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Our Consumer First® Approach

Everything starts with the consumer. That’s our only rule.

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We’ve built a philosophy on putting your Consumer First®, creating a process that enables collaboration with consumers throughout the creative process to ensure our innovative packaging delivers successful results for your brand.

Consumer First®

PKG’s Consumer First® approach is centered around putting the customer above all else. We focus not only on viewing the shopping experience through your consumer’s point-of-view, but actually engaging with customers and getting their opinions to better communicate an authentic brand story through package design.

With regular contact we are able to receive feedback and understand attitudes to create an advantageous package design strategy that will resonate with your consumers. This approach utilizes a series of steps that are modeled from Nielsen’s BASES.

Utilizing Nielsen’s BASES

Nielsen’s BASES, the 12 factors of success for simulated test marketing is widely known in the CPG sector, and can help predict a new product’s success. At PKG, we collaborate with consumers using the 3 factors that are most relevant to packaging design.



Be Remarkable.
Get Noticed.


Be Heard.
Land Your Message.


Be Focused.

How We Put Your Consumers First®

Retail Immersion

Every project begins by stepping into the consumer’s shoes and investigating the retail environment. What does your category look like? How do your products display in-store? Is your product in traditional grocery? Mass? C-Store? Dollar? Club? Specialty? How different is the shopping experience in each space? We’ll show you 50+ photos of your product on shelf across the country.

Brand Audit & Analysis

We do a deep dive into your brand and your competitors. We investigate the visual assets you have and break down the story you are communicating. We analyze your primary competitors to get a thorough understanding of your category’s strengths and weaknesses. We’ll tell you what consumers are saying about your brand and your competition.

Consumer Dialogue

We ask a lot of questions. You have to in order to understand how well your brand is communicating through your current package design strategy. We talk to highly screened consumers one on one. We do on-demand surveys and online tests with panels of targeted shoppers throughout the branding and packaging development. We do quick consumer reads to narrow down choices and nail the concept. We’ll share the results along the way too.

Consumer Chatter Tool

Our proprietary Facebook-like interface engages consumers in a two-way dialogue. The environment is low-stress and familiar, encourages honest assessments, and allows for targeted, conversational follow-up. We can engage consumers on their terms, during their time to hear and learn from their unbiased point-of-view.

Agile Consumer-Centric Design

We listen to your consumers. We translate ideas into concepts to get quick feedback, then iterate the designs, and repeat the process. This is our unique design approach, driven by an understanding of the consumer, for every solution we present to you.

Want to see how PKG’s Consumer First® approach can inform your packaging?

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