From Outdated Labels to a Full Rebrand with Philip McCauley | 178

The Profitable Graphic Designer

What happens when a former tech manager buys a 20-year-old health food business - and turns it into a modern, fast-growing CPG brand?

In this episode, I’m talking with Philip Macaulay, the founder of Vital Purple and the new owner of NaturalZing, a raw food company he’s rebranded and expanded. Philip shares how he took over an outdated brand with 500 SKUs, fixed the packaging, introduced new products, launched an entirely new superfood line, and is now building something he believes will disrupt the cacao industry.

Whether you're a designer working with CPG clients or a founder yourself, this is a rare behind-the-scenes look at rebranding, packaging, retail strategy, and launching innovative products from the ground up.

You will learn:

• What it’s like to rebrand a legacy brand while managing existing retail relationships
• How much he invested in branding and packaging for both product lines
• Why visual identity directly impacted retail growth and customer trust
• How Vital Purple is shifting the narrative around cacao products
• The overlooked link between design, storytelling, and sales in wellness brands

Grab a cup of coffee, your notes, and get ready to rethink what great branding actually means in the CPG space!

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