Packaging That Performs: How to Stand Out on Shelf

Great CPG branding is about more than creating something that looks good. It’s about making strategic decisions that help consumers notice your product, understand it quickly, remember it, and ultimately choose it.

In this course, brand and design expert Fred Hart breaks down the fundamentals founders should understand when building or evolving a consumer brand. You’ll learn how to establish a strong brand strategy before jumping into design, create a name that can grow with your business, make smarter front-of-pack decisions, and use packaging design and structure to differentiate your product in a crowded category.

Fred also explores what makes packaging truly effective, when investing in branding can have the greatest impact, and how founders can test their ideas with consumers before going to market.

Whether you’re creating a brand from scratch or refining an existing one, this course will help you approach branding and packaging as strategic tools for building recognition, driving trial, and creating a stronger foundation for growth.