This picture is a lie.
A rebrand isn't a packaging renovation.

Over the last few months, I've watched a flood of oversimplified "before and after" graphics showing packaging redesigns for brands like Poppi and Siete. They create an absolutely false narrative that brands grow from obscurity to billion-dollar valuations through a single package redesign.

As part of the founding team for Freshpet, I can tell you that's not how it works.

The product and brand we initially brought to market was a far cry from what eventually went public and reached a valuation now well over $4 billion.

What these simplistic rebrand posts miss is that success comes from:

Creating a clear, intentional strategy that guides everything you do
Executing that strategy consistently over YEARS
Making thousands of aligned decisions that reinforce your brand's unique value
Sacrifice and commitment when results aren't immediate

Freshpet's success wasn't about a prettier package.
We challenged the accepted wisdom around pet food, faced skepticism from veterinarians and industry veterans, we were literally laughed at and persisted through countless setbacks.

Building a great brand isn't a single PowerPoint deck or design refresh.

It's showing up daily with intentionality and consistency. The packaging is just the packaging. The brand strategy is everything else.