Lessons Learned: Building a CPG Brand from Scratch

Dr. Vahedifar, MD and founder at Adaptogen Health and Synrje, reached out to us with a unique CPG product concept and a vision to develop a brand from the ground up. His journey began when he was experiencing low energy and decided to get blood work that revealed low testosterone levels. Recognizing adaptogens as the best solution, he kept running into a common issue: existing supplements contained excessive doses of adaptogens, making them unsuitable for hormone balancing. Driven by a desire to provide a balanced solution accessible to all, he entrusted us to transform his vision into reality.

As we reflect on the brand launch, and other recent work in the CPG space, we thought we would provide key lessons learned lately as it correlates to Synrje to give you meaningful, actionable insights to learn from.

From higher interest rates and inflation to supply chain volatility consumer good companies have been going through a lot lately. Therefore, we are hoping to give you our best advice when gearing up to launch a new product. 

In recent years, the evolving digital landscape has caused a huge shift in shopping behavior. The rise of DTC has significantly impacted the market, prompting industry giants to reinvent themselves. Simultaneously, spending habits across the nation are evolving as consumers are practicing more discernment with their spending (source). Major corporations, like Unilever, have strategically acquired dozens of companies, including a substantial number of DTC brands. This consolidation of forces has intensified competition online, reshaping the digital marketplace.

 

According to Mckinsey, “US consumers are purchasing fewer items across categories, reflecting subtle shifts in shopping behavior with meaningful consequences for consumer-packaged-goods players.”

 

 

Today’s consumers prioritize two key factors in their purchasing decisions: transparency and innovation. Beyond better solutions, they scrutinize a brand’s values, seeking assurances of commitment to things like sustainability, transparency, and integrity. With new brands continually entering the market, easily accessible with a click, consumer loyalty is increasingly elusive. It’s crucial to identify market gaps and pioneer solutions that outshine competitors, addressing consumer needs in a way no other competitor does.

Context: We kick off every branding project by researching both sides of the coin—the brand’s vision for the future and the customer’s world. The goal of this is to challenge ourselves to figure out why this brand we’re launching matters in a sea of what already exists on the market. 

Solution: We decided on one key position – helping everyday warriors live purely complete. ‘Purely’ speaks to the high-quality ingredients, because what you put in your body matters. ‘Complete’ speaks to the balanced lifestyle we are promoting with our brand.

Takeaways:

// Ignite around one main focal point 

// Develop the brand around the WHY 

// Work together with your team to identify your purpose

Context: Our next step in the strategic branding process is to dig into what makes our products special. We envision where these products will sit in the store and what price point they will be at. 

Solution:  We landed on 3 product UVPs that truly differentiate us from our competitors: the right amount of adaptogens, high quality, and taste. These are highlighted on the packaging and the website.

Takeaways:

// Dig into your product’s ingredients

// Leverage your team’s experience

// Align on your current & future product roadmap as it relates to category-specific competitors

// Then, select 3-4 primary product UVPs (Unique value propositions) that you can highlight as core pillars for your brand 

 

Context: Next, it’s important to strategize how you’re going to make your products stand out on shelves. What is it that we want people to think and feel when they see our packaging?

Solution: Every time we approach packaging, set out to create a visual and verbal system that plays into consumer preferences. In this industry, we know that consumers value a brand with a purpose that displays transparency. We also know that unique product benefits will draw their attention.  

Takeaways:

// Develop an art direction based on the brand’s constants

// Create a design system that cuts through the clutter and helps consumers understand who you are and the benefits it provides

// Do your research – how is your product showing up online or in-store against your competitors

Context: It’s important to develop the right tech stack for your business goals. To discover solutions, first yourself what it is you set out to do and how you want to do it. What are your preferred sales channels? What does your GTM plan look like?

Solution: Shopify is one of the best solutions on the market. They give you a tech stack for everything you need—from baseline elements, to reviews, and Klaviyo integration. 

Takeaways:

// Develop a tech stack that works for your business 

// Uncover the core pages you need to create for the UX & SEO of your brand

// Ensure you have all the right tracking tools in place (GTM, Meta, etc.)

Context: When starting from scratch, it’s important to capture photography that evokes the feeling & emotions you want people to take away when they see your brand for the first time. Each photo should allude to the benefits you want this product to add to consumers’ lives.

Solution: Set out to find talent and locations that align with your brand. We found 4 models of different age ranges and shot at 4 different locations to create both lifestyle and product photography.

Takeaways:

// Plan. Plan. Plan. Pre-production is your best friend! 

// Set Variation – it is important to find places that have several places for you to shoot

// Capture a mixture of content  – for web or digital & different angles for different use cases

We are grateful to the Synrje team for entrusting us with the opportunity to bring their brand to life and are thrilled for its launch. We’re looking forward to the chance to collaborate with more CPG brands in the future, so if you have any questions or want to jump on a call reach out to us.