The GRO Agency provides brand strategy, brand innovation, visual identity, packaging design, production, shopper marketing, and web design and development. The agency's services are aimed at enhancing brand performance through innovative strategies and creative solutions.

The GRO Agency

The GRO Agency | 644 followers on LinkedIn. We Grow Brands! | We create unshakable connections between brands and consumers by linking iconic packaging design with indelible brand stories and surround sound brand experiences.

At GRO we believe that every great product deserves to be discovered.

Mary Ragonesi

Creative Project Manager at MMWPR

Danielle Laubach

Information Technology Manager @ The GRO Agency

Aleksey Sprygin

Project Manager at The GRO Agency

Jessie Gallagher

Why "Violating" Your Packaging Can Be a Game-Changer Sometimes, breaking the rules is exactly what your packaging needs. Here’s why intentionally "violating" your packaging—whether through bold LTO designs, supporting a cause, experimenting with new engagement—can lead to higher consumer interest, stronger brand loyalty, and more impactful storytelling. Snap Consumers Out of Shelf Fatigue Seen the same old packaging one too many times? A daring packaging violation can break through the monotony, grab attention, and make your product the one shoppers can't ignore. Nielsen says 64% of consumers are more likely to notice new packaging—and that extra glance can lead to an impulse buy. Roll Out a Bold New Flavor Collection Why stop at one new flavor when you can launch a whole collection? Think beyond the holidays and try a themed batch of flavors to see which one steals the show. These can stretch your brand architecture to emphasize the limited-time collection. It's a savvy way to get real-time feedback while playing to consumers’ curiosity. The winner may be your next best-seller. Go Digital with AR Experiences Who says packaging stops at the shelf? Add a digital layer—whether it’s AR or QR codes—to create an interactive experience that boosts engagement. Deloitte found digital LTOs can increase loyalty by up to 50%. More interaction, more loyalty, more sales. Packaging With A Purpose Why not make your LTO stand for something bigger? Consumers love brands with purpose. Unilever found that 33% of people choose products tied to a good cause. Cause-driven LTOs do more than just sell—they build deeper, lasting loyalty. LTOs are more than a flash sale—they’re a chance to strengthen your brand. What’s your next move? #BrandStrategy #PackagingDesign #cpg #cpgdesign #LTO #MarketingInnovation #DigitalEngagement #BrandLoyalty #LimitedTimeOfferings #LimitedEditionPackaging #unilever #deloitte #ruffles #thatsdazs #kitkat #haveabreak #hershey #thegroagency

5 Myths Holding Back Your Packaging Design Strong packaging design is crucial because it’s like the hype person for your product—it amplifies the product’s value and helps it stand out, especially in a crowded market. Sure, the product is the real MVP—its quality and function are what keep customers loyal. But when it comes to getting someone to pick it up in the first place? That’s all packaging. It’s like the ultimate wingman—it grabs attention, sparks curiosity, and creates excitement before the product is even touched. Still, some brands miss the mark with packaging. Let’s break down some common myths we’ve run into over the years 👇 : #packagingdesign #mythsandtruths #branddesign #cpg #cpgdesign #cpgindustry #sustainablepackaging #uniquepackaging #tipacorp #hemppress #thegroagency

Affordable, Not Generic: Rethinking Value Brand Design The rise of Amazon Saver and Target's Dealworthy takes us back to the no-frills brands of the 80s. But with strong brand cues boosting saliency by 52% (Kantar, 2021), is going overly generic really the best strategy? Read More 👇 https://lnkd.in/eXRW-42v #branddesign #cpg #cpgindustry #branding #privatelabel #ownedbrands #wholefoods #bashasmarkets #amazon #target #thegroagency

