ChatGPT answers, unedited

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• Damen Jackson - 954 W Washington Blvd, Ste 750, Chicago, IL 60607
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States

For a Fulton Market plant-based food startup, I’d shortlist:

• Seedhouse — especially strong fit for food/CPG packaging + brand story + naming/copy, with sustainability credentials. Seed House Seed House
• Design B&B — strong if you want a fresh, consumer-forward voice alongside packaging and identity; they explicitly offer tone-of-voice and verbal identity. Design B&B
• The Food Group — worth considering if sustainable packaging and food-industry expertise are central; they’re actually in Fulton Market and explicitly discuss sustainable packaging.
• Soulsight — a larger CPG specialist if you're preparing for significant retail expansion. soulsight.com

My first three calls would be Seedhouse, Design B&B, and The Food Group, asking each for 2–3 examples involving plant-based/better-for-you brands, sustainable materials, and distinctive verbal identity.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Elevate Packaging - 2010 W Fulton St, Chicago, IL 60612, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging, not just general brand identity. You likely need someone who can translate sustainability into a credible consumer story (avoiding “greenwashing”), build a strong shelf presence, and develop a voice that works across packaging, retail, DTC, and social.

Here are the Chicago-area shops I’d put on your shortlist:

Best-fit shortlist

Seedhouse — strongest CPG packaging fit

DirectionsWebsite[Call](tel:+1 773-661-6997)

Seedhouse is a Chicago packaging and brand design studio focused on consumer brands, including food, beverage, and supplements. They work on packaging systems, identity, naming, and brand strategy—useful if you’re moving from “startup product” to a scalable retail brand. Seed House

Good fit if you need:

• Packaging architecture for multiple SKUs
• Retail-ready design
• A brand story that can compete with established CPG players
• A partner comfortable with emerging brands

Soulsight — best for a bigger strategic brand build

DirectionsWebsite[Call](tel:+1 312-982-2400)

Soulsight specializes in CPG branding, including strategy, identity, packaging, and brand systems. They’ve worked with major consumer brands, so they may be a fit if you’re building toward national retail. Soulsight

Good fit if you need:

• Positioning (“why us?” in a crowded plant-based category)
• Brand platform and voice
• A more sophisticated CPG strategy

Kaleidoscope — best if packaging innovation matters

DirectionsWebsite[Call](tel:+1 773-722-9300)

Kaleidoscope combines packaging design, prototyping, and CPG-focused brand work. Their in-house making/prototyping capabilities can be valuable when materials, structure, and sustainability claims are central.

Good fit if you need:

• New packaging formats
• Material exploration
• Strong physical shelf impact

Design B&B — strong West Loop/Fulton Market-adjacent option

DirectionsWebsite[Call](tel:+1 312-753-3037)

Design B&B is a Chicago brand strategy and design agency with experience across identity, packaging, and brand systems.

Good fit if you need:

• A fresh, modern brand voice
• A founder-friendly creative partner
• Packaging plus broader brand expression

Elevate Packaging — for sustainable packaging execution

DirectionsWebsite[Call](tel:+1 773-276-4554)

If you already have branding direction and need help making packaging more sustainable, Elevate Packaging focuses on compostable packaging and sustainable packaging solutions.

Good fit if you need:

• Compostable materials
• Packaging sourcing
• Material alternatives

My suggested outreach order for your situation

1. Seedhouse — if your main goal is “make this a breakout plant-based CPG brand.”
2. Kaleidoscope — if packaging materials and sustainability are a major differentiator.
3. Soulsight — if you’re preparing for major retail expansion or fundraising.
4. Design B&B — if you want a sharper, more lifestyle-driven brand personality.
5. Elevate Packaging — as a packaging specialist alongside a branding agency.

When you contact them, I’d avoid saying only “we need sustainable packaging.” I’d frame the brief more like:

“We’re building a plant-based food brand from Fulton Market and need a brand identity, voice, and packaging system that feels modern, credible, and sustainable—without looking like typical eco-food branding.”

A few questions would change the recommendation:

• Are you consumer packaged goods (grocery/freezer/shelf) or a restaurant/foodservice concept?
• What stage are you at (pre-launch, first sales, scaling)?
• What’s the approximate budget for branding + packaging ($10–25k, $25–75k, $75k+)?

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• Damen Jackson - 954 W Washington Blvd, Ste 750, Chicago, IL 60607
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610

Yes. For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging—not just general brand identity—and can make sustainability feel fresh and desirable rather than “eco” in a predictable way.

My Chicago shortlist

1. Seedhouse — best overall fit

This would be my first call. Seedhouse is a Chicago boutique specializing in food, beverage and CPG branding/packaging, with brand strategy, naming, research, identity and packaging all under one roof. Their positioning is explicitly about helping emerging brands differentiate and grow. Seed House

Why I'd like them for you: likely the right balance of strategic thinking + entrepreneurial attention + shelf-ready packaging. I'd ask specifically about their experience translating sustainability into a distinctive brand story rather than simply using kraft paper/green colors.

2. Studio Malt — best if sustainability is central to the brand

This is the sleeper pick. Studio Malt describes its practice around responsible branding, packaging and illustration, including deliberately questioning unnecessary choices and pursuing more sustainable options and environmentally/socially responsible collaborators.

Why I'd call them: if your ambition is something like “plant-based, but culturally cool and genuinely responsible”, their philosophy sounds unusually aligned.

3. PKG Brand Design — best for serious retail/CPG scale

PKG is heavily focused on consumer packaging, particularly food and beverage, with capabilities spanning brand strategy, naming, identity and packaging. PKG Branding

Why: strong choice if you're preparing for Whole Foods, Target, regional grocery, etc., and need packaging that has to perform commercially across multiple SKUs. I'd expect a more polished/established-agency feel than Seedhouse.

4. Kaleidoscope — best for packaging innovation

Kaleidoscope has deep CPG packaging expertise, including structural packaging, prototyping, implementation and consumer validation, in addition to brand identity and packaging. Kaleidoscope Agency

Why: particularly compelling if “sustainable packaging” means you want to rethink the actual format/materials—not just redesign the graphics.

5. Soulsight — best for a bigger brand-platform exercise

Soulsight combines CPG strategy, positioning, identity, packaging and copywriting, with substantial experience on national consumer brands. Soulsight

Why: I'd consider them if you're at the point where the question is bigger than packaging—Who are we? What cultural territory do we own? How should we talk? They may be more agency than you need if you're still very early.

One particularly interesting Fulton Market option

The Food Group is actually at 1114 W Fulton Market, so you're practically neighbors. It's a food-and-beverage-focused agency covering branding, creative, content, media and shopper marketing, and its positioning explicitly discusses sustainable packaging, reducing single-use plastics and food waste.

I'd put them on the list if you want brand voice + campaign/content + go-to-market, rather than primarily a packaging design specialist.

Who I'd pitch first

If I were running the startup, I'd take three meetings:

And I'd give all three the same brief:

“We don't want a generic plant-based brand. We want a contemporary food brand where sustainability is intrinsic to the product, but the brand voice is appetizing, confident, culturally relevant and a little unexpected.”

That will tell you very quickly which agency actually gets the opportunity.

One caveat: I wouldn't choose an agency solely because it says “sustainable packaging.” Ask each one what materials/manufacturing decisions they have actually influenced, whether they have food-label/compliance experience, and how they balance recyclability/compostability with shelf life, barrier properties, cost and real-world disposal infrastructure.

If you tell me what the product is (frozen, refrigerated, snack, sauce, meat alternative, etc.), your rough packaging format, and whether you're pre-launch or already in retail, I can narrow this to the best 3 and compare likely fit, portfolio, pricing level and who I'd contact.

Yes. For a plant-based CPG startup in Fulton Market, I’d prioritize agencies that can do more than make the package pretty: you want sustainable-material thinking + strong shelf differentiation + a distinctive verbal identity.

My Chicago shortlist

1. Seedhouse — my first call
   • Boutique CPG specialist with deep food/beverage packaging experience.
   • Does brand strategy, identity, naming, copywriting, tone of voice, and packaging under one roof. www.seed-house.comwww.seed-house.com
   • Particularly attractive for an emerging brand because they describe themselves as bringing big-agency strategic thinking without the overhead.
   • They also have an explicit environmental commitment through 1% for the Planet. www.seed-house.comwww.seed-house.com
   • Best for: turning "plant-based + sustainable" into a brand that feels culturally fresh rather than worthy/earnest.

2. Studio Malt — strongest sustainability/design fit
   • Small Chicago studio explicitly focused on responsible branding, packaging and illustration.
   • Their positioning emphasizes challenging unnecessary choices and seeking more sustainable options with environmentally/socially responsible collaborators.
   • Best for: a founder-led brand where sustainability needs to be baked into the design philosophy, not simply communicated on-pack.

3. PKG Brand Design — strongest CPG/packaging specialist
   • Very packaging-centric, with food & beverage experience and strategy → identity → packaging execution.
   • They also offer consumer testing, which could be useful if you're trying to determine whether a bold plant-based positioning actually cuts through at shelf. www.pkgbranding.com
   • Best for: a retail launch where packaging performance and scalability matter more than having a tiny boutique partner.

4. Kaleidoscope — best if packaging innovation is central
   • 30 years of CPG experience, with brand identity, packaging, structural packaging, prototyping and production capabilities. www.thinkkaleidoscope.com
   • Best for: unusual formats/materials, physical prototyping, and making sustainability work alongside manufacturability.

5. Firebelly Design — best for a mission-driven brand voice
   • More of a broad strategic/design studio than a pure CPG packaging shop.
   • Particularly strong around verbal identity, naming, copywriting, research and socially conscious brand strategy.
   • Best for: if your bigger question is "What should this brand stand for and how should it talk?" rather than simply "How should our pouch look?"

One wildcard: stay literally in Fulton Market

The Food Group is at 1114 W Fulton Market and is heavily focused on food/beverage. Its capabilities span branding, creative, content, media, PR and shopper marketing, and its positioning specifically discusses sustainable packaging and reducing food waste.

I wouldn't make them my first choice for pure brand design, but they're interesting if you're looking for a food-industry marketing partner alongside the brand/packaging work.

How I'd narrow it

My recommendation: brief Seedhouse, Studio Malt, and PKG and ask all three the same question: "How would you make a plant-based food brand feel culturally relevant and desirable without leaning on the usual green/natural visual clichés—and how would you translate that into a genuinely lower-impact packaging system?"

That should reveal very quickly who actually understands the opportunity versus who will just put leaves and kraft paper on it.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States
• DRC Chicago - Design Resource Center at Bunker Labs in 1871 - 222 Merchandise Mart Plz, Fl 12, Chicago, IL 60654

For a plant-based food startup in Fulton Market, I’d shortlist these rather than treating “branding agency” as a generic search. I weighted food/CPG experience, packaging depth, brand voice/strategy, and sustainability orientation.

My top 4

1. Seedhouse — best overall fit

This would be my first call. Seedhouse is a Chicago boutique specializing in food, beverage and CPG packaging + brand identity, with strategy, naming, research and positioning alongside the visual work. They also have a notably strong sustainability signal: they say they've been certified 1% for the Planet for three years. Seed House

Why I'd pick them: You aren't just asking for prettier packaging—you want the brand voice and positioning to evolve alongside it. Seedhouse appears set up for that exact combination.

2. Soulsight — best if you're aiming for a bigger, category-defining brand

Soulsight is much more established and has deep CPG expertise across brand strategy, identity, packaging and copywriting. Their work spans major food and consumer brands. Soulsight

Why I'd pick them: If you're preparing for serious retail expansion and want the brand to feel like it could sit beside established national CPG players.

3. Kaleidoscope — best for packaging innovation

Kaleidoscope is particularly strong when the packaging itself is a strategic differentiator. They combine brand identity, packaging, structural packaging, prototyping, production and consumer validation, with substantial food/beverage experience. Kaleidoscope Agency

Why I'd pick them: If you're contemplating unusual formats, materials, structures, or a packaging system that needs to scale across lots of SKUs.

