

Consumers don’t care about design awards. While recognition from industry peers certainly feels good, what we really care about is Design Effectiveness - the ability to use the power of design to drive businesses forward by creating greater consumer connection.In CPG, where a brand's most tangible touchpoint is packaging, any redesign should increase velocities, sales, repeat purchases, shelf space, category share, distribution and/or brand affinity. Yet sadly, this often isn’t the case.

4.4.2024

Future proof your brand.