Let’s make true organic growth a trend. 5 unique brands to inspire your innovation thinking… With the economy in a strange funk (though still growing), brands are gearing up to invest in innovation-driven growth again—and we’re all for it! Over the past few years, the pace of new products in the corporate food and bev space has slowed, with many being mediocre attempts to spark intrigue—think collabs and whacky flavors. But maybe, just maybe, things are shifting back toward sustainable innovation. As the inflationary growth of the COVID years slows, more and more large CPG companies and brands are exploring new, more exciting products to generate true organic growth. We think they should take a cue from smaller brands that have shown new ways to grow. Updated nostalgia, clean ingredients, and alternative forms are just the start. There’s also plenty of inspiration in areas like packaging, occasions, and even luxury. Here are a few brands that are breaking out of the lazy collab rut with some inspiring ideas. #ProductInnovationIdeas #PackagingDesign #BrandDesign #ProductInnovation #CPG #ConsumerPackagedGoods #FoodandBevPackagingDesign #eatsnoods #eatflings #fishwife #TRUFFLife #getgraza #thegroagency

Embrace or Enforce? How Brands Can Navigate the Complexities of Logo Reinterpretation In the dynamic landscape of brand management, companies often grapple with the dilemma of whether to rigorously enforce their brand identity or embrace its reinterpretation by others. Striking the right balance between protection and flexibility can significantly impact a brand's public perception and market position. Recent cases, such as Volkswagen's aggressive logo protection, Coca-Cola's creative logo reinterpretation, and Momofuku's bullying and consequent backtracking, illustrate the complex considerations involved. These examples underscore the importance of adapting brand strategies to foster creativity and community engagement while safeguarding the brand's core values and market integrity. It’s Important and Necessary to Fight When: The copying causes brand dilution or confusion among consumers. The copied designs undermine the brand's integrity or quality perception. The brand's market position and legal protection necessitate strict enforcement to avoid setting a precedent. It’s Wise and Inclusive to Embrace Reinterpretations When: The variations align with the brand's values and enhance its cultural relevance. The copying fosters creativity and a stronger emotional connection with consumers. The community and public perception benefit from a more flexible approach. Public backlash indicates that enforcement could harm the brand's reputation. Create a Roadmap for Brand/Logo Adaptations: Set Clear Guidelines: Establish what aspects of the brand identity are open to reinterpretation and which elements must remain unchanged. This helps maintain a balance between creative freedom and brand consistency. Engage with the Community: Involve artists, designers, and consumers in the brand's evolution process. This builds a sense of ownership and loyalty among the brand's audience. Monitor and Adapt: Continuously monitor public reaction and market trends. Be willing to adapt enforcement strategies based on feedback and the broader cultural context. Legal Flexibility: Implement a tiered approach to trademark enforcement, where minor infractions by small businesses or artists are handled differently than deliberate counterfeiting by larger entities. By considering public sentiment and the impact on community relationships, brands can navigate the balance between protecting their identity and fostering a positive, inclusive image. This nuanced approach allows brands to maintain their core values while adapting to cultural and market shifts. Basically, if consumers are “celebrating” your brand then maybe it’s best to lean into that momentum and help them or provide more context for them to do so in an even bigger way—Ride the Wave! #LogoReinterpretation #embraceorenforce #brandmanagement #brandidentity #brandvalues #logoadaptations #cpg #cpgindustry #marketingstrategy #volkswagen #cocacola #momofuku #thegroagency

