General Merchandise/HBC

CBX Launches Forge, a Volume Design Offering for CPG Companies, Retailers

Service created to help clients with complex product portfolios
cbx forge

NEW YORK — Brand design agency CBX has launched a new adaptive, high-volume design offering, Forge, a methodology and team of design experts that create product packaging scaled across thousands of product SKUs and dozens of product categories for retailers and consumer packaged goods (CPG) manufacturers.

The launch of CBX’s Forge service acknowledges that many clients now have complex portfolios with multiple product tiers, segments and pack types. Forge emerged from CBX’s experience with a brand-led approach to adaptive design for more than 50,000 SKUs for retailers and CPG companies such as Sam’s Club, Rite Aid, Duane Reade and Clorox and includes thousands of SKUs for Giant Eagle brand spanning all store categories; developing and executing thousands of SKUs for Walgreen’s stores across five brands throughout the center store; more than 2,000 SKUs for Duane Reade stores, encompassing multiple categories across five brands and three tiers; and 137 SKUs for Clorox across three tiers and eight countries.

“With traditional production-driven processes which focus on file production, it’s easy for brand strategy and design intent to get lost in translation for programs that live in hundreds of SKUs,” said Todd Maute, partner at CBX. “What sets Forge’s multi-SKU, volume design process apart for CPG companies and retailers is that we built on the belief that scaling a brand’s package design is not a production process. Rather, Forge embraces a creative process that provides clients with talented designers and project managers trained in agile best practices who ensure across-the-category brand consistency of execution. We believe that ensuring design integrity and creating systems that can flex across structures, tiers and categories is critical for our client’s success.”

New York-based CBX provides brand positioning and product portfolio architecture, identity design and corporate branding, package and private-label design and retail activation services. Clients include General Mills, Snapple, Hershey, Kroger, Wawa, Hormel, Smucker, Land O’ Lakes, Clorox, Mott’s, Purina Mills, Rite Aid, Cargill, Church & Dwight, Dairy Farmers of America, Lutron, Merck, Mondelez International, Pepsico, Proximo Spirits, Kimberly-Clark, Home Depot, Wakefern, Boston Scientific and Boston Beer.

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