4. Design B&B — interesting boutique alternative

They're in the West Loop and combine brand strategy with packaging, including positioning, competitive analysis and packaging systems. Their category experience includes food & beverage and health/wellness.

Why I'd pick them: If you want a more intimate independent-agency relationship rather than a large CPG specialist.

One wildcard: especially relevant to Fulton Market

The Food Group is actually at 1114 W Fulton Market, so you're practically neighbors. It's more of a food-and-beverage marketing agency than a pure packaging design shop, but its capabilities include brand/category strategy, communications and shopper marketing, and it explicitly talks about sustainability and sustainable packaging.

That could be compelling if your definition of “fresh brand voice” extends beyond the package into launch strategy, social, retail, PR and broader communications.

And one particularly relevant Fulton Market option

ALL FOR™ Agency is actually based in Fulton Market/West Loop and explicitly offers brand strategy, messaging/taglines, packaging systems, packaging redesign and production-ready files. ALL FOR™ ALL FOR™

For a startup, I wouldn't overlook them. They may be a better-sized partner than a large CPG agency if you're still shaping the brand rather than managing a 20-SKU national portfolio.

How I'd rank them for your brief

If I were the founder, I'd take three pitches: Seedhouse + ALL FOR™ + Kaleidoscope. That gives you three substantially different agency models: strategic CPG specialist, nimble local studio, and packaging/innovation heavyweight.

One important caveat: I'd make “sustainable packaging” a design requirement, not just a branding aesthetic. Ask each agency to show you how they'd evaluate substrate/material choices, recyclability/compostability claims, structural efficiency, ink/printing choices, and end-of-life messaging—not merely put leaves on the package. TEAM Concept, for example, specifically discusses FSC-certified/recycled stocks and soy-based inks, illustrating the kind of production expertise worth bringing into the conversation. teamconceptprinting.com

If you want, I can also pull 8–10 Chicago agencies and rank them specifically by plant-based/vegan food portfolio, sustainability credentials, likely budget tier, and “cool/fresh” creative style.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Elevate Packaging - 2010 W Fulton St, Chicago, IL 60612, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG, food packaging, sustainability claims, and a distinctive consumer voice—not just general brand studios. The strongest fits I’d shortlist:

Top picks

1. Seedhouse — best overall fit for an emerging food brand

DirectionsWebsite[Call](tel:+1 773-661-6997)

Seedhouse is probably where I’d start for a startup. They focus on CPG packaging and brand-building, with experience across food, beverage, supplements, and emerging brands. They’re set up for the stage where you need to turn a good product into a shelf-ready identity system. Seed House

Good for:

• Plant-based food positioning
• Packaging systems that can scale from 1 SKU to many
• Retail shelf differentiation
• A founder-friendly process

Ask them for: a brand strategy + packaging architecture engagement, not just a logo package.

2. Soulsight — best if you’re aiming for national CPG growth

DirectionsWebsite[Call](tel:+1 312-982-2400)

Soulsight is a more heavyweight CPG branding partner. Their work centers on brand strategy, identity systems, packaging, and consumer packaged goods, making them a strong choice if you’re thinking Whole Foods, Target, Sprouts, or national retail expansion. Soulsight Soulsight

Good for:

• Building a brand with long-term equity
• Category strategy (e.g., “what does plant-based mean in your category?”)
• Packaging systems across multiple products

Potential downside: likely a bigger-agency engagement than a very early startup needs.

3. Kaleidoscope — best for packaging innovation and prototyping

DirectionsWebsite[Call](tel:+1 773-722-9300)

Kaleidoscope is worth considering if packaging is a major differentiator—especially if you’re exploring new formats, materials, or a premium physical experience. They combine packaging design, prototyping, and CPG expertise. Kaleidoscope Design Agency

Good for:

• Sustainable packaging exploration
• Structural packaging
• Retail-ready execution

4. Design B&B — best for a modern, approachable food brand voice

DirectionsWebsite[Call](tel:+1 312-753-3037)

Design B&B works across brand strategy, identity, packaging, and activation. Their West Loop location also makes them a natural neighborhood fit for a Fulton Market startup.

Good for:

• A fresh, culturally relevant voice
• DTC + retail crossover
• Brands that need personality, not just “healthy food” cues

5. ALL FOR™ Agency — best nearby boutique option

DirectionsWebsite[Call](tel:+1 773-206-0323)

ALL FOR™ is literally in the Fulton Market/West Loop area and offers brand strategy, messaging, and packaging design. For a founder-led company wanting close collaboration, their size and location could be appealing. ALL FOR™ ALL FOR™

Good for:

• Faster-moving startup work
• Brand voice + identity + packaging together
• Local collaboration

My shortlist for your specific brief

If I were choosing based on plant-based + sustainable packaging + fresh voice, I’d make the first calls:

1. Seedhouse — best balance of startup fit + food packaging expertise
2. ALL FOR™ — best local/Fulton Market relationship
3. Kaleidoscope — best if packaging innovation is central
4. Soulsight — best if you’re preparing for major retail scale
5. Design B&B — best if the brand needs cultural personality

What I’d put in the agency brief

Don’t lead with “we need sustainable packaging.” Lead with:

• Who you’re trying to replace or disrupt (e.g., legacy frozen food, dairy snacks, meat alternatives)
• Your sustainability proof points (materials, sourcing, carbon, waste reduction)
• The emotional territory you want to own (“chef-crafted,” “fun,” “radically transparent,” “everyday affordable,” etc.)
• Where you sell now and where you want to sell in 24 months

One caution: many agencies can make packaging look sustainable; fewer can help you avoid vague “eco” language and build a credible sustainability story.

I’d also consider pairing a brand agency with a packaging/materials specialist if your packaging claims are a major part of the value proposition. Elevate Packaging, for example, specializes in compostable packaging and labels and could complement a branding partner.

• Soulsight - 110 N Wacker Dr, Chicago, IL 60606
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612
• DesignScout - 1801 W Belle Plaine Ave #201, Chicago, IL 60613
• Elevate Packaging - 2010 W Fulton St, Chicago, IL 60612
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606
• Bright Ideas Company - 100 S State St, Chicago, IL 60603
• PacksDo - 950 W Foster Ave, Chicago, IL 60640
• Printable - 11 E Hubbard St, Chicago, IL 60654
• My Box Packaging - 4000 W Montrose Ave #559, Chicago, IL 60641
• Packaging Resources Inc - 1023 W 55th St Ste a 2nd floor, Countryside, IL 60525
• Graphic Packaging International - 1500 Nicholas Blvd, Elk Grove Village, IL 60007
• Packaging By Design - 1250 Hardt Cir, Bartlett, IL 60103
• Statement - 1033 South Blvd, Oak Park, IL 60302
• ePac Flexible Packaging - 4328 United Pkwy, Schiller Park, IL 60176

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition, food storytelling, packaging materials, and a sustainability claim that feels credible rather than “greenwashed.” These are the Chicago shops I’d put on your shortlist:

Best fits for a plant-based food brand

Soulsight — best for a big brand strategy + packaging build

DirectionsWebsite[Call](tel:+13129822400)

Soulsight is one of the strongest fits if you’re trying to become a scalable consumer brand (grocery, retail, national expansion). They specialize in CPG branding, including strategy, identity, packaging, and copywriting. Soulsight

Go here if you need:

• Brand positioning (“why us?” in a crowded plant-based market)
• A complete visual identity system
• Packaging that can compete with mainstream food brands
• A sharper founder story and consumer voice

Potential downside: likely a more strategic/investment-level engagement rather than a lightweight startup refresh.

PKG Brand Design — best food packaging specialist

DirectionsWebsite[Call](tel:+13128709101)

PKG is very food/CPG-focused and works on brand strategy, packaging, and retail positioning. PKG Branding

Go here if your priority is:

• Making the package convert on shelf
• Understanding food category conventions
• Retail-ready packaging systems
• Packaging architecture for future SKUs

This would be high on my list for a plant-based product entering Whole Foods-style channels.

Seedhouse — best boutique packaging + emerging brand partner

DirectionsWebsite[Call](tel:+17736616997)

Seedhouse focuses on packaging, brand identity, naming, and food/beverage CPG work. Seed House

Good fit if you want:

• More hands-on boutique collaboration
• A distinctive shelf presence
• A brand that feels founder-led rather than corporate

Kaleidoscope — best for sophisticated packaging systems

DirectionsWebsite[Call](tel:+17737229300)

Kaleidoscope has deep packaging expertise across food, beverage, wellness, and other consumer categories. Kaleidoscope

Consider them if:

• You already have traction and need to level up
• You’re planning multiple products/SKUs
• You need packaging that works across retail, ecommerce, and foodservice

DesignScout — best for a smaller, brand-forward refresh

DirectionsWebsite[Call](tel:+17732702724)

A good option if you need a more nimble branding partner rather than a large CPG consultancy.

Sustainability-specific angle

For packaging, I’d avoid hiring only a “green packaging” vendor. The strongest approach is usually:

1. Brand strategist/design agency → defines the promise, voice, and visual system
2. Packaging/materials specialist → validates compostable/recyclable materials, suppliers, and production realities

A firm like Elevate Packaging (located in Fulton Market) may be useful on the packaging/materials side, especially if you need sustainable packaging execution rather than just design.

My shortlist for your exact situation

If I were a Fulton Market plant-based startup, I’d probably take intro calls with:

1. PKG Brand Design — strongest food packaging fit
2. Seedhouse — best balance of startup feel + CPG expertise
3. Soulsight — if you’re building a national consumer brand
4. Kaleidoscope — if retail scale and SKU expansion are coming
5. DesignScout — if you need a tighter, more boutique creative partner

When you reach out, I’d ask each agency for:

• 3 examples of food brands, not just lifestyle brands
• Their approach to sustainable packaging claims
• Whether they handle copy/voice development internally
• How they design for retail shelf recognition in 2–3 seconds

For a plant-based startup, the biggest opportunity is usually not making the brand look “eco.” It’s making it feel delicious first, values-driven second. That’s where the best food branding agencies earn their keep.

• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Studio One Eleven - 222 W Merchandise Mart Plaza Ste 440, Chicago, IL 60654, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition, food storytelling, packaging systems, and sustainability—not just logo design. Fulton Market is a good fit for a brand that wants to feel modern, culinary, and culturally relevant rather than “generic wellness.”

My shortlist:

1. Soulsight — best if you’re scaling into retail

DirectionsWebsite[Call](tel:+1 312-982-2400)

Soulsight is probably the strongest fit if you’re thinking Whole Foods, Sprouts, Target, or national grocery. They specialize in CPG brand strategy, packaging systems, and consumer-facing brand identities. Soulsight

Why I’d consider them:

• Strong at finding the emotional positioning behind a food brand
• Good for building a system that works across multiple SKUs
• More strategic than a “make us a cool package” shop

Best brief for them:
“We’re a plant-based food brand that wants to move beyond sustainability clichés and become a category-defining lifestyle brand.”

2. Seedhouse — best startup-stage partner

DirectionsWebsite[Call](tel:+1 773-661-6997)

Seedhouse is a Chicago boutique focused on packaging and consumer brands.

Why it may fit a Fulton Market startup:

• More boutique attention than a large agency
• Likely comfortable with emerging brands
• Packaging-first thinking

I’d look here if you have:

• 1–5 products
• a founder-led story
• need for brand voice + packaging + launch assets

3. Design B&B — best for a fresh, contemporary food personality

DirectionsWebsite[Call](tel:+1 312-753-3037)

Design B&B works on brand strategy, packaging, and physical brand experiences, with Chicago roots.

Good match if your goal is:

• less “eco grocery aisle”
• more “chef-driven / modern food culture”
• stronger visual identity for social, DTC, and retail

4. Kaleidoscope — best if packaging complexity is coming

DirectionsWebsite[Call](tel:+1 773-722-9300)

Kaleidoscope combines branding, packaging design, prototyping, and production expertise.

Consider them if you need help with:

• package structures
• materials
• prototypes
• manufacturing realities

They’re especially useful when sustainability claims have to survive contact with production.

