CBX is a brand & design agency. This document shares some of our brand, design, experience, retail activation and innovation work for select clients.

3. A brand without cultural resonance is
just another commodity. A brand without
commercial success is an exercise in
vanity. A brand that blurs the lines
between these forces? Well, now we’ve
got a brand to believe in.
Follow along with how we make it all
happen with a little rockin’ and rollin’
and whatnot.

4. Research & Insights
Purpose, Meaning,
& Story
Positioning
Architecture
Design Strategy
Identity Design
Package Design
Retail & Environment
Design
New Product, Service
& Experience Design
Rapid Prototyping
Brand Growth
Platforms
Naming
Nomenclature Systems
Lingustics & Trademark
Messaging
Voice
Brand Experience
Event Production
Retail Activation
Brand Launches
Internal Engagement
STRATEGY DESIGN INNOVATION
VERBAL
IDENTITY
EXPERIENCE
& ACTIVATION
We are independently owned
and operated, with offices in
Minneapolis and NYC.

5. We are constantly connecting,
evolving, and innovating with an agile
and collaborative process that feels fresh,
never staid and always moving.

9. Pushing a regional craft butcher onto a national stage required a brand as big
and bold as its appetite for growth.
IN MEAT
WE TRUST
WHAT WE DID
Research & Insights
Purpose & Meaning
Brand Identity
Packaging Design
Launch Activation
Brand Guide

10. HERE COMES
THE SUN,
LITTLE DARLIN’

11. CBX transformed MaraNatha Nut Butters into the brightest spot of your day.
And your sandwich.
WHAT WE DID
Research & Insights
Design Strategy
Identity Design
Packaging Design

12. WELCOME
TO THE
VALLEY
Under the mantra of “Healthy Food for All,” CBX helped launch
a friendly, accessible organic fruit and vegetable brand.
WHAT WE DID
Purpose & Meaning
Packaging Design
Identity Design
Brand Launch
Website Design
Social Media Content
Activation Strategy

15. Within our massive overhaul of Duane Reade stores, CBX created a number
of brands and in-store destinations that aligned to our “New York Living
Made Easy” platform, including a growler bar in Brooklyn.
S TA R T
S P R E A D I N G
T H E B R E W S
WHAT WE DID
Naming
Brand Identity
Packaging Design
Retail Experience Design

17. Evolve to be the brand you need
today & want to become tomorrow.
You gotta keep it fresh, but don’t
forget to keep it YOU.

19. WELLNESS
AS
SECOND
NATURE
CBX helped a brand that was natural
before natural was cool find a new
and modern approach to regain its
OG status in the category.
WHAT WE DID
Research & Insights
Purpose & Meaning
Brand Voice
Design Strategy
Brand Identity
Packaging Design

20. FROM SIMPLY
CEREAL
TO SIMPLE
WELLNESS
CBX re-staged an iconic brand for
an evolving consumer, highlighting
simple ingredients to reveal the
health and wellness star it’s
always been.

21. WHAT WE DID
Design Strategy
Brand Voice
Identity Design
Packaging Design

23. DEEP-ROOTED BEAUT Y
A classic natural brand, Avalon Organics teamed up with CBX to refresh the brand,
bringing a distinct, holistic beauty to our customer’s quest for a deeper truth.
WHAT WE DID
Research & Insights / Purpose & Meaning / Brand Identity / Packaging Design / Brand Guide

24. DISTINCTIVE
BY NATURE
WHAT WE DID
Purpose & Meaning
Design Strategy
Brand Architecture
Identity Design
Packaging Design
CBX worked to elevate the brand
through the highly unique nature
of its product—the colors, origin
and unforgettable taste.

27. BETTER WITH BUTTER
CBX helped a heritage brand stand out at shelf in an increasingly more crowded category.
WHAT WE DID
Design Strategy / Brand Architecture / Brand Identity / Packaging Design

30. How do you walk the walk when you talk the talk?
It’s not enough to just look good and sound good.
You need to bring the experience.

32. CBX brought the story, flavors and fun of Baked by Melissa to life
through a textural riot of color and ingredients.
THE SWEET LIFE WHAT WE DID
Design Strategy
Store Design

34. T H E A R T
O F E X P E R I E N C E We partnered with Sotheby’s and BMW to transform the ultimate driving machine into
an experiential art form that would thrill even the most discerning NYC enthusiasts.
WHAT WE DID
Experience Design
Event Production

37. C H E E R S T O
E V E R Y T H I N G
We gave the outsized luxury of Veuve Clicquot a modern millennial twist,
celebrating occasions large and small with year-round activations that
bring the brand to life both on and off-premise.
WHAT WE DID
Design Strategy
Brand Activation
Experience Design
Retail Design

39. A M O D E R N
C L A S S I C

40. The Art of Shaving consumer values the attention given to fine details
and craftsmanship. CBX helped to codify the consumer target, brand and
experience through a carefully curated brand guide.
WHAT WE DID
Design Strategy
Identity Design
Packaging Design

41. CBX designed the packaging for the Morris Park
Collection – a specialty line of razors named after
one of the first auto-racing arenas in the United
States. The classic colors and details of the packaging
and the razor evoke a the timeless style of a vintage
race cars.

