Jenelle Campbell

🎯 Here are THREE Canadian Packaging Before & Afters I LOVE ❤️ I just taught my "Suzie’s 4P Method" MasterClass dedicated to Positioning again. My deck is packed with Before & After (B&A's) Re-brand wins and a few of the “Brand Bombs,” too. I always say and coach: "Sweat the first 3 P’s BEFORE you launch and spend $$$" 1- Positioning / Packaging 2- Product Truth 3- Price–Value So that when you finally Launch and trigger your 4th P(P&L) and start spending on Awareness, Trial and Display ad Distribution, your P's are AS STRONG AS POSSIBLE. 💥 Thus, your ROI per every $ spent is as high as it can possibly be, which is the holy grail to EBITDA. That said... At almost every speaking event, I also talk about the competitive advantage that we "Scrappy Founders" have over Big CPG. I’ve worked at 5 Big CPGs: P&G, PepsiCo, Heinz, Conagra, and Weight Watchers. Big CPG has muscle: - They launch nationally - They can get an instant 80% distribution - They can exceed the critical minimum thresholds of Awareness & Trial spend HOWEVER ...Here’s what scrappy Founders have: 👀 We see trends before the big guys ❤️ We’re in-store, on the ground, and talking to real consumers ⚡️ We’re FAST, we see, decide, move, adapt, get it DONE, Repeat. 💡 We’re bold; we take risks that big CPG would not take 🌎 We think BIG So, Yes, in theory, nail your 3P's BEFORE launching. But real-life Startup life? Evolve fast. At Love Good Foods Fats, in our first 2 years, I: => Changed the packaging 4x => Tweaked the formula 3x => went from 2 products to 12 products (and 80 skus between 🇨🇦 , 🇺🇸 and channels) Also went from $0 to $8M in Canada…then $47M with some US doors Sometimes, it's ok to rapid-evolve. Sometimes also, like Blender Bites or SimplyProtein, you can do a full-180 Re-Brand I'm now working with Three Farmers Foods on an exciting Re-Brand. =>Tag a Canadian brand you LOVE. => Post a Before & After that inspired you. #StayTuned.#BrandBuilding #CanadianStartups #PackagingDesign #FoundersHelpingFounders

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As we continue to unveil The Dichotomies of 2026, I had the pleasure of contributing to Cosmetics Business’ forecast on the packaging trends set to define the year ahead. What we’re seeing is a clear reset. After years of maximalism, hyper-bright palettes and layered materials, 2026 is shaping up to be the year packaging reclaims calm, clarity and credibility. A move towards less but better - driven by consumer desire for emotional ease and brand responsibility. In the piece, I spoke about the rise of streamlined materials. After years of over-engineered packs, beauty is shifting to simplicity, with mono-materiality emerging as the new marker of value. This is driving a cleaner aesthetic - matte finishes, neutral tones, industrial honesty. Constraints aren’t limiting creativity, they’re sharpening it. We’re also seeing printed imperfection take hold. A human counterpoint to AI’s perfection, found in raw papers, off-register prints and characterful type as powerful signals of authenticity. Check out the full breakdown here: https://lnkd.in/eyjcmcgZ A huge thank you to Cosmetics Business and Lynsey Barber for featuring my predictions for the year ahead - with more of our 2026 outlook still to come. #2026trends #trendforecasting #packagingtrends

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We asked our designers to think like creative strategists. And our strategists to step into execution. And yes, we’re proud of that decision. Not because it looks impressive. But because we’ve seen what happens when creatives stay in the same lane for too long. The first reaction is usually: Low efficiency. Waste of resources. Delayed output. And honestly? They’re not wrong. On paper, it does sound inefficient. It probably sounds that way to you too, while reading this. But here’s what we’ve learned: Burnout doesn’t happen because people don’t love their work. It happens because they love it too much. They overthink. They push harder. They chase originality every single day. Until passion starts feeling like pressure. We’ve seen it. Designers losing joy. Writers doubting themselves. Strategists feeling drained. So sometimes, we step in. For a day. Maybe two. Without hampering client work. Without missing deadlines. Without compromising quality. We ask them to switch teams. Join new conversations. See different perspectives. Step out of their bubble. Yes, it may slow things down. Yes, it may look like a “waste” on paper. But we’d rather lose a little efficiency than lose our people’s creativity. Because when they return, they don’t come back tired. They come back refreshed. Curious. Motivated. Creative again. In a field where ideas are our biggest asset, protecting creative energy is not a luxury. It’s a responsibility. We don’t chase short-term efficiency at the cost of long-term burnout. We choose sustainable creativity. We choose people over pressure. We choose growth over grind. Because no one can stay “extra creative” by staying in the same lane forever. We’d love to hear your thoughts. How do you protect your creativity when work starts feeling overwhelming? We’d love to hear your thoughts.

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Vulnerability sells because it creates recognition, not admiration. People don’t buy because a brand is impressive. They buy because a brand understands them. Content and copy strategy isn’t just something you see on your feed—it’s the way the person behind the words thinks, notices, and feels that quietly reaches across the distance and makes someone on the other side feel understood. #Copywriting #ContentStrategy #CreativeMarketing

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Most people who aren’t Creative Directors (or who aren’t in creative industries) might think being a CD is glamorous. But if you’ve ever had to CD or direct anything, you know the truth: It’s about humility. It’s about tight communication. And more than anything, it’s about being an air traffic controller.