Is Augmented Reality (AR) still a viable way to engage with consumers? Absolutely! Big brands like Monster Energy, Ketel One, and Kellogg’s Rice Krispies are proving it with successful AR experiences. These immersive tech launches create buzz and drive consumer engagement. So, why aren’t retailers jumping on board to incorporate AR into their promotions and boost in-store sales? Monster’s recent Fantasy Ruby Red flavor launch shows the potential. Pairing a unique AR experience with a striking physical display is a surefire way to drive traffic and sales. AR breaks the physical limitations of packaging and displays, offering a huge opportunity to connect with shoppers—informing, educating, delighting, and offering promotions on the spot. Engaging and memorable shopping experiences build brand recognition and loyalty. Beyond consumer engagement, AR activations turn into “always-on” content channels, measuring every interaction. This means brands can test content, understand demographics better, and gain valuable insights into customer engagement. AR is a powerful tool for creating buzz and drawing people to retail locations for exclusive events. These immersive experiences can drive in-store purchases when coupled with promotions or discounts. What are some ideas for ways to engage in-store? There are different ways to activate the AR experience—QR codes, URLs, and NFC (near-field communication), which allow a tap to engage rather than opening a camera to scan. What if, rather than just making your display entertaining by bringing the product or campaign elements to life, you could also deliver customer reviews of the product or promotion? Imagine videos of other customers raving about the product or the savings. How about limited-time (while in-store) promotions that could be activated and saved to their shopping app instantly? Or, giving them a free trial or offer just for engaging, without the need for attendants? Or, leading them to the aisle and revealing a promotion as they arrive? There are plenty of ways to draw consumers into stores with these types of AR experiences and go beyond mere entertainment to provide real connections. In today's competitive market, CPG brands must innovate. AR marketing engages consumers, gathers valuable data, drives traffic, and boosts sales. It’s time for retailers to fully leverage AR's potential and make shopping an adventure. Get in touch for creative campaign ideas. We’d love to build the next viral retail experience with you. #ARMarketing #RetailInnovation #ConsumerGoods #ExperientialMarketing #DataDrivenInsights #PathtoPurchase #ShopperMarketing #monsterenergy #ketelone #kelloggs #thegroagency

Designing for Diversity Amplifying Brand Relevance In Packaging Design In today's global marketplace, cultural inclusivity in brand and packaging design is more important than ever. As consumers become more diverse, their expectations of brands are evolving. They seek products and experiences that reflect their identities and values. This presents an incredible opportunity for brands to embrace diversity and inclusion as a core aspect of their design sensibilities. Designing with cultural inclusivity can significantly enhance brand perception and market reach. An inclusive approach appeals to a broader audience and fosters a deeper connection with consumers, reflecting a brand's commitment to understanding and valuing different cultural backgrounds. Inclusive design isn't without challenges. Brands must navigate cultural sensitivities and avoid tokenism, ensuring efforts are genuine. However, the positive impacts—enhanced brand loyalty, broader market reach, and improved perception—far outweigh these challenges. Inclusive design helps brands stand out, showing consumers they are seen, heard, and valued. Reports from Mintel and Nielsen highlight that multicultural consumers are a growing and influential market segment, driving growth and innovation. Diversity and inclusion in packaging design should be a prominent feature of any brand's design sensibilities. By embracing cultural inclusivity, brands not only do the right thing ethically but also position themselves for greater success in an increasingly diverse world. Let's create packaging that reflects our global community and fosters a more inclusive world. #InclusiveDesign #Branding #PackagingDesign #Diversity #Inclusion #Marketing #ConsumerEngagement #cocacola #ruffles #benandjerrys #kitkat #thegroagency

Unbelievable Unconventional Brand Extensions… Revolutionary or Risky? Breaking Boundaries Brands that dare to step beyond their traditional categories for new product growth are trying to change the game or maybe just seeking attention or perhaps both. They are embracing the unexpected, introducing offerings that defy norms, and igniting conversations that they hope will resonate with consumers. But as brands venture into uncharted categories with limited edition creations, the debate arises: should these bold products remain one-off adventures or become integrated as regular offerings? Examples That Spark Imagination From Velveeta's surprising leap into the world of hair coloring to KFC's aromatic firelogs evoking the scent of their iconic fried chicken, unconventional products are making waves. Think Cheetos' flavored lip balm or Burger King's flame-grilled perfume – these ventures get attention and captivate audiences, pushing the boundaries of brand innovation beyond their core products. Balancing Risk and Reward While unconventional limited edition products create buzz, attract new customers, and drive sales, they also pose challenges to a brand's identity and reputation. The potential for diluting the brand’s core equity and the uncertainties of operating in a new category are major risks. When the stakes are this high thorough operational planning, market research and consumer feedback are crucial in gauging the viability and reception of these ventures. It's about striking the right balance between innovation and the ability to deliver the brand promise in new ways. Is it Real or a Fad? In a landscape where innovation reigns supreme, the desire to explore new horizons is highly appealing for brands. However, should marketers embrace the risk by exploiting a signature brand asset or feature in a category far removed from its core product benefit? Is the promotion of its iconic feature so powerful that it resonates in the new category over other traditional benefits in that category? And does it enhance the reputation and image of the brand in its core category? If it doesn’t check all the boxes it might be a great publicity campaign rather than a real business opportunity. #cpg #cpgindustry #branding #branddesign #unconventionalbrands #brandextensions #fads #breakingboundaries #innovation #limitededition #velveeta #kfc #cheetos #burgerking #thegroagency