5. Equator Design / Packaging Design Agency — best for bigger retail ambitions

DirectionsWebsite[Call](tel:+1 312-291-0376)

Equator is a packaging-focused agency with Chicago presence and deep food/CPG experience.

I’d look here if you’re preparing for:

• major retail expansion
• many SKUs
• international or large-scale packaging needs

A couple of more niche fits

• Stacy Karzen — a Chicago packaging designer with substantial food/healthy food CPG experience, including brand identity, packaging, naming, and brand story work. stacykarzen.com
• Studio Malt — a smaller Chicago studio that explicitly emphasizes responsible branding, packaging, and sustainability-minded design. Studio Malt
• The Schedio — has worked on a Chicago plant-based clean-label CPG rebrand, which is directly relevant to your category. The Schedio

My ranking for your specific situation

1. Seedhouse — if you’re an early-stage startup needing a close creative partner
2. Soulsight — if you’re preparing to scale nationally
3. Design B&B — if you want a distinctive cultural/food-forward voice
4. Kaleidoscope — if packaging engineering and sustainability details are critical
5. Equator — if you’re already approaching big retail

When you reach out, I’d avoid saying only “sustainable packaging.” Many brands get pushed into a predictable green aesthetic. I’d frame it as:

“We’re building a plant-based food brand from Fulton Market and want packaging + voice that communicates sustainability, taste, and modern food culture without relying on typical vegan cues.”

That brief will attract the agencies that can actually differentiate you.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Streng - Chicago - 220 N Green St, Chicago, IL 60607
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Marks - 1330 W Fulton Market, Chicago, IL 60607, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Queue Brand Communications - 29 E Madison St #800, Chicago, IL 60602, United States

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field to four agencies, with one clear first call.

My shortlist

1. Seedhouse — best overall fit

• Boutique Chicago firm focused specifically on CPG, food, beverage and packaging.
• They do brand strategy, naming, identity, packaging and research, so you can get the brand voice and package system developed together rather than handing the work between agencies. Seed House
• They explicitly position themselves around differentiation on shelf and have food-brand experience, including emerging brands.
• Their sustainability credentials are unusually relevant: they say they've been a 1% for the Planet company for three years. Seed House

I'd call them first if: you want a distinctive, premium-but-approachable food brand rather than something that looks like generic "healthy/eco" CPG.

2. Soulsight — best for sophisticated CPG strategy

• Very strong if you're anticipating multiple SKUs, retail expansion and a larger brand architecture.
• Their specialty is CPG brand strategy, positioning, visual identity and scalable packaging systems. Soulsight
• I'd expect a more substantial/strategic engagement than a small boutique studio.

I'd call them if: you're already raising money, talking to major retailers, or building a brand intended to become a sizable national CPG platform.

3. Streng - Chicago — best Fulton Market creative/product-design option

• They're actually in the West Loop/Fulton Market area, at 220 N Green.
• Their combination of product design, packaging, brand language and identity could be useful if the physical package itself is a major part of your differentiation.

I'd call them if: your packaging format/materials are innovative and you need design thinking beyond graphics on a pouch or carton.

4. The Food Group — best food-industry marketing partner

• They're literally in Fulton Market and specialize in food and beverage.
• Their offering is broader than branding—strategy, creative, PR, digital, shopper marketing, etc.—and they specifically discuss sustainable packaging and food-waste issues.

I'd call them if: you need the new brand voice to extend into launch marketing, social, retail activation and communications—not just the package.

One wildcard I'd seriously consider

Stacy Karzen is an independent Chicago branding/packaging specialist with unusually strong healthy-food CPG credentials. Her client list includes Simple Mills, MightyVine, Amylu Foods and Conagra, and her services include brand values/story, naming, identity and packaging. Stacy Karzen

For a startup, an experienced independent can sometimes be a better fit than a large agency: senior-level attention, less overhead, and a potentially more founder-friendly process.

And one particularly relevant case study

The GRO Agency has an almost eerily relevant example: they built the brand identity, messaging strategy and packaging for plant-based gelato brand Doozy Pots, including its sustainability/regenerative-farming positioning. The GRO Agency

That's the kind of portfolio evidence I'd prioritize over an agency simply saying it "does sustainable branding."

My ranking for your situation

If I were you, I'd brief Seedhouse, Stacy Karzen and GRO in parallel and ask each for a 30-minute chemistry call. Don't just ask, "Can you redesign our packaging?" Ask them to react to your current positioning, sustainability claims, target consumer and three closest competitors. You'll quickly see who has the strongest point of view.

For packaging specifically, I'd also make them address material choice, recyclability/compostability claims, end-of-life reality, regulatory copy, and how sustainability becomes part of the brand story without making the brand look preachy or "crunchy." That's where the right agency can really differentiate you.

If you tell me what the product is (e.g. frozen meals, snacks, sauces, alt-dairy), price point, target customer, and whether you're DTC or going into Whole Foods/other retail, I can narrow this to the 3 agencies I'd actually pitch and tell you what each one should be asked to do.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Firebelly Design - 1402 N Western Ave, Chicago, IL 60622, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging + positioning + verbal identity, rather than a general-purpose branding shop.

My Chicago shortlist

1. Seedhouse — my first call

• Chicago boutique specifically focused on food/beverage CPG branding and packaging.
• They do brand strategy, naming, identity and packaging, with an emphasis on differentiation and shelf impact. Seed House
• Why you: If you're preparing for retail, Seedhouse looks particularly well aligned with turning a plant-based proposition into a distinctive package and scalable visual system.
• Ask them specifically about lower-impact materials, recyclability/compostability claims, and how they avoid “generic green” visual language.
• Soulsight — best if you want bigger strategic firepower

• A CPG-focused Chicago agency with 25+ years of experience and work spanning brand strategy, identity, packaging and copywriting. Soulsight
• Strong choice if you're not just redesigning a package—you need to figure out what the brand should stand for and how it should compete against established food brands.
• Probably the strongest option if you're anticipating significant SKU expansion or a national retail push.
• The Food Group — interesting because they're literally in Fulton Market

• Food-and-beverage specialist at 1114 W Fulton Market, with capabilities spanning branding, creative, content, strategy and food/CPG marketing.
• Their positioning also explicitly discusses sustainable packaging, reducing single-use plastics and food waste.
• I'd talk to them if you want brand voice + packaging + launch marketing to live under one roof.
• PKG Brand Design — packaging-first alternative

• Very CPG/retail oriented, with a consumer-first approach to packaging and testing.
• I'd put them on the pitch list if shelf impact and packaging performance are more important than building a highly distinctive brand voice.
• Design B&B — worth considering for a more contemporary brand

• West Loop-based independent agency with brand strategy, architecture and packaging capabilities.
• Their work includes modernizing consumer brands and making packaging systems work across portfolios.
• Could be a good fit if you want something fresh, culturally current and less obviously “health food.”

One wildcard: Firebelly

Firebelly Design is probably the agency I'd interview if purpose and sustainability are central to the brand story, rather than simply attributes of the packaging.

They're a socially conscious Chicago studio offering branding, strategy, verbal identity, packaging and content. Firebelly Design Firebelly Design They also have unusually relevant sustainability experience: their work for Plant Chicago involved building a distinctive identity around urban farming, sustainability and circular economies, deliberately avoiding clichéd “green” branding. Firebelly Design

How I'd rank them for you

If it were my money, I'd pitch three: Seedhouse + Firebelly + Soulsight. That gives you three very different approaches: CPG/package expertise, purpose-led brand building, and heavyweight CPG strategy.

One important caveat: don't brief them as “we need sustainable packaging.” I'd brief the project as “make plant-based feel desirable, contemporary and delicious—not worthy or niche, while making sustainability credible rather than performative.” That will produce much more interesting work.

If you tell me what you're selling (frozen, refrigerated, snacks, beverages, restaurant/foodservice, etc.), price point, and whether you're already in retail, I can narrow this to the 2 agencies I'd actually take meetings with and tell you what I'd ask each one in the first pitch.

• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging + positioning + verbal identity, rather than a general-purpose branding shop.

My Chicago shortlist

1. Dupuis Group — strongest strategic fit

• Particularly interesting because they have plant-based protein experience: their Planit Protein work covered positioning, naming, messaging, branding and packaging.
• That makes them unusually relevant if you’re trying to make the brand feel fresh and culturally relevant, not simply “another sustainable food company.”
• I'd put them first on your pitch list.
• Seedhouse — best boutique packaging/brand option

• They specialize in CPG, explicitly including food and beverage, and combine packaging, brand identity, naming, research and brand strategy. Seed House
• Their boutique positioning could be a good match for a startup that wants senior creative attention rather than a giant-agency process.
• Best if: packaging is going to be the centerpiece of the rebrand.
• PKG Brand Design — best for retail/shelf performance

• Very CPG-oriented, with a consumer-testing approach to packaging and brand strategy. PKG Branding
• I'd consider them if you're heading toward grocery/retail distribution and need the packaging to communicate the product proposition very quickly.
• Best if: you're preparing for Whole Foods, regional grocery, specialty retail, etc.
• Soulsight — best for a bigger brand transformation

• Strong CPG credentials across positioning, identity, architecture, packaging systems and copy/messaging. Soulsight
• More of a sophisticated, established CPG partner than a scrappy startup studio.
• Best if: you're raising capital or scaling into a substantial multi-SKU brand.
• The Food Group — interesting because they're actually in Fulton Market

• They're a food-and-beverage-focused agency at 1114 W Fulton Market, with branding/creative plus food-industry marketing capabilities. Their public positioning also specifically discusses sustainable packaging and food waste.
• Best if: you eventually want branding to connect into campaigns, social, PR, shopper marketing and launch strategy.

One wildcard I'd also interview

Kaleidoscope has unusually deep packaging capability, including structural design, prototyping, consumer testing and CPG brand identity. Kaleidoscope Design Agency

They're the one I'd bring in if “sustainable packaging” means actually rethinking the package/material/structure, rather than simply putting a sustainability aesthetic on a conventional package.

Who I'd actually call

If I were running your startup, I'd make the first three calls:

Dupuis Group → Seedhouse → PKG

And I'd give all three the same brief:

“We're a plant-based food startup in Fulton Market. We need to sharpen our positioning and brand voice, then translate that into a distinctive, genuinely sustainable packaging system—not generic earthy/green ‘plant-based’ branding. We're looking for a partner who can help us define what makes the brand culturally and commercially compelling.”

That last sentence is important. “Sustainable packaging” shouldn't automatically produce kraft paper + muted green + hand-drawn leaves. Your opportunity is probably to make sustainability feel modern, desirable and delicious rather than worthy.

If you tell me what the product is (frozen, refrigerated, snacks, beverages, meat alternative, etc.), your target customer, and roughly how much you want to spend on the rebrand, I can narrow this to 2–3 agencies and explain exactly what I'd ask each one in the first meeting.

• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Firebelly Design - 1402 N Western Ave, Chicago, IL 60622, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• DRC Chicago - Design Resource Center at Bunker Labs in 1871 - 222 Merchandise Mart Plz, Fl 12, Chicago, IL 60654
• Pivot Design - 321 N Clark St #600, Chicago, IL 60654, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand both CPG/food packaging and the difference between “sustainable” as a real brand proposition versus just putting a leaf on the label.

My Chicago shortlist

1. Studio Malt — best fit for sustainability + distinctive voice

This would be my first call. Studio Malt explicitly positions itself around responsible branding, packaging and illustration, including making more sustainable choices and working with environmentally accountable collaborators. Their food/beverage packaging experience also makes the category fit unusually good. Firebelly Design

Why you: If you want the brand to feel fresh, culturally relevant and genuinely plant-forward, rather than corporate “eco,” this is the direction I'd explore.

2. Seedhouse — best for serious CPG packaging

Seedhouse is a Chicago boutique specializing in food/beverage CPG packaging, brand identity, naming and strategy. They specifically talk about helping emerging brands differentiate on shelf and online. Seed House

Why you: Strong choice if you're moving toward Whole Foods/grocery/retail and need packaging that can scale across multiple SKUs.

