CBX works from offices in New York and Minneapolis, building brand strategy and design around packaging, digital, and social touchpoints. The agency's roster includes leaders who came from NielsenIQ, Whole Foods, and Kite Hill, backgrounds that shape how it approaches consumer packaged goods and food brands. Its rebranding of Milk-Bone is cited as a case study in how a legacy pet food brand can be repositioned, and the agency has also taken on the challenge of launching a new brand in as little as three months.
Services span brand positioning frameworks, naming, visual identity, messaging and voice, and brand guidelines, but CBX also works further upstream through brand and portfolio architecture. That includes portfolio modeling, asset audits, and product hierarchy evaluation, work aimed at companies managing multiple sub-brands or product lines rather than a single identity. Research and insights feed into these engagements, informing how a brand's positioning gets set before design work begins.
On the execution side, the agency builds packaging identity systems and manages rollout across launch touchpoints, extending into digital and social experiences so a brand shows up consistently across omni-channel environments. This combination of upstream architecture work and downstream packaging and digital execution reflects a practice built around companies that need both strategic sorting of a brand portfolio and the design output to bring individual brands to market.