POV
The Next-Gen CPG Playbook
Waters are choppy for many CPG brands. LPK’s playbook for next-gen CPG brands provides guidance and focus to navigate this new world.
What’s your top challenge?
I NEED TO...
What’s your top challenge?
I NEED TO...
I NEED TO...
Focus & elevate my brand’s story in order to unlock its true potential.
We help businesses tap into primal motivations to drive brand-led growth. Using the Reiss Model of Human Motivation, we’ll surface the desire at the heart of your brand, then put it at the center of a strategy that will align brand actions, experiences and expression.
I NEED TO...
Focus & elevate my brand’s story in order to unlock its true potential.
We help businesses tap into primal motivations to drive brand-led growth. Using the Reiss Model of Human Motivation, we’ll surface the desire at the heart of your brand, then put it at the center of a strategy that will align brand actions, experiences and expression.
I NEED TO...
Exploit gaps in the market with brands tailored to the moment.
Traditional modes of competition have been upended by a series of factors that span technology, culture and commerce. Together, we’ll identify ways to capitalize on these changes with new brands that are native to this context and designed to more effectively reach new consumers, occasions and demand spaces.
I NEED TO...
Exploit gaps in the market with brands tailored to the moment.
Traditional modes of competition have been upended by a series of factors that span technology, culture and commerce. Together, we’ll identify ways to capitalize on these changes with new brands that are native to this context and designed to more effectively reach new consumers, occasions and demand spaces.
I NEED TO...
Rapidly create new brands, services & products—from discovery to creation to activation.
Seemingly every business is looking for ideas that offer both speed to market and the scale of a sizable opportunity. The key to success is momentum. Our Agile Go-To-Market approach emphasizes speed, focus and flexibility in discovering, creating, testing, developing and refining new brand ideas—taking you from idea to execution in mere months.
I NEED TO...
Rapidly create new brands, services & products—from discovery to creation to activation.
Seemingly every business is looking for ideas that offer both speed to market and the scale of a sizable opportunity. The key to success is momentum. Our Agile Go-To-Market approach emphasizes speed, focus and flexibility in discovering, creating, testing, developing and refining new brand ideas—taking you from idea to execution in mere months.
I NEED TO...
Strengthen brand recognition via a distinct & ownable visual identity.
The more we experience something, the more likely we are to remember it. So a brand’s ability to create and manage a set of distinctive experiential assets is essential to its long-term viability. Our team will combine decades of hands-on experience building iconic brand identities with our GATOR criteria, bringing thoughtful rigor to the subjective craft of design.
I NEED TO...
Strengthen brand recognition via a distinct & ownable visual identity.
The more we experience something, the more likely we are to remember it. So a brand’s ability to create and manage a set of distinctive experiential assets is essential to its long-term viability. Our team will combine decades of hands-on experience building iconic brand identities with our GATOR criteria, bringing thoughtful rigor to the subjective craft of design.
I NEED TO...
Close the sale—at shelf or on screen.
With increased competition and ongoing fragmentation of mass media, it’s vital for individual brands to stand out. Informed by decades of experience, we’ll design packaging that acknowledges category codes, but also smartly breaks away from them. These scalable design systems function across aisles, channels and mediums—helping your brand win in the definitive moment when a purchase decision is made.
I NEED TO...
Close the sale—at shelf or on screen.
With increased competition and ongoing fragmentation of mass media, it’s vital for individual brands to stand out. Informed by decades of experience, we’ll design packaging that acknowledges category codes, but also smartly breaks away from them. These scalable design systems function across aisles, channels and mediums—helping your brand win in the definitive moment when a purchase decision is made.
I NEED TO...
Break through the category clutter with a distinctive tone of voice.
Sameness is the enemy of good branding. A unique tone of voice can be a brand’s strongest asset to cut through the noise and connect emotionally, expressing its benefits, values and point-of-view in a memorable, unexpected way. Inspired by culture, the category and a brand’s superpower, we’ll unlock your brand’s true voice with words that work hard to put personality into action and build brand affinity.
I NEED TO...
Break through the category clutter with a distinctive tone of voice.
Sameness is the enemy of good branding. A unique tone of voice can be a brand’s strongest asset to cut through the noise and connect emotionally, expressing its benefits, values and point-of-view in a memorable, unexpected way. Inspired by culture, the category and a brand’s superpower, we’ll unlock your brand’s true voice with words that work hard to put personality into action and build brand affinity.
I NEED TO...
Make sense of my brand’s current offerings & future opportunities.
Crowded categories, evolving consumer needs and a focus on getting new innovations to market can challenge even high-performing organizations. Our approach to brand architecture results in a strategic framework designed to make sense of your brand’s current products and future opportunities. You’ll walk away with a strategy to maximize your brand’s long-term potential.
I NEED TO...
Make sense of my brand’s current offerings & future opportunities.
Crowded categories, evolving consumer needs and a focus on getting new innovations to market can challenge even high-performing organizations. Our approach to brand architecture results in a strategic framework designed to make sense of your brand’s current products and future opportunities. You’ll walk away with a strategy to maximize your brand’s long-term potential.
I NEED TO...
Clarify the roles of multiple brands within my portfolio.
The symptoms are familiar to many of us: brand portfolios that are not aligned to how customers search, shop and select. Offerings that seem almost identical without close inspection. Strategies that fail to account for emerging consumer needs. By evaluating opportunities at the category and portfolio level, we’ll help your team identify a different set of opportunities and deploy resources oriented to growth.
I NEED TO...
Clarify the roles of multiple brands within my portfolio.
The symptoms are familiar to many of us: brand portfolios that are not aligned to how customers search, shop and select. Offerings that seem almost identical without close inspection. Strategies that fail to account for emerging consumer needs. By evaluating opportunities at the category and portfolio level, we’ll help your team identify a different set of opportunities and deploy resources oriented to growth.
I NEED TO...
Connect my company’s capabilities to emerging trends.
We believe brands must be built for change. Our Trends & Foresight practice helps you understand the shifts taking place—from sociocultural movements to newly emerging categories and benefits. You’ll develop a new competency, Future Fluency, allowing you to anticipate future outcomes and turn change into a competitive advantage for your business.
I NEED TO...
Connect my company’s capabilities to emerging trends.
We believe brands must be built for change. Our Trends & Foresight practice helps you understand the shifts taking place—from sociocultural movements to newly emerging categories and benefits. You’ll develop a new competency, Future Fluency, allowing you to anticipate future outcomes and turn change into a competitive advantage for your business.
Our Thinking on Branding
POV
How Branding Became Key to the Modern B2B
Historically less focused on brand, B2B enterprises are adopting consumer-facing techniques to deepen connection and grow.
Innovation 
