Four Steps to Food & Beverage Brand Development

Brand building in the competitive food & beverage sector has never been more challenging. Here are four steps every marketer should take, whether they are a startup or an established brand name, when developing a new F&B brand.

Step 1: Establish an Effective Brand Identity

Craft a positioning statement that places the product intelligently within its competitive context. Study the category. Understand the competition. Develop insights. Then you’re ready to develop the brand platform, name and visual identity.

Raisels Identity
Naming & Logotype for a kid-oriented healthy snack brand. See project.

Step 2: Package Design

Appealing to retailers and standing out on their shelves once you get there takes strategic design. Use package form (box, jar, can, bag, pouch, etc.), color cues, typestyles, graphic violators and other elements to tell your story. Don’t fear being different; if your category is dominated by boxes, consider whether a flexible pouch would be practical. Establish a clear visual hierarchy that identifies the master brand, sub brand if you have one, and variety. Lead the eye through the entire label.

420 identity and packaging
Identity and shrink-sleeve packaging. See project.
Gratify Gluten Free identity and packaging
Identity and paper pouch packaging. See project.
Salvaggio's Traditions pasta sauces
Identity and glass container packaging. See project.

Step 3: Production

Work with the manufacturer to understand requirements and specifications for printed artwork. Deliver files that clearly differentiate products within the line and accommodate future brand and line extensions. Follow FDA rules for all required declarations. Review their proofs carefully before signing off.


Sidemates packaging
Identity and paperboard packaging. See project.
Identity and film pillow pouch packaging. See project.

Step 4: Introduction

Support your product with both trade and consumer-oriented marketing. Appealing to retailers requires collateral materials, sampling kits and a trade show booth. For consumers, an engaging, search optimized website that tells your story is a cost of doing business. Social media interaction and consumer advertising, even if limited by budget to digital channels, are critical.

Final note: you wouldn’t build a house without an architect, and you shouldn’t try to develop a brand without a partner that knows how to guide you through the process. With 30 years experience, my branding agency, Goldforest, works hand in hand with our clients to transform their products from great ideas to market winners. We don’t build houses, but we ARE obsessed with brands.

Michael Gold