Tether CPG

We gave Gatorade an expanded field. We infused Pepsi with the excitement of now. We caffeinated chocolate with Awake. From athletic fuel and snacks, to the frozen food aisle and beverages of all kinds, we know CPG.

WE KNOW THE
CPG LANDSCAPE

How to fit in and how to stand out. Our years of experience partnering with some the CPG world’s most celebrated brands has given us a deep understanding of the category conventions.

We’ve created brand-elevating work for everyone from Gatorade and Pepsi to Bulletproof and AWAKE, tapping into their emotional core to reinvigorate long-established favorites while building and breathing first life into an array of ambitious upstarts.

We strategically position brands to find ownable white space, turn target audiences into loyalists, capture market share and chart a course for short– and long-term growth. And we’ve shaped the architecture of complex product portfolios, working with brands like Muscle Milk, Celestial Seasonings and Gatorade to delineate just how their sub-brands and products can family together — or go their own way — for maximum reach and returns.

Our
Process

We understand CPG consumers and how to connect with them. Our in-house research and strategic capabilities allow us to unearth key insights that fuel our creative work and speak powerfully to your audience/s — whoever they are and wherever they’re found. Demographics and psychographics all lead to creative territories and then to product architecture, consumer-facing packaging, retail activations, websites and events. We’ve moved the proverbial CPG needle for many brands. And the joy from seeing the product we launched fly off the physical or virtual shelf makes it all worth it.
- BOTTLE & PACKAGE FORM DESIGN
- BRAND ASSETS & GUIDELINES
- BRAND STORY DEVELOPMENT
- BRAND & PRODUCT CAMPAIGNS
- BRAND VOICE & MESSAGING
- CLUB STORE & LTO PACKAGING
- CREATIVE STRATEGY
- NAMING
- PACKAGING
- PHOTO & VIDEO DIRECTION
- POS DESIGN
- PRODUCT RENDERING
- PR/INFLUENCER KITS
- SOCIAL STRATEGY & CONTENT
- VISUAL IDENTITY
- WEBSITE

HOW IT ALL
BEGAN

We live it, we design it. From our first CPG client, Gatorade, we have shown how to powerfully connect people and products. With our decades of collective packaging expertise we know that the shelves are noisy. We cut through clutter, elevating appetite appeal and flavor cues while crafting visual and verbal expressions that pop.

We also understand the finer points of packaging for CPG, from information hierarchy and established design codes to materials/substrates, print production challenges and opportunities and technical compliance for FDA regulations. And we have the in-house industrial design capabilities to translate the creative essence of your brand into memorable 3-D executions, developing custom forms that elevate aesthetics and functionality for such heavyweights as Pepsi and Gatorade.

Tether has been with us from the beginning; branding, packaging, retail, events and advertising. We continue to work with them today because simply, they are the best at what they do.
Adam Deremo, Awake Chocolate Co-founder

WHO we
work with

If you’re a start-up —

We’ll partner with you from the beginning, developing insightful strategic research, differentiated positioning, an ownable brand story, trademarkable names, packaging that speaks to the soon-to-be brand fan, compelling photo assets, a productive DTC website, a dynamic retail presence and collateral to start creating emotional connections. We love this collaborative process and have used it consistently to create brands that have gone on to thrive. Our singular focus is to create a “how did I live without this” brand by tapping into and building on what is uniquely you — and uniquely compelling to your audience.
If you’re already an established brand —

Are marketplace challenges signaling that it’s time for a refresh? We’ll use our ‘start-up’ approach to bring a fresh perspective to your brand, analyzing it through both consumer and competitor lenses. We’ll enhance its appeal with compelling new dimensions while preserving the relevant uniqueness and equity you’ve built since inception.