3. Soulsight — best strategic/consumer-brand option

Soulsight is much more CPG-heavy, with deep experience in brand strategy, architecture, identity and packaging systems. Soulsight

Why you: I'd consider them if you're not merely redesigning the package—you need to figure out what the brand should stand for, who it's really for, and how the portfolio should grow.

4. Carrmichael Design — interesting food-specialist alternative

They're particularly relevant because their portfolio includes packaged-food brands such as SuckerPunch Gourmet, KitchFix, Medlee and Frontera Foods.

Why you: Worth a conversation if you want a smaller, food-native studio rather than a large CPG consultancy.

5. Dupuis Group — worth considering for innovation + plant-based positioning

This one jumped out because their recent work includes Planit Protein, a plant-based protein concept where they handled positioning, naming and branding around fermentation and culinary authorship.

Why you: Particularly compelling if your challenge is “How do we make plant-based food feel exciting and delicious rather than worthy?”

One wildcard: Firebelly

Firebelly Design would be my wildcard for the brand voice/purpose side. They're explicitly socially conscious, and their services include brand strategy, verbal identity, naming and packaging. They also have sustainability-related work, including Plant Chicago and Rebuilding Exchange. Firebelly Design Firebelly Design Firebelly Design

They're probably less of a pure CPG-packaging machine than Seedhouse or Soulsight, but potentially better if your bigger question is “What should this brand sound and feel like?”

If I were you

I'd send the same brief to Studio Malt, Seedhouse, and Dupuis Group and see how differently they interpret it.

I'd frame the assignment roughly as:

“We want to build a plant-based food brand that feels optimistic, delicious and culturally current—not preachy, niche or stereotypically ‘healthy.’ We need a distinctive verbal identity plus packaging designed around credible sustainability and eventual retail scale.”

Then ask each agency for 2–3 relevant examples, their approach to sustainable material/production decisions, who would actually work on the account, and a rough fee range.

My ranking for your particular brief:
Studio Malt → Dupuis Group → Seedhouse → Firebelly → Soulsight.

If you tell me your product (e.g. frozen meals, snacks, meat alternatives, sauces), target customer, and approximate branding budget, I can narrow this to the best 3 and tell you what I'd ask each one in the pitch meeting.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Elevate Packaging - 2010 W Fulton St, Chicago, IL 60612, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Studio 111 - 444 N Wells St, Ste 301, Chicago, IL 60610
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition, food packaging constraints, sustainability claims, and a brand voice that feels modern rather than “generic wellness.” A few Chicago firms stand out:

My shortlist

1. Seedhouse — best overall fit for an emerging food brand

DirectionsWebsite[Call](tel:+1 773-661-6997)

Seedhouse is probably where I’d start. They focus heavily on CPG, food, beverage, supplements, packaging, naming, and brand strategy, which maps closely to a plant-based startup trying to earn attention at retail. Seed House

Why they fit:

• Strong packaging-first mindset
• Good for creating a distinct shelf identity
• Boutique enough that a startup is likely to get senior attention
• Experience translating a brand story into packaging systems

Ask them about:
“How do we make plant-based feel craveable and culturally relevant, not just sustainable?”

2. Soulsight — best if you’re aiming for national CPG scale

DirectionsWebsite[Call](tel:+1 312-982-2400)

Soulsight is a major Chicago CPG branding agency with deep experience in brand strategy, identity, packaging, and consumer packaged goods. Soulsight

Why they fit:

• Strong consumer insight capability
• Good if you’re preparing for grocery expansion, investors, or a bigger retail footprint
• Can help sharpen positioning beyond “plant-based”

Potential downside: likely a larger-agency engagement, so make sure the scope and budget match startup needs.

3. Kaleidoscope — best for packaging innovation and prototypes

DirectionsWebsite[Call](tel:+1 773-722-9300)

Kaleidoscope combines packaging design, prototyping, and CPG expertise.

Why they fit:

• Useful if packaging function matters (frozen foods, meal kits, pouches, trays, retail formats)
• Strong bridge between creative concept and production reality
• Good for sustainable material exploration

4. Design B&B — good West Loop neighbor option

DirectionsWebsite[Call](tel:+1 312-753-3037)

Design B&B is located in the West Loop area and works across brand strategy, identity, packaging systems, and consumer touchpoints.

Why they fit:

• Local cultural understanding
• Good if you want a brand that feels Chicago-native
• Could be a fit for a founder-led startup wanting close collaboration

5. Elevate Packaging — pair with a branding agency for sustainable packaging execution

DirectionsWebsite[Call](tel:+1 773-276-4554)

Elevate is not a brand voice agency, but they specialize in sustainable packaging solutions such as compostable packaging and labels.

Why they fit:

• Helpful after your identity is defined
• Good partner for material sourcing and sustainability-focused packaging decisions

If I were making the first three calls

1. Seedhouse — for the strongest startup/food packaging fit
2. Soulsight — if you’re building toward Whole Foods/Kroger/national retail scale
3. Kaleidoscope — if packaging innovation is a major differentiator

For your specific category, I’d avoid agencies that only make things “look sustainable.” The strongest plant-based brands usually win by finding a sharper emotional territory: indulgence, convenience, performance, culture, taste, or identity — with sustainability as proof rather than the entire personality.

When you talk to agencies, I’d bring:

• current packaging (even rough prototypes)
• top 5 competitors
• your target buyer
• where you’ll sell (DTC, restaurants, retail, foodservice)
• your sustainability commitments/material constraints

That will quickly reveal who thinks strategically versus who just redesigns labels.

• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Firebelly Design - 1402 N Western Ave, Chicago, IL 60622, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• COHO Creative - 222 N Justine St, Chicago, IL 60607, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• VSA Partners, Inc. - 330 N Wabash Ave Office 24-101, Chicago, IL 60611, United States
• Cushing & Co - 213 W Institute Pl Ste 200, Chicago, IL 60610, United States
• Baer Design Group - 1234 Sherman Ave, Ste 107, Evanston, IL 60202
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States

If I were shortlisting for a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging and can develop a distinctive voice—not just a pretty identity.

My shortlist

1. ColorJar — best overall fit for an early-stage Fulton Market brand

• They’re actually in Fulton Market, and their capabilities span positioning, messaging/brand voice, identity, packaging, and activation.
• The strategy-first approach makes sense if you’re still defining what makes your plant-based brand different, rather than simply redesigning packaging.
• I’d talk to them first.
• Seedhouse — best packaging/CPG specialist

• This is the strongest option if shelf impact and packaging are the immediate priority. Seedhouse specializes in food/beverage CPG and explicitly combines packaging, brand identity, naming and strategy. Seed House
• They describe themselves as boutique, giving you CPG expertise without the overhead of a huge agency.
• I'd ask specifically how they approach compostable/recyclable materials, substrates, inks and end-of-life claims rather than assuming "sustainable" is part of their process.
• Firebelly Design — best for a genuinely values-led brand

• This is the one I'd consider if your sustainability story is central to the company's identity, not merely a packaging specification.
• Firebelly offers brand strategy, verbal identity, packaging, content and naming, and has substantial mission-driven experience. Firebelly Design Firebelly Design
• Their work for Plant Chicago is particularly relevant: they developed an identity and communications strategy for an organization centered on urban farming and radical sustainability, deliberately avoiding predictable "green" visual clichés. Firebelly Design
• That's a very good signal for a plant-based startup that wants to feel fresh rather than crunchy/earnest.
• Soulsight — best if you're aiming for major retail scale

• Soulsight is deeply focused on CPG branding and packaging, with food/beverage experience and capabilities spanning strategy, identity, packaging and copywriting. Soulsight
• I'd put them on the pitch list if you're preparing for Whole Foods/Kroger/Target-type scale or a serious retail expansion.
• Potential downside: they may be more agency than you need at an early startup stage.
• COHO Creative — interesting middle ground

• Their Chicago studio combines consumer insight, positioning, naming/messaging, identity, packaging and commercialization, so they could handle the whole evolution from brand strategy to physical pack. COHO Creative
• Worth including if you want something more CPG-specialist than a general branding shop.

The three I'd actually pitch

ColorJar → Firebelly → Seedhouse.

I'd structure the brief around something more ambitious than "we need sustainable packaging":

Build a plant-based food brand that feels culturally relevant and craveable first, sustainable second—and make the packaging itself demonstrate the sustainability rather than loudly announcing it.

Then ask each agency to show you:

• 2–3 examples of food/CPG packaging they've actually taken to production.
• How they'd develop your brand voice and messaging architecture, not just a tagline.
• Their experience specifying lower-impact packaging materials and production.
• How they balance sustainability with shelf visibility, food photography, color, regulatory information and recyclability.
• What they'd do differently if you're selling primarily DTC vs. grocery/retail.
• Who, specifically, would be doing the creative work—not just who pitches you.

One especially interesting wildcard is Studio Malt: they explicitly talk about challenging unnecessary packaging and choosing more sustainable options, alongside branding, packaging and illustration. They're smaller and more design-studio-like, so I'd investigate them if you want something distinctive and less corporate.

And because you're in Fulton Market, The Food Group is another local option worth knowing about; it's specifically food-and-beverage focused and has discussed sustainable packaging, food waste and related sustainability issues. The Food Group

colorjar.com · firebellydesign.com · seed-house.com · soulsight.com

If you tell me your product category (frozen, refrigerated, snacks, beverages, etc.), approximate budget, and whether you're targeting Whole Foods/retail or DTC, I can narrow this to 2–3 agencies and tell you exactly why I'd choose one over the others.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• COHO Creative - 222 N Justine St, Chicago, IL 60607, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Damen Jackson - 954 W Washington Blvd, Ste 750, Chicago, IL 60607
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Mint - 2545 W Diversey Ave Unit 203, Chicago, IL 60647, United States
• Baer Design Group - 1234 Sherman Ave, Ste 107, Evanston, IL 60202
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Studio One Eleven - 525 W Monroe St, Ste 220, Chicago, IL 60661

Yes. For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging and can sharpen the verbal brand—not just make the pack look good.

My Chicago shortlist

1. Seedhouse — best overall fit

• Boutique, CPG-focused, with substantial food/beverage packaging experience.
• Combines brand strategy, positioning, naming/copy, identity, packaging, and research rather than treating packaging as a standalone design job. Seed House Seed House
• Particularly appealing for a startup because they describe themselves as bringing enterprise-level thinking without major-consultancy overhead.
• Ask them: “Can you help us define a distinctive plant-based point of view and verbal identity before translating it into a scalable packaging system?”
• COHO Creative — best for a fresh brand voice + identity

• Their strategy offering explicitly includes positioning, naming, messaging/tone of voice, followed by identity and packaging. COHO Creative
• That makes them particularly interesting if your bigger problem is “What should this brand sound and feel like?” rather than simply “We need better packaging.”
• They're also conveniently close to Fulton Market.
• Studio Malt — most interesting sustainability-oriented boutique

• Their positioning is unusually aligned with your brief: responsible brand building, food/beverage work, packaging, and an explicit willingness to challenge unnecessary packaging choices and pursue more sustainable options. Studio Malt
• I'd put them high on the list if sustainability needs to be genuinely embedded in the brand, rather than just communicated through green-colored packaging.
• ColorJar — best if you want strategy + voice + a broader brand system

• They're right in Fulton Market and work across positioning, messaging/brand voice, identity, packaging, web, campaigns, and brand architecture. ColorJar
• Strong candidate if you're thinking beyond the package toward DTC, retail, social, restaurants/foodservice, etc.
• Kaleidoscope — best for sophisticated packaging execution

• Very packaging/CPG-centric, with consumer insights, positioning, communication strategy, packaging design, prototyping, and production capabilities. Kaleidoscope Agency
• I'd favor them if you're approaching retail scale, multiple SKUs, or complicated physical packaging, rather than an early-stage identity exercise.
• Soulsight — heavyweight CPG option

• A strong choice if you have meaningful funding and want a more established strategic branding partner. Their specialty is CPG brand strategy, identity, packaging, messaging, and portfolio work. Soulsight
• Probably more agency than you need if you're still very early.