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🚀 New Packaging Design Project Reveal Excited to share my latest packaging design project for a kids fitness toy brand: 🏋️‍♂️ Tiny Barbell Club   🎯 Kids 4-in-1 Weightlifting Play Set  The goal was to create packaging that feels: • Playful for kids   • Trustworthy for parents   • Clean and retail-ready for Amazon  I developed a soft pastel color palette (lavender, mint, peach) to create a friendly and gender-neutral appeal, while the illustration style communicates energy, confidence, and fun. The challenge was balancing: ✔ Strong shelf presence   ✔ Clear product communication   ✔ Emotional connection   ✔ Print-ready production setup  Every panel was carefully designed to maintain brand consistency, hierarchy, and readability — both for physical retail display and high-conversion eCommerce listings. This project reflects my approach to packaging: Strategy first. Design second. Conversion always. What do you think about kids fitness as a growing category? 💭 #PackagingDesign #ToyPackaging #BrandIdentity #AmazonFBA #GraphicDesign #ProductPackaging #DesignByUmair

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Established brands don't need more design options.  They need better execution.  Stop asking for 10 logo concepts.  Start asking for 1 concept executed flawlessly across every touchpoint.  Stop collecting creative options.  Start perfecting creative systems.  Stop chasing shiny new ideas.  Start mastering what already works.  Quality over quantity wins every single time.  Focus beats variety.  Always.  #designexecution #brandexecution #creativefocus #qualityoverquantity #brandconsistency #designsystems

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My client just sent me a brand style guide for the packaging job I'm working on. The designer has listed out all the fonts, weights, variants - which is great, but zero info on how to actually apply them properly. Brand styleguides aren’t meant to be a pick-and-mix situation, where everyone just chooses whatever feels right in the moment. Without clear rules on hierarchy, when to use what, or even basic examples, everyone will just end up guessing and that's how a brand slowly starts looking inconsistent. A good guide should spell out the usage, not just dump the assets and off you go.

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🌟 Pro Tip: Résumés Are you a creative professional struggling to land that next-level role? ➡️ Write your résumé for the job you want, not the job you’re currently doing. This is the single biggest tip I give all my clients looking to level up. If your résumé only reflects what you’re doing now, it’s likely to land you right back where you already are. Instead, find an ideal job description and highlight the skills and experience they’re looking for—then reflect those in your résumé. Sounds simple, right? It works every time. ✨ For more tips, follow me! And if you really want to accelerate your creative career, get 1:1 career coaching with Gabi - Get Unstuck! Coaching program. Book your FREE discovery call. Link in bio.

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Trap your creatives with clear and defined boundaries to your brief. Make sure to include three non-negotiables in your submission. Create an enclosure to contain and focalize your otherwise nomadic and adventurous creatives. One non-negotiable creates a wall—easily circumvented. “Make it pop,” doesn’t count. Two non-negotiables create a corner, and we all know the outcomes of backing somebody into a corner. When it comes to creatives, think feral raccoon. Three non-negotiables create an enclosure—a focused environment that provides the necessary restrictions while creating the available sandbox for your creatives to play. These rules can have a variety of sources, but must be objective, specific, and not open to interpretation. Examples include: 1)       Palette 2)       Specific Image 3)       Specific Copy 4)       Dimensions 5)       Total Run Time You can give up to five non-negotiables before running the risk of creating a “Globe of Death.” You know, the giant steel cage motocross bikes spin around and around in? Too many non-negotiables inch closer to creating a circular sandbox, where creative loses more and more of the opportunity to problem solve, and you end up with a product somewhere on the edge of the brief, rather than at the core. In the coming days, I will continue to expand on this idea of The Triangle Brief. Creatives, what are some of the best three non-negotiables you don’t leave a briefing without?

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This is a great example of design thinking at scale: Axe is addressing fragrance overuse with new spray technology and tying it into a broader campaign. When packaging design becomes a communication tool, brands win on function and message alignment. Lesson for marketers: Packaging isn’t just aesthetics — it’s a strategic touchpoint in the brand experience. #DesignStrategy #BrandInnovation #MarketingInsights #ConsumerBehavior

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Halloween isn’t just orange and black anymore. It’s violet, acid green, citrus gold... And it's only getting bolder. Seasonal colorways are shifting. Retailers are embracing high-contrast palettes that do two things: -Photograph well (hello, content marketing), -Pop in-store without relying on overused icons. What we’re seeing: 🟣 Purple plays off retro cartoons and adds camp appeal 🟧 Gold + orange combos revive nostalgic Halloween packaging 🟩 Acid green keeps it playful, not scary It’s not just decor, it’s merchandising with mood. From trick-or-treat aisles to seasonal soft goods, color is now a storytelling tool. Inside the TrendVision Color Report: ✓ Color hues for 2026 holidays ✓ Pantone pairings for product development ✓ Visual direction for multi-category cohesion ________________________________________ TrendVision’s Halloween 2026 Report breaks down how gifting rituals are reshaping product lines across soft goods, decor, and seasonal displays. 👉 Now available inside the full report: https://shorturl.at/0Fxom #TrendVision #Halloween2026 #HolidayColors #TrendForecast #CreativoDesignStudio #ProductDevelopment #HomeDecor #VisualMerchandising

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The future of typography is being reimagined by AI — but where does that leave human creativity?  Monotype’s Executive Creative Directors, Charles Nix and Phil Garnham, set out to answer this important question in our latest exploration: “Human Types & AI.”  This project dives into the intersection of artificial intelligence and human expression in type design, featuring powerful insights from leading voices in the field — Sina Otto (Monotype), Matthieu Salvaggio (Blaze Type), and Matteo Bologna (Mucca Design & muccaTypo). Discover what they uncovered in these thought-provoking design conversations: https://lnkd.in/eBJAjGFk Image credit: Robert Connelly  Website designed by: Kaleido Grafik   #TypeTrends #ReVision

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