For those of you looking to strengthen your brand strategy to differentiate yourself in a crowded market, this episode is a gold mine for creative inspiration. 

On the show, we’ve got Fred Hart, partner and Creative Director of Interact, one of top branding and packaging design firms in the food and beverage industry, and they’re based in our home state of Colorado – so bonus points in my book. 

dogfish head brand strategySeveral months ago, we interviewed Blake Mitchell, partner and President of Interact. For more on that interview, click here.

Fred is a thought leader on design thinking, especially in the food and beverage industry, and you’d have to pay a pretty penny for the advice he gives away for free in this interview. 

“People don’t read, they recognize.” -Fred Hart

In this episode, Fred answers the following questions amongst many:

Where should a new CPG company start with design and packaging?

I was especially impressed with Fred’s answer given the nature of his company. He explains why focusing on design first in a new company may be the kiss of the death.

How you should approach branding if you don’t have a clear cut strategy?

Another insightful response, Fred has years of experience helping companies large and small strengthen their brand strategy. His agency excels in consulting around brand strategy and ultimately how to convey complex messaging in the limited real estate of packaging design. If you’re not on the verge of a redesign, but are still looking to strengthen your brand, Fred’s advice is a fun, and relevant way to approach brand strategy.

What food and beverage trends in 2017 are starting to gain traction?

Having just returned from the Fancy Foods Show in San Francisco, not to mention being in a position where he’s sees bleeding edge trends on a daily basis, Fred comments on how the rise of “anti-diet”, snack-able candy, and vinegar-based drinks could shape the industry in the coming years.

listen to the interview in iTunes >>>

Books mentioned in the interview:


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