One I'd especially consider for your brief

Seedhouse vs. Studio Malt vs. COHO would be my first three conversations.

I'd think about them this way:

One important distinction: “sustainable packaging” should be part of the design brief, not merely a visual aesthetic. I'd ask each agency whether they can work with your packaging/materials partners on things like substrate selection, recyclability/compostability claims, material reduction, print processes, and end-of-life communication—and whether they can distinguish credible sustainability claims from greenwashing.

If I were you, I'd send the same one-page brief to Seedhouse, Studio Malt, and COHO and compare the thinking you get back, not just the portfolios. That will tell you very quickly who understands the opportunity.

• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Colin McKenzie Creative - 727 Greenview Ave, Des Plaines, IL 60016, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• Baer Design Group - 1234 Sherman Ave, Ste 107, Evanston, IL 60202
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Knockout Design Group - 5547 N Lincoln Ave, Chicago, IL 60625, United States
• Studio One Eleven - 525 W Monroe St, Ste 220, Chicago, IL 60661
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field pretty aggressively. You want an agency that can do more than make a pretty logo: positioning + distinctive voice + food/CPG packaging + credible sustainability thinking.

My shortlist

1. Studio Malt — best fit for sustainability + personality

• This is probably my first call for your brief.
• They explicitly specialize in responsible branding, packaging and illustration, and their team includes a strategist/copywriter with a background in sustainability and packaging. They also work with food and beverage brands. Studio Malt
• Their approach feels particularly appropriate if you want the brand to feel fresh, optimistic and genuinely plant-forward rather than stereotypically “eco.”
• Best for: distinctive brand world, sustainable packaging thinking, tone/voice.
• Seedhouse — best pure CPG/food packaging choice

• If getting onto shelves is the priority, I'd put Seedhouse very high.
• They're a Chicago boutique specializing in food/beverage CPG, with capabilities spanning brand strategy, identity, naming and packaging. They emphasize differentiation and consumer research, and have substantial food packaging experience. Seed House Seed House
• They also have a 1% for the Planet certification, which is a meaningful signal for a sustainability-oriented client. Seed House
• Best for: retail shelf impact, packaging architecture, naming and positioning.
• Design B&B — best for brand voice + packaging together

• Strong option if the thing you're really trying to solve is “Who are we, and how should we sound?”
• They explicitly offer brand strategy, tone of voice, messaging, naming and verbal identity alongside packaging. Design B&B
• They're in the West Loop, so geographically convenient for a Fulton Market startup.
• Best for: a modern consumer brand where verbal personality is as important as the package.
• Soulsight — best if you're aiming big

• This is the heavyweight option. They're deeply focused on CPG and have extensive food/beverage packaging experience, including strategy, positioning, identity, packaging and copywriting. Soulsight
• I'd consider them if you're preparing for major retail expansion, fundraising, or a serious category-disruption play rather than an early-stage identity exercise.
• Best for: ambitious CPG positioning and scaling beyond Chicago.
• The Food Group — interesting because they're literally in Fulton Market

• Their office is at 1114 W Fulton Market, and they're specifically food-and-beverage focused. Their capabilities span strategy, creative, communications, media and shopper marketing, with sustainability among the topics they address.
• I'd look at them if you need brand + go-to-market/marketing, not just identity and packaging.
• Best for: turning the new brand into a broader food marketing platform.

The three I'd actually pitch

If I were running your startup, I'd send briefs to:

Studio Malt → Seedhouse → Design B&B

They give you three meaningfully different approaches:

One important distinction: don't brief them simply as “we need sustainable packaging.” Ask them to solve material choice + end-of-life reality + sustainability claims + brand communication together. Otherwise you can end up with packaging that looks sustainable without actually being substantially better.

For your particular brief, I'd tell the agencies: “We want plant-based to be a source of cultural energy and appetite, not the entire personality of the brand.” That should separate the genuinely interesting concepts from the sea of beige/green “better-for-you” branding.

If you want, I can also rank 5–7 Chicago agencies by likely budget, startup-friendliness, and portfolio fit, and give you a suggested RFP/creative brief to send them.

• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• COHO Creative - 222 N Justine St, Chicago, IL 60607, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Mighty Few - 824 W Superior St, Chicago, IL 60642, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States

If you’re a plant-based food startup in Fulton Market and the brief is specifically sustainable packaging + a fresh, differentiated brand voice, I’d put these Chicago shops at the top of the list:

1. Dupuis Group — strongest plant-based/CPG fit

• They’re unusually relevant because their work spans food/CPG strategy, branding, packaging and innovation, and their portfolio specifically includes Planit Protein, a plant-based protein platform.
• Why I’d call them: They can help you solve the positioning before jumping into pretty packaging—which is important if you want a genuinely fresh voice rather than another “healthy + earthy + wholesome” vegan brand.
• Studio Malt — best sustainability/indie sensibility

• This is the one I'd investigate if you want the brand to feel smart, modern, human and environmentally credible, rather than corporate CPG.
• They explicitly emphasize responsible brand building and challenging unnecessary packaging choices, with branding, packaging and illustration as core capabilities.
• Seedhouse — excellent packaging-first choice

• Boutique Chicago firm specializing in CPG food/beverage packaging, brand identity, naming, research and strategy. Seed House
• Their pitch is essentially: figure out the competitive opportunity, create differentiation, then make the packaging work hard at shelf. That's a very good fit if you're moving toward Whole Foods, Foxtrot-style specialty retail, or broader grocery.
• COHO Creative — strong if the brand voice is the bigger problem

• They combine consumer insight, positioning, naming, messaging/tone of voice, identity, packaging and commercialization.
• I'd shortlist them if you have a decent product but haven't yet nailed “Why should someone care about this brand?”
• Soulsight — heavyweight CPG option

• A more substantial agency with 25+ years in CPG and capabilities spanning brand strategy, identity, packaging and copywriting. Soulsight Soulsight
• I'd consider them if you're raising significant capital or planning a national retail push. They may be more agency than a very early-stage startup needs.

One wildcard: ALL FOR™

allfor.agency is actually in Fulton Market/West Loop at 160 N. Elizabeth, and they focus heavily on packaging systems, labels, dielines and production-ready work. ALL FOR™

They're particularly interesting if you already know your brand strategy and need someone to turn it into excellent, scalable packaging.

My shortlist for you

One other agency worth knowing is The Food Group, literally at 1114 W Fulton Market. They're much more of an integrated food/marketing agency than a pure branding studio, but their capabilities include branding and creative, and they explicitly discuss sustainable packaging and food-waste issues.

If I were you, I'd brief Dupuis, Studio Malt and Seedhouse simultaneously and ask each for a mini point of view on your brand—not just a portfolio. Give them your product, target customer, current packaging, 3–5 competitors and your sustainability constraints, then ask: “What would you do differently from the category?” The quality of those answers will tell you much more than their award lists.

If you tell me what the product is (e.g. frozen meals, snacks, alt-protein, sauces, beverages), your target customer, and roughly what you can spend, I can narrow this to 3 agencies and tell you exactly what I'd ask each one in the first meeting.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Pearl Resourcing CPG Branding & Packaging Design - 1920 McKinney Ave Fl 7, Dallas, TX 75201, United States
• Bluedog Design - 403 N Carpenter St, Chicago, IL 60642, United States
• DesignScout - 1801 W Belle Plaine Ave #201, Chicago, IL 60613, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States

Given that you’re plant-based, food/CPG, and already in Fulton Market, I’d prioritize agencies that understand both packaging as a retail selling tool and brand voice/story, rather than a general-purpose branding shop.

My shortlist

1. Seedhouse — best overall fit

• Boutique Chicago firm specializing in food/beverage CPG packaging and brand identity.
• They explicitly handle positioning, brand story, naming, identity, packaging and rollout. Seed House
• They also have a genuine sustainability signal: Seedhouse says it has been 1% for the Planet certified for three years and talks about reducing unnecessary packaging. Seed House
• I'd call them first if you want a distinctive emerging-brand feel without hiring a huge agency.
• PKG Brand Design — best for food/CPG rigor

• Very focused on CPG and retail, with consumer research, positioning, storytelling and packaging strategy. PKG Branding
• Particularly good if you're preparing for Whole Foods, Target, Sprouts, regional grocery, etc. and need packaging that works commercially, not just aesthetically.
• Less “tiny indie studio,” more specialized CPG partner.
• Studio Malt — best sustainability/design sensibility

• Smaller Chicago studio with a strong emphasis on responsible brand building, packaging and illustration.
• Their positioning specifically includes challenging unnecessary packaging choices and steering clients toward more sustainable options.
• I'd talk to them if “sustainable” needs to be part of the actual brand philosophy, rather than simply choosing recyclable materials.
• ColorJar — best if you want to stay hyper-local

• They're actually at 1000 W Fulton Market, so they're right in your neighborhood.
• Their offering spans positioning, messaging/brand voice, identity, packaging and activation.
• I'd consider them if your bigger challenge is “What should this brand sound and stand for?” as much as the package itself.
• Soulsight — best if you're aiming big

• A serious CPG specialist with 25+ years in the category and extensive food/consumer packaging experience.
• Their work covers strategy, identity, packaging and copywriting. Soulsight
• Probably more agency than you need at an early stage, but worth a conversation if you're gearing up for major retail expansion or a substantial repositioning.
• Kaleidoscope — best for packaging innovation

• Particularly strong if the sustainable-packaging problem involves structure/materials/prototyping, not just graphics.
• They combine CPG brand strategy with structural packaging design, prototyping and production implementation. Kaleidoscope Agency

One wildcard I'd definitely investigate

Stacy Karzen is an independent Chicago designer whose specialty is unusually close to your brief: food/healthy-food CPG, brand values/story, packaging and brand identity. Her client history includes Simple Mills and MightyVine, and she deliberately operates with the speed of an independent while drawing on a broader CPG network when needed. Stacy Karzen

If it were my startup

I'd take three pitches:

• Seedhouse — for the strongest combination of food CPG + emerging-brand energy + sustainability.
• Studio Malt — for a more design-forward, values-led sustainable identity.
• ColorJar — for a Fulton Market-local partner that can really rethink the brand voice and positioning.

And I'd give all three the same brief: “We don't want plant-based branding that looks like every other green/leafy/earth-tone vegan product. Help us develop a genuinely ownable voice and packaging system that communicates deliciousness first, while making our sustainability credible.”

That last distinction matters. For a plant-based startup, I'd push the agencies to make “delicious, desirable food” the emotional hook and sustainability the proof, rather than making sustainability the entire personality.

If you tell me your product category (frozen, snacks, sauces, prepared meals, etc.), target customer, and rough branding budget, I can narrow this to the 2–3 agencies I'd actually interview and what I'd ask each one in the pitch meeting.

That last distinction matters. For a plant-based startup, I'd push the agencies to make “delicious, desirable food” the emotional hook and sustainability the proof, rather than making sustainability the entire personality.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613
• PKG Brand Design - 2045 W Grand Ave B-27332, Chicago, IL 60612
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Elevate Packaging - 2010 W Fulton St, Chicago, IL 60612, United States
• DesignScout - 1801 W Belle Plaine Ave #201, Chicago, IL 60613
• MonogramGroup - 4619 N Ravenswood Ave Ste 111, Chicago, IL 60640
• Bark Design - 4330 N California Ave Store Front, Chicago, IL 60618, United States
• Purpose Brand - 875 N Michigan Ave, Chicago, IL 60611
• Caliber Brand Strategy + Content Marketing - 320 W Oakdale Ave Apt 401, Chicago, IL 60657
• Bright Ideas Company - 100 S State St, Chicago, IL 60603
• Brand Vision Marketing - Web Design & Branding - 30 N Michigan Ave #504, Chicago, IL 60602
• Plan B - The Agency Alternative for the AI Economy® - 10 W Hubbard St #5w, Chicago, IL 60654
• Equator Design / Packaging Design Agency - 20 N Wacker Dr Ste 2200, Chicago, IL 60606

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging, but also have enough strategic/copy capability to give you a distinctive voice—not just a prettier package.