44. Duane Reade saw an opportunity to build a beauty destination. But their dated store
experience was in desperate need of a makeover. CBX transformed the store expe-
rience to better serve their New York City customers under the mantra, “New York
Living Made Easy.” A key pillar of this transformation was the development of the Look
Boutique, Duane Reade’s signature beauty destination. Not only was the retailer able
to attract a robust beauty portfolio, we also created Prevail, Duane Reade’s own beauty
brand, positioned to compete with leading national and specialty brands.
WHAT WE DID
Design Strategy
Naming
Packaging Design
Retail Design
B E A U T Y
D E S T I N AT I O N

45. S TA R T Y O U R
E N G I N E S

47. Team Valvoline partnered with CBX to bring innovation to the
DIY motor oil category that would add material value to the
user experience, simplify the shopping experience, and elevate
the brand.
WHAT WE DID
Innovation
Brand Architecture
Design Strategy
Packaging Design
Structural Design

48. F R O M B A K I N G
T O M A K I N G

49. Pillsbury is a true American icon with nearly universal recogni-
tion and positive sentiment from consumers across the country.
However, its relevancy was waning as the brand struggled to
connect with a new generation of families. With no clear under-
standing of its place in this new cultural landscape, the Pillsbury
team partnered with CBX to define the brand’s purpose and
meaning in order to unlock future growth.
WHAT WE DID
Research & Insights
Purpose & Meaning
Brand Voice
Design Strategy
Brand Architecture
Packaging Design

52. CBX partnered with Kroger to create Bromley’s
For Men, the only brand that delivers the quality
guys care about while cutting out all the crap
they don’t. It’s a brand not afraid to ask the tough
questions like: Do you have a face? Do you have
hair on said face? Do you appreciate not having
to spend stupid amounts of money grooming said
hair on said face? Because Bromley’s for Men was
created for all men of all types with, well, a face.
WHAT WE DID
Purpose & Meaning
Brand Voice
Messaging
Design Strategy
Digital Storefront Design
Social Media Strategy
Campaign Development
F O R M E N W H O
H AV E A FA C E

53. S P R E A D I N G
T H E L O V E

55. It’s one of the most iconic and recognized
brands of our time. However, as Chee-
rios continued to expand, the strength
of its equity was becoming diluted. We
redesigned the portfolio to make every
box, every flavor, every expression live up
to the Cheerios name.
WHAT WE DID
Purpose & Meaning
Design Strategy
Brand Architecture
Packaging Design

56. G O I N G F O R
G O L D

57. Bakers have a need for the structure and
control that enables them to create and
recreate – through exacting recipes, careful
choreography, and oral traditions – the
same experiences again and again. They
want a standard of quality they can rely on.
As Millers, the Gold Medal was the symbol
for that unwavering standard and reliability
that needed to bring forward.
WHAT WE DID
Brand Purpose & Meaning
Brand Voice
Design Strategy
Identity Design
Packaging Design

59. T E L L M E
S O M E T H I N G
G O O D
General Mills wanted to disrupt the center aisle with a new product
line of sauces and coatings. While the product was great, they shared
doubts that any of their existing brands would be able to get noticed.
So we asked them, “What would we do if we weren’t General Mills?
What if we just tried to disrupt the category with a great food story?”
WHAT WE DID
Innovation
Purpose & Meaning
Naming
Design Strategy
Identity Design
Packaging Design

60. W E L L , W E L L ,
W E L L

61. In creating the TeaWell™ brand, we set out to reimagine wellness teas, bring-
ing delicious flavors forward for a total trifecta of mind, body and taste in a
single experience. The brand’s identity centers around the daily wellness core
of mental vitality, antioxidant, immune, and digestion support. The vibrant
watercolor artwork is used to express the taste excitement of each flavor.
WHAT WE DID
Brand Voice
Messaging
Identity Design
Packaging Design
Website Design

63. D E S I G N T H AT ’ S
G O O D F O R
Y O U R H E A LT H

64. We created an intuitive brand name, First Take, to ensure health care pro-
viders could easily understand, remember and offer the program. Custom
packaging, identity system, and voice messaging were all designed to
provide a warmer, more human first experience, to help people start the
right way, right away.
WHAT WE DID
Consumer Journey Mapping
Naming
Identity Design
Brand Messaging Voice
Service Experience Design
Structural Design