The FDA Should Re-Think its Front of Package Label Mandate Government Manuals are Never Appealing or Inspiring Adding nutrition info on the front of food packages sounds helpful, but it’s more complex than it seems. Here’s why: Too Much Info Overwhelms. More labels could make choosing even harder. With all those competing ingredients and numbers it’s easy to get confused and give up on navigating them. They can Mislead. Most products will get mixed ratings, high in some areas, and moderate or low in others. Without individual medical guidance, it’s a guessing game as to which bad ingredient to avoid. May Not Change Habits. Buying decisions are complex and influenced by taste, price, and habits. A new label may not shift that. If they don’t look at the back of package nutrition presently, will they look at a data block on the front panel now? Online Shopping is Changing the Game. Online food shopping is a significant and growing trend. A small label on the front of the pack is not going to be readable to most buyers when shopping online. Brand Imagery Suffers. Brands use packaging to stand out and tell their story. Mandatory front labels can muddy the brand, cluttering the design and undermining the image the brand wants to project. A retooling of the Facts Up Front badges could be an alternative to the Nutritional Facts violator. Presenting the fat, sodium, and sugar levels in a simple color-coded graphic (red=high, yellow=moderate, green=low) without an added copy, symbols or data would allow for faster comprehension while retaining the numerical data on a secondary panel. Another alternative could be the application of a red “stop light” graphic that is required when the food falls within the high range for either fat, sodium, or added sugar. No violators would be mandated below this threshold. Of course, we’d prefer that these elements weren’t a requirement on the front of the pack but the FDA should seek competent consumer design help to develop and test the system if they want this initiative to have traction. While the aim to boost healthier choices is valid, front-of-package nutrition labeling might not be the silver bullet the FDA is hoping for. It’s a complex issue that needs a thoughtful approach that considers consumer behavior, packaging design, and the shifting landscape of how we buy our food. And ultimately the debate will continue on the core issue of who should bear responsibility for good nutrition - the consumer, the manufacturer, or the government. #cpg #cpgindustry #fda #packaging #packagingdesign #packagedesign #labelmandate #nutritionallabel #fuf #fufnutrition #thegroagency #🚦

Packaging Confusion: How a die-hard caffeine addict ends up owning a collection of unused decaf coffee pods. Packaging needs to catch the eye, sell a benefit but also guide consumers in item selection. Boost your brand shopability with these tips: Be Disciplined: Use consistent logos, colors, and images for the brand story across all products for instant recognition and brand blocking on the shelf. Prioritize: Make sure that form, variety, or type is high up on the priority list for communication if an unintended purchase would make the product undesirable. Organize: Use specific package locations, graphics, and typography to help shoppers quickly identify their preferred choice in the product line. Simplify: De-clutter your packaging. Focus on key messages that resonate with your target audience. Relegate minor claims to the B side. Create a standout in-store experience for your brand. If you can get the brand, benefit, and type recognized in under 5 seconds that’s a job well done. #cpg #cpgindustry #packaging #packagedesign #shopability #boostyourbrand #brandstory #brand #declutter #simplify #organize #prioritize #bedisciplined #thegroagency

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