My Chicago shortlist

1. Seedhouse — best overall fit

• Boutique Chicago firm focused specifically on CPG, food and beverage.
• Does brand strategy, identity, naming and packaging—not just visual design. Seed House
• I’d put them first if your goal is “make us look like the next breakout plant-based brand.”
• Particularly attractive if you're preparing for Whole Foods/specialty retail or broader CPG distribution.
• Kaleidoscope — best for sophisticated packaging

• Deep CPG packaging expertise, including food/beverage, structural packaging and production implementation. Kaleidoscope Kaleidoscope
• Strong choice if your biggest challenge is standing out on shelf while making the packaging system scalable.
• I'd ask specifically about their experience with lower-impact substrates, inks, recyclability and packaging-material tradeoffs rather than assuming “sustainable” is part of every project.
• Studio Malt — best sustainability/values fit

• This one caught my attention for your brief. Studio Malt explicitly describes its work as responsible branding, packaging and illustration, with environmental and social responsibility built into its approach. Studio Malt
• Likely a better fit than a giant CPG agency if you want the brand to feel thoughtful, human and purpose-led, rather than “corporate sustainability.”
• Isla Luna Studio — best for purpose-driven brand voice

• Chicago studio founded specifically around working with brands they consider positive for people/environment; they're also a 1% for the Planet partner.
• Their capabilities include brand mission, positioning, brand story, value proposition, packaging and content. Isla Luna Studio
• I'd seriously consider them if the voice/story is as important as the package.
• PKG Brand Design — best food/CPG specialist

• Very focused on food and CPG, with positioning, competitor/category analysis, audience insights, brand architecture and packaging strategy. PKG Branding
• A good choice if you're at the point where you need to answer “Who are we, exactly, and why should a shopper choose us?” before redesigning anything.

The three I'd actually pitch

If I were running your startup, I'd send briefs to:

1. Seedhouse → strongest all-around CPG branding + packaging
2. Studio Malt → strongest sustainability/purpose alignment
3. Isla Luna → strongest brand story/voice + purpose-driven positioning

That gives you three meaningfully different creative approaches rather than three agencies producing roughly the same shelf-ready CPG work.

One other interesting option: Design B&B is right in the West Loop/Fulton Market orbit, so it's worth considering if proximity and a smaller studio relationship matter.

One thing I'd change in your brief

Don't ask agencies for “sustainable packaging.” Ask them to solve a more specific problem:

Create a plant-based food brand that feels fresh, culturally relevant and genuinely sustainable—without falling into the predictable visual language of leaves, beige kraft paper and generic wellness branding.

Then make them address material choice, recyclability/compostability, production realities, package hierarchy, brand voice and sustainability claims together.

That distinction matters. You don't just want sustainable-looking packaging; you want sustainability to be credible and the brand to have enough personality to compete with conventional CPG brands.

If you tell me your product (e.g. frozen meals, snacks, sauces, meat alternatives), price point, target customer, and whether you're pre-launch or already on shelves, I can narrow this to 2–3 agencies and tell you exactly what I'd ask each one in the first meeting.

• ColorJar - 1000 W Fulton Market #213, Chicago, IL 60607, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Marks - 1330 W Fulton Market, Chicago, IL 60607, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Point B Communications Inc - 600 W Fulton St #710, Chicago, IL 60661, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• DRC Chicago - Design Resource Center at Bunker Labs in 1871 - 222 Merchandise Mart Plz, Fl 12, Chicago, IL 60654
• Propelis - 1330 W Fulton St, Chicago, IL 60607, United States
• Dania Kheder Design - 1623 W Fulton St, Chicago, IL 60612, United States

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field pretty aggressively. You want an agency that can make sustainability feel desirable and modern, rather than giving you the usual “green leaf + beige kraft paper” look.

My shortlist

1. ColorJar — best overall fit

• They’re actually in Fulton Market and combine brand strategy, positioning, messaging/brand voice, identity, and packaging.
• That makes them particularly interesting if your bigger problem is “Who are we, what do we sound like, and how should that translate onto the pack?” rather than simply needing attractive packaging.
• I’d make this my first conversation if you want a distinctive startup voice and cohesive brand system.
• Seedhouse — best CPG/food packaging specialist

• Seedhouse is a boutique Chicago CPG branding and packaging firm with substantial food/beverage experience. They explicitly handle brand identity, strategy, naming and packaging. Seed House Seed House
• They also identify sustainability as one of their team's interests and are a 1% for the Planet company. Seed House
• Pick them if retail shelf performance and packaging expertise are the priority.
• Soulsight — best if you're aiming big

• Very strong CPG credentials, with brand strategy, identity, packaging and copywriting under one roof. Soulsight
• Their positioning is particularly geared toward brands trying to differentiate and scale, so I'd consider them if you're anticipating Whole Foods/national retail rather than just a local launch.
• Potential downside: probably a more substantial agency engagement than a very early-stage startup needs.
• Kaleidoscope — best packaging craft/production

• They have deep CPG packaging experience and combine brand identity, packaging, structural design, prototyping and production implementation. Kaleidoscope Kaleidoscope
• I'd put them high on the list if you're already confident about the brand strategy and need packaging that actually works in production, not just beautiful concept boards.
• Studio Malt — interesting sustainability-minded boutique option

• Smaller and more design-led. Their positioning explicitly talks about challenging unnecessary packaging choices and steering clients toward more sustainable options.
• Worth talking to if you want something less “traditional CPG agency” and more expressive, human and craft-oriented.

One especially interesting wildcard

The Food Group is also right in Fulton Market and is deeply food/beverage-focused. Its offering extends beyond branding into content, campaigns, shopper marketing and media, and its public positioning includes sustainable-packaging and food-waste issues.

That's potentially valuable if your brand voice needs to carry well beyond the package into social, launch campaigns, retail and foodservice.

Who I'd invite to the pitch

I'd actually issue a tight brief to ColorJar, Seedhouse, and Studio Malt first.

They represent three different answers to your problem:

• ColorJar: Build us a memorable brand and voice, then make the packaging express it.
• Seedhouse: Make us a serious, differentiated CPG brand that wins on shelf.
• Studio Malt: Make sustainability and personality feel genuinely integrated rather than bolted on.

Then I'd keep Soulsight as the “let's see what a bigger CPG machine could do” option.

One thing I'd explicitly put in the RFP: “We don't want sustainability to be the aesthetic; we want it to be part of the brand behavior and story.” Ask each agency to show how they'd translate that into voice, naming/messaging, material choices, pack hierarchy and the consumer's unboxing/shelf experience.

If you tell me your product category (e.g. frozen meals, snacks, alt-protein, sauces), price point, and target customer, I can narrow this to the 2–3 agencies whose existing work is closest to your brand and find relevant case studies.

• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Blue Daring - 162 W Hubbard St Ste 400, Chicago, IL 60654, United States
• Mint - 2545 W Diversey Ave Unit 203, Chicago, IL 60647, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Studio One Eleven - 222 W Merchandise Mart Plaza Ste 440, Chicago, IL 60654, United States
• Firebelly Design - 1402 N Western Ave, Chicago, IL 60622, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654

Yes. For a plant-based food startup, I’d narrow the Chicago field to agencies that understand CPG packaging and can build a distinctive verbal identity—not just make a pretty sustainable-looking package.

My shortlist

1. Studio Malt — best fit for sustainability + fresh personality

• This is the one I’d call first if sustainability needs to be genuinely embedded in the brand, rather than treated as a visual theme.
• Studio Malt explicitly specializes in responsible branding, packaging and illustration, and has a strategist/copywriter whose background includes sustainability and packaging. They also work with food/beverage brands. Studio Malt
• Best for: a more distinctive, human, editorial/illustrative brand voice rather than conventional “healthy food” branding.
• Seedhouse — best CPG/packaging specialist

• Probably my strongest pick if retail packaging performance is the priority. Seedhouse specializes in CPG, particularly food and beverage, and combines brand strategy, naming, identity and packaging. Seed House
• Best for: figuring out how a plant-based product should look and communicate in a crowded Whole Foods/Target/specialty-retail set.
• Soulsight — best strategic heavyweight

• A substantially larger CPG specialist with deep experience in food, beverage, packaging, positioning, copywriting and brand systems. Soulsight
• Best for: if you're preparing for significant retail expansion and need rigorous positioning, architecture and packaging strategy.
• I'd choose them over a boutique if you're already thinking about a multi-SKU portfolio.
• Kaleidoscope — best for packaging innovation

• Particularly interesting if “sustainable packaging” means rethinking the physical package, not merely using recycled-looking graphics. They combine brand strategy, packaging, structural packaging and high-fidelity prototyping. Kaleidoscope Kaleidoscope
• Best for: new formats, structural innovation, prototyping and making the package itself part of the product experience.
• Design B&B — good boutique option close to you

• They're in the West Loop and explicitly work across brand strategy, packaging and consumer brands, including food & beverage and health/wellness.
• Best for: a smaller, collaborative Chicago partner without going all the way up to a large CPG consultancy.

One especially interesting wildcard

Dupuis Group is worth a conversation if you're looking for a more comprehensive CPG partner. Their work spans consumer research, positioning, naming, messaging, identity, packaging and innovation, with particular food/beverage experience.

And there's a nice geographic advantage: The Food Group is actually at 1114 W Fulton Market. It's more of a food-and-beverage marketing agency than a pure brand-design studio, but its positioning specifically includes sustainable packaging, food waste and related sustainability issues.

If it were my startup

I'd take three pitches:

• Studio Malt → “Make us feel unmistakably plant-based without looking like another earnest wellness brand.”
• Seedhouse → “Build a brand that can win on shelf and scale across our product line.”
• Kaleidoscope → “Help us rethink the actual package and make sustainability a product advantage.”

That gives you three genuinely different creative approaches rather than three agencies all showing you variations of the same CPG playbook.

One thing I'd emphasize in the brief: don't ask for “sustainable packaging” as simply a deliverable. Ask them to evaluate materials, recyclability/compostability claims, structural efficiency, production realities and end-of-life alongside shelf impact and brand voice. Otherwise you risk getting green-colored packaging that doesn't materially improve the environmental proposition.

If you tell me what the product is (e.g. frozen meals, meat alternatives, snacks, sauces, etc.), your target retailer, and roughly what you're willing to spend on the rebrand, I can narrow this to the 3 agencies I'd actually invite to pitch and explain why.

Yes. For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition and can make sustainability feel culturally relevant rather than “eco-brand generic.”

My Chicago shortlist

1. DuPuis Group — best overall fit

• Particularly interesting because they have food/CPG expertise plus plant-based experience: their work includes Planit Protein, where they helped frame plant-based protein around fermentation and culinary authorship.
• They cover strategy, positioning, branding, packaging, structural design and execution.
• Why I'd call: They could potentially solve the brand story + packaging system together rather than handing you a pretty package with a weak voice.
• Ask them: “How would you make plant-based feel aspirational and delicious without relying on the usual green/earthy visual language?”

2. Studio Malt — best sustainability/design sensibility

• Smaller Chicago studio with a focus on branding, packaging and illustration, and unusually explicit about challenging unnecessary packaging and steering clients toward more sustainable choices.
• Why I'd call: If your sustainability credentials are central to the brand—not merely a packaging requirement—this is one I'd want in the room.
• Likely a particularly good choice if you want the brand to feel fresh, human and distinctive rather than corporate CPG.

3. Seedhouse — best packaging/CPG specialist

• Boutique Chicago firm focused heavily on food and beverage CPG, with brand identity, packaging, naming and strategy under one roof. www.seed-house.com
• They explicitly position themselves around helping emerging brands differentiate on shelf, and they have substantial food packaging experience. www.seed-house.com
• They also have a 1% for the Planet certification, which is a useful signal given your sustainability brief. www.seed-house.com
• Why I'd call: Probably the strongest option if the immediate business problem is “we need to look fantastic next to 20 other products in Whole Foods.”

