PRINTCast: The PRINT Podcast Studio is a curated collection of cutting-edge podcasts we love about design, creativity, branding, books, and further subjects afield. Here’s the latest episode of Evolve CPG, a podcast about innovative leaders who are evolving the Consumer Packaged Goods industry by building better products and better brands to imagine a better world.
Design is so much more than aesthetics; it’s a tool for business.
Today’s guest, Fred Hart, is a Partner and the Creative Director at Interact, a branding and design agency similar in many ways to our own. Fred’s passion for design began with sneakers and has since transitioned to food. Interact’s approach is underpinned by the principles of “simplify to amplify” and “brave design” and, during this conversation, we discuss the work they do with small, niche brands, as well as larger, more mainstream ones (Fred might even change your perspective on “big food!”).
We also zoom out and talk about trends in the CPG market right now and Fred’s thoughts on the future of the space. As Fred says, the opposite of bravery is conformity. If you want to know how to stand out, this episode is a good place to start!
Key Points From This Episode:
- Exploring Interact’s ‘simplify to amplify’ strategic principle.
- The power of design as a business tool.
- Why Interact isn’t interested in design awards.
- What brave design is (and an example of what it looks like).
- A warning against putting every possible claim on your packaging.
- Working with small, niche brands versus bigger, more mainstream ones (and why “Big Food” doesn’t wholly deserve its negative reputation).
- Work Interact has done with niche brands that Fred is most proud of.
- Noteworthy design trends in the CPG market right now.
- Fred’s thoughts on personalization as the future of CPG.
- Interact’s approach to enhancing the sustainability of their company.
- Two brands Fred and his team at Interact began building when the pandemic hit.
- What Fred gained from the altMBA and AIGA Business Perspectives for Creative Leaders programs.