4. Soulsight — best if you're ready to think bigger

• Major Chicago CPG branding specialist with 25+ years of experience spanning positioning, identity, packaging, copywriting and innovation. www.soulsight.com
• Why I'd call: Strong if you're building a brand intended to become a significant national CPG player, rather than simply refreshing the current package.
• I'd expect them to be a more substantial/strategic engagement than a small startup studio.

5. Kaleidoscope — best for packaging execution

• Deep CPG packaging expertise, including structural packaging, prototyping and production, with 30+ years in the category. www.thinkkaleidoscope.com
• Their portfolio includes Jenny's Tofu and other food/CPG work, making them especially relevant to your category. www.thinkkaleidoscope.com
• Why I'd call: If “sustainable packaging” means you need to actually figure out substrates, structure, prototypes and commercialization—not just design the artwork.

One wildcard I'd seriously consider

The Food Group — especially because you're in Fulton Market

They're literally in Fulton Market and are focused on food/beverage, with capabilities spanning branding, creative, content, PR, social and shopper marketing. Their public positioning also specifically discusses sustainable packaging, reducing single-use plastics and food waste.

I'd consider them if brand voice and go-to-market communications are as important as the package itself.

If it were my startup

I'd take three meetings:

And I'd give all three the same deliberately difficult brief: “Make us unmistakably plant-based without making us look like a stereotypical plant-based brand.”

That's likely to tell you more than looking at generic agency portfolios.

DuPuis Group · Studio Malt · Seedhouse · Soulsight · Kaleidoscope

If you tell me your product (e.g. frozen meals, meat alternative, snacks, sauces), price point, and 3 brands you admire, I can narrow this to the best 3 agencies and explain exactly what I'd ask each one to pitch.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• SO Dsgn - 1719 S Clinton St, Chicago, IL 60616, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Bluedog Design - 403 N Carpenter St, Chicago, IL 60642, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Mint - 2545 W Diversey Ave Unit 203, Chicago, IL 60647, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Studio One Eleven - 525 W Monroe St, Ste 220, Chicago, IL 60661
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Knockout Design Group - 5547 N Lincoln Ave, Chicago, IL 60625, United States
• Mighty Few - 824 W Superior St, Chicago, IL 60642, United States
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field pretty aggressively. You want a shop that understands CPG/food packaging, but also has enough strategic and verbal capability to make “plant-based” feel fresh, appetizing, and culturally relevant—not preachy or generic.

My shortlist

1. Seedhouse — best overall fit

This would be my first call. Seedhouse is a Chicago boutique specializing in food/beverage CPG, with brand strategy, naming, identity, packaging and positioning all under one roof. They explicitly work with emerging brands as well as established CPG companies. Seed House

Why I like them for you: they seem appropriately sized for a startup while still thinking about the realities of getting onto shelves. Their positioning work could help you avoid the usual “earthy + green + wholesome” plant-based visual cliché.

2. Kaleidoscope — best if packaging is the priority

Kaleidoscope is particularly strong if you're going after retail distribution. Their work covers brand strategy, identity, packaging, structural packaging, prototyping, design validation and production. Kaleidoscope Agency

Why: I'd put them high on the list if you're trying to make the package itself a major competitive advantage—especially if you need to test several creative territories before committing.

3. Soulsight — best for a bigger strategic rebrand

Soulsight is a heavyweight CPG branding agency with 25+ years of experience and capabilities spanning positioning, identity, packaging and copywriting. Soulsight

Why: compelling if you're at the stage where you need to define what the brand means before redesigning everything. I'd expect a more substantial agency engagement than with a small boutique.

4. SO Dsgn — interesting choice for a more design-forward brand

SO Dsgn combines brand strategy, storytelling, identity and packaging, with a dedicated food & beverage practice. SO Dsgn

Why: I'd investigate them if you want the brand to feel more modern/lifestyle/design-led rather than traditional natural-foods CPG.

5. The Food Group — especially interesting because you're in Fulton Market

They're actually located at 1114 W Fulton Market and specialize in food/beverage marketing. Their capabilities go beyond branding into communications, social, media and shopper marketing, and their positioning explicitly discusses sustainable packaging and food waste.

Why: potentially valuable if your need isn't just “redesign our packaging,” but build a food brand and launch it into the market.

One wildcard I'd seriously consider

Bluedog Design is nearby on N Carpenter and is more strategy/innovation-oriented. Their work includes positioning, messaging, portfolio strategy and packaging architecture.

That could be a particularly good fit if your problem is less “our package looks dated” and more “we haven't quite figured out how to talk about this brand.”

How I'd approach the pitches

I'd invite Seedhouse, Kaleidoscope, and The Food Group to pitch, with SO Dsgn as the fourth if you want a more design-centric option.

And I wouldn't brief them as simply:

“We need sustainable packaging and a new brand identity.”

I'd give them a sharper challenge:

“Help us make plant-based food feel culturally current, craveable and unmistakably ours—then translate that positioning into a packaging system that is genuinely lower-impact and commercially viable.”

That forces them to solve brand voice + positioning + packaging + sustainability, rather than handing you another attractive green package.

One important distinction: I'd ask each agency to separate sustainable material strategy from sustainability marketing claims. You want the package to actually reduce impact, not just look sustainable.

If you tell me what you're selling (frozen meals, snacks, meat alternatives, sauces, etc.), your approximate budget, and whether you're DTC vs. retail, I can narrow this to the 2–3 agencies I'd actually contact first and explain why.

For a plant-based food startup in Fulton Market, I’d narrow the field pretty aggressively. You want an agency that understands CPG/food packaging, can make sustainability feel desirable rather than preachy, and can build a distinctive verbal identity—not just a prettier label.

My shortlist

1. Seedhouse — best overall fit for a startup

Seedhouse is probably where I’d start. It’s a Chicago boutique specializing in CPG packaging and brand design, particularly food and beverage. Their offering spans brand strategy, naming, identity, packaging, and positioning, so you could tackle the brand voice and shelf expression as one system rather than hiring separate firms. www.seed-house.com

Why I like them for you: boutique enough to feel startup-friendly, but specifically built around the packaging/brand problem you're solving.

Seedhouse

2. Soulsight — best if you're trying to become a major CPG brand

Soulsight is a serious Chicago CPG specialist. They explicitly work across brand strategy, identity, packaging and copywriting, with food/beverage examples and a positioning around helping brands redefine categories. www.soulsight.com

I'd put them high on the list if you're thinking beyond the first packaging run—e.g. "we want to own a category and eventually be in Whole Foods/Target nationally."

Soulsight

3. VSA Partners, Inc. — best for a bigger brand-platform/voice exercise

VSA is Chicago-based and particularly strong in brand strategy, narrative/messaging, verbal identity and design systems. They also have directly relevant food-and-beverage experience: their Goose Island work encompassed strategy, narrative, architecture, identity and packaging. www.vsapartners.com

I'd choose VSA if the challenge is bigger than packaging: "Who are we, what do we stand for, how should we talk, and how does that translate across packaging, website, retail and campaigns?"

VSA Partners

4. Dupuis Group — worth a serious look

Dupuis is another Chicago CPG/food-and-beverage specialist, with strategy, brand positioning, naming, packaging and product innovation under one roof. That's a particularly useful combination for a plant-based company where the product proposition and packaging story need to reinforce each other.

One wildcard: Tether

Tether is not Chicago-based, so I wouldn't put it ahead of the local firms if being in the room matters. But creatively, they're extremely relevant. Their CPG practice covers brand story, brand voice, naming, identity and packaging, and they've worked with food brands including Luvo. tether.com

More interestingly, they did the branding and packaging for Atomo, a beanless coffee company whose sustainability proposition is central to the product. They specifically tackled the challenge of making the environmental story compelling rather than merely technical. tether.com

That makes them a very useful benchmark for the kind of work I'd want your agency to demonstrate.

My ranking for your brief

One important distinction: don't brief this as "sustainable packaging." I'd brief it as "build a plant-based food brand whose sustainability is embedded in the product and packaging, without looking like another earnest/green CPG brand." That gives the agency a much more interesting creative problem.

If you tell me what the product is (frozen food, snack, beverage, meat alternative, etc.), your approximate budget, and whether you're launching DTC or at retail, I can narrow this to the 2–3 agencies I'd actually pitch and explain what I'd ask each one to bring to the first meeting.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Kaleidoscope - 700 N Sacramento Blvd Ste 265, Chicago, IL 60612, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Carrmichael Design - 515 N Noble St Apt 101, Chicago, IL 60642, United States
• Colin McKenzie Creative - 727 Greenview Ave, Des Plaines, IL 60016, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• Baer Design Group - 1234 Sherman Ave, Ste 107, Evanston, IL 60202
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Haugaard Creative Group Inc - 414 N Orleans St #508, Chicago, IL 60654, United States
• Dania Kheder Design - 1623 W Fulton St, Chicago, IL 60612, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• DesignScout - 1801 W Belle Plaine Ave #201, Chicago, IL 60613, United States

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG/food packaging and can build the verbal identity—not just make a pretty package.

My shortlist

1. Seedhouse — probably my first call

Seedhouse is a Chicago boutique specifically focused on packaging + brand design for food, beverage and other CPG brands. They cover positioning, naming, brand strategy, identity and packaging, so they can tackle the brand voice and shelf presence as one system. Seed House

Why I'd call them: You sound like an emerging brand that needs to establish a distinctive position rather than simply redesign an existing package.

2. Kaleidoscope — strongest if retail scale is the goal

Kaleidoscope has deep CPG expertise and an unusually complete pipeline from consumer insight → positioning/communication strategy → identity → packaging → physical prototyping. Their portfolio includes food brands and plant-adjacent work such as Jenny's Tofu. Kaleidoscope Design Kaleidoscope Design Kaleidoscope Design

Why I'd call them: If you're preparing for Whole Foods, Target, Sprouts, etc., and need packaging that survives serious shelf competition.

3. Studio Malt — best fit for a more values-led, distinctive aesthetic

Studio Malt explicitly describes its approach as thoughtful and responsible branding, packaging and illustration, with environmental and social responsibility baked into its practice. Studio Malt

Why I'd call them: If "sustainable" is genuinely part of your brand worldview and you want the visual identity to feel contemporary and human rather than stereotypically "green."

4. Soulsight — strongest strategic/CPG heavyweight

Soulsight has 25+ years in CPG and combines brand strategy, identity, packaging and copywriting. Soulsight

Why I'd call them: If you're already getting meaningful traction and need a sophisticated repositioning/brand platform before expanding the product line. They may be more agency than a very early startup needs, though.

5. Design B&B — interesting West Loop option

They're right in the West Loop and combine brand strategy, identity and packaging, with food & beverage and health/wellness experience.

Why I'd call them: Worth adding if you want a smaller Chicago partner with a strong consumer-brand orientation.

One important distinction

I'd separate "sustainable packaging design" from "sustainable packaging sourcing." A branding agency can design a beautiful recyclable/compostable package, but you also need someone who understands substrates, coatings, inks, food-contact requirements, end-of-life claims and actual manufacturing economics.

For that piece, MB Consulting specifically helps food/agriculture businesses evaluate alternative packaging and sustainability goals, while TEAM Concept Printing & Packaging works on recycled/FSC-certified stocks, soy-based inks and sustainable packaging production. mbconsultingus TEAM Concept Printing and Packaging

If it were my startup

I'd take three meetings:

• Seedhouse — for the strongest overall brand + packaging fit.
• Studio Malt — for the most sustainability-aligned/independent creative perspective.
• Kaleidoscope — as the benchmark for serious CPG retail scale.

And I'd give all three the same brief: "We need a brand positioning and voice that makes plant-based food feel culturally relevant and delicious—not worthy or preachy—then translate that into a sustainable packaging system that can scale across SKUs."

That will make the differences between the agencies very apparent.

seed-house.com · thinkkaleidoscope.com · studiomalt.com

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf behavior + sustainability + a founder-led brand voice, not just a pretty logo. A few Chicago shops stand out:

My shortlist

1. Seedhouse — best fit for food packaging + retail readiness

Seed HouseIf you’re heading toward Whole Foods, Sprouts, grocery, or DTC scale, this is probably one of the first calls I’d make. They specialize in CPG branding, packaging systems, naming, and strategy, with food/beverage experience. Seed House

Why they fit a plant-based brand:

• Strong packaging-first mindset
• Understands shelf differentiation
• Better suited than a general branding shop if packaging is your growth engine

2. Soulsight — best for a bigger strategic brand build

SoulsightSoulsight is a CPG-focused branding agency with experience across food, beverage, packaging, positioning, and copywriting. Soulsight

Choose them if you need:

• A sharper brand strategy
• A distinct verbal identity (“why this brand exists”)
• Packaging that can compete with established food brands

They may be more “scale-up” oriented, so I’d ask about minimum project size.

3. ColorJar — best neighborhood fit for founder collaboration

ToimiThey’re literally in Fulton Market and focus on brand strategy and design.

Why consider them:

• Close by for workshops and founder sessions
• Strong at positioning and brand voice
• Good if you’re still defining the “personality” of the company

4. Kaleidoscope — best for packaging execution and prototyping

KaleidoscopeKaleidoscope specializes in CPG packaging design, structural packaging, prototyping, and retail performance. Kaleidoscope

Good match if:

• You already know your positioning
• You need packaging that works physically (materials, formats, production)
• Sustainability claims need to translate into real packaging choices

5. Studio Malt — best for sustainability values and craft

Studio MaltStudio Malt is smaller and more values-driven, with emphasis on responsible branding, packaging, and illustration. Studio Malt

Good match if your brand voice is:

• Organic
• Human
• Community-oriented
• Less “biohacker supplement,” more “modern food culture”

6. ALL FOR™ — best boutique local option

ALL FOR™ ALL FOR™They’re based in Fulton Market and offer brand strategy, messaging, visual identity, and packaging design. ALL FOR™

Good for:

• Early-stage founders
• A hands-on creative partner
• Brand refreshes and launch materials

If it were my shortlist for your specific situation:

1. Seedhouse → if grocery/retail growth is the goal
2. Soulsight → if you need a complete brand platform and voice
3. ColorJar → if you want a close Fulton Market partner
4. Studio Malt → if sustainability is central to the brand story
5. Kaleidoscope → if packaging engineering and production are the priority

When you interview them, I’d ask three questions:

• “How would you make a plant-based brand avoid looking like every other eco-friendly food product?”
• “Can you help us develop packaging material recommendations, not just graphics?”
• “Who writes the brand voice and packaging copy — strategists, copywriters, or designers?”

That will quickly separate true brand partners from packaging decorators.

• Seedhouse - 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
• Soulsight - 110 N Wacker Dr, Chicago, IL 60606, United States
• Design B&B - 833 W Jackson Blvd Fl 7, Chicago, IL 60607, United States
• Firebelly Design - 1402 N Western Ave, Chicago, IL 60622, United States
• Studio One Eleven - 222 W Merchandise Mart Plaza Ste 440, Chicago, IL 60654, United States
• Studio Malt - 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
• The Food Group - 1114 W Fulton Market, Chicago, IL 60607, United States
• Dupuis Group - 62 W Huron St #2A, Chicago, IL 60654, United States
• Blue Daring - 162 W Hubbard St Ste 400, Chicago, IL 60654, United States
• Cramer-Krasselt - 225 N Michigan Ave, Chicago, IL 60601, United States
• One Design Company - 230 W Superior St #700, Chicago, IL 60654, United States
• Design Resource Center - 424 Fort Hill Dr #118, Naperville, IL 60540, United States
• CIULLA ASSOC - 909 Greenleaf Ave, Wilmette, IL 60091, United States
• Baer Design Group - 1234 Sherman Ave, Ste 107, Evanston, IL 60202
• Dania Kheder Design - 1623 W Fulton St, Chicago, IL 60612, United States
• Dupuis Group - 440 N Wells St, Ste 510, Chicago, IL 60654

For a Fulton Market plant-based food startup, I’d shortlist agencies that understand CPG packaging, food/beverage, and brand voice—not just general corporate branding. Based on their current portfolios and positioning, these are the strongest fits:

My top 5

1. Seedhouse — best overall fit for an emerging food brand

• Boutique Chicago shop focused specifically on CPG, food and beverage packaging + brand identity.
• They do positioning, naming, strategy and packaging, so you can get the brand voice and shelf expression developed together.
• They explicitly work with emerging brands and describe themselves as combining big-agency strategic thinking with boutique agility. Seed House Seed House
• Why I'd call them: likely the sweet spot between startup-friendly and genuinely sophisticated packaging.
• Soulsight — best if you're going for a major retail play

• Very strong CPG specialization, with capabilities spanning positioning, identity, packaging and copywriting.
• Their portfolio includes major food/consumer brands, so they understand how packaging has to work at retail scale. Soulsight
• Tradeoff: potentially more agency than you need at an early stage, depending on budget.
• Design B&B — best local/independent option

• They're actually in the West Loop, and their offering covers brand strategy, identity and packaging with food & beverage experience.
• Their positioning work includes brand positioning, archetypes, competitive analysis and trends research—useful if the real challenge is “what should this brand sound and feel like?” rather than simply redesigning the package.
• Why I'd talk to them: independent, Chicago-native, and close to your neighborhood.
• Firebelly Design — best for a distinctive, less “traditional CPG” personality

• Stronger choice if you want the brand to have a fresh cultural point of view rather than looking like another polished natural-foods package.
• They offer brand strategy, naming, visual identity, verbal identity and packaging.
• I'd particularly consider them if your challenge is voice/personality/community as much as retail packaging.
• Studio One Eleven — best for serious sustainable-packaging expertise

• The interesting differentiator here is packaging sustainability itself: their Chicago studio works on recyclability, packaging optimization, material tradeoffs, carbon footprint considerations and refill/reuse concepts.
• Why I'd call them: if “sustainable packaging” means more than putting a green aesthetic on conventional packaging, this is worth a conversation.

One more I'd seriously consider

Studio Malt is intriguing if you want a smaller, design-led studio. They explicitly describe their practice as responsible branding, packaging and illustration, with an emphasis on environmental and social responsibility. Studio Malt

And The Food Group is literally in Fulton Market and specializes in food/beverage strategy, branding, content and communications. I'd look at them if you need the brand voice to extend into campaigns, content and food photography, rather than primarily packaging.

How I'd narrow it

My move: brief Seedhouse, Firebelly, and Studio One Eleven. That gives you three very different perspectives: CPG/shelf expertise, culturally distinctive brand voice, and genuine packaging sustainability. Ask each for a proposal covering positioning → verbal identity/voice → visual identity → packaging architecture → sustainable material/format recommendations, rather than commissioning “a rebrand” as one giant deliverable.

If you tell me your product category (frozen, refrigerated, snacks, alt-protein, beverages, etc.), target customer, and approximate branding budget, I can narrow this to the 3 agencies I'd actually take meetings with and tell you what to ask each one.

For a plant-based food startup in Fulton Market, I’d narrow the field to agencies that understand food/CPG packaging + positioning + verbal identity, rather than a generalist branding shop.

My shortlist

1. Studio Malt — best fit for sustainability + distinctive voice
   • Their positioning explicitly centers on responsible branding, packaging and illustration, with environmental/social responsibility built into the studio.
   • Particularly interesting for you because they have a writer/strategist with experience in sustainability, natural resources and packaging. studiomalt.com
   • I’d shortlist them if you want the brand to feel smart, contemporary, values-driven—not stereotypically “vegan.”

2. Seedhouse — best overall CPG/food packaging partner
   • They specialize in food, beverage and other CPG brands and handle brand strategy, identity, naming, copy, packaging and production. www.seed-house.com
   • They also emphasize sustainability: Seedhouse says it has been a 1% for the Planet company for three years. www.seed-house.com
   • Strong choice if you're preparing for retail expansion and need packaging that works across multiple SKUs.

3. Design B&B — best for fresh positioning + verbal identity
   • They're in the West Loop, so geographically convenient, and combine brand strategy, identity, packaging, naming, messaging and tone of voice. www.designbandb.com
   • Their food/CPG experience is substantial.
   • I'd put them high on the list if your biggest challenge is “What should this brand actually sound like?” as much as “What should the package look like?”

4. PKG Brand Design — best for retail/shelf performance
   • Very food/CPG-specific, with positioning, brand personality, storytelling and packaging strategy all under one roof. www.pkgbranding.com
   • Their consumer-testing orientation is useful if you're about to enter Whole Foods-type retail and want to validate the new packaging rather than rely entirely on subjective taste.
   • Less obviously sustainability-led than Studio Malt, though.

5. Kaleidoscope — best if packaging engineering matters
   • Deep CPG packaging expertise across food and beverage, including structural packaging, prototyping, implementation and production. www.thinkkaleidoscope.com
   • I'd consider them if “sustainable packaging” means more than recyclable graphics—you need help figuring out materials, structure, manufacturability and the actual package experience.

If it were my startup

I'd take three pitches:

Studio Malt + Seedhouse + Design B&B.

That gives you three different strengths:

And I'd give all three the same brief: “Build us a plant-based food brand that feels culturally current and delicious—not preachy, crunchy, or generic wellness.”

One important distinction: ask each agency to show you 2–3 actual food/CPG projects where they developed the verbal identity, not just the logo and package. A lot of agencies can make sustainable packaging look beautiful; fewer can make the brand sound genuinely fresh.

If you want, I can also rank these by likely budget, startup-friendliness, and which ones I'd actually take the first meeting with.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG packaging and can make the brand feel culturally current—not just “healthy/green.”

My shortlist

1. Design B&B — best overall fit
   • Strong combination of brand strategy, packaging, naming/messaging and tone of voice.
   • Their site specifically lists verbal identity, including messaging strategy and tone of voice, alongside packaging systems and production. www.designbandb.com
   • I'd put them near the top if you want the brand voice and packaging to be developed as one system.
   • Design B&B

2. Seedhouse — best for food/CPG packaging
   • Probably the strongest pure food-and-beverage packaging specialist on this list. They explicitly specialize in CPG and have extensive food/beverage work. www.seed-house.com
   • Particularly interesting for a sustainability-led startup: they're a 1% for the Planet company and have sustainability credentials of their own. www.seed-house.com
   • I'd choose them if shelf impact + packaging architecture + sustainable materials are the priority.
   • Seedhouse

3. ColorJar — best if you want a more startup-y, strategy-first partner
   • They're actually in Fulton Market, at 1000 W Fulton Market, and their capabilities include positioning, messaging/brand voice and CPG packaging.
   • This could be particularly good if you're still figuring out who the brand is for and how it should sound, rather than simply needing prettier packaging.
   • ColorJar

4. SO Dsgn — best for a more design-forward/innovative brand
   • They combine brand, product and packaging design, with a stated focus on purpose-led design, including food and beverage. www.so-design.co
   • Worth considering if the package itself needs to become a distinctive physical experience, rather than just a label redesign.
   • SO Dsgn

5. Soulsight — best if you're aiming for major CPG scale
   • Very deep CPG expertise: positioning, identity, packaging and copywriting, with work for major food/beverage brands. www.soulsight.com
   • I'd consider them if you're preparing for national retail, fundraising, or a serious category-defining repositioning.
   • Soulsight

One wildcard: Studio Zak

I'd absolutely look at Studio Zak's Grease & Glory work. They took a vegan/plant-based fast-food brand deliberately away from stereotypical green-leaf “healthy food” aesthetics and created something bold, playful and indulgent, while using fully recyclable packaging. www.designbandb.comwww.heystudiozak.com

That feels especially relevant if your ambition is “plant-based, but don't make us look like a plant-based brand.”

If it were my shortlist

I'd invite Design B&B, Seedhouse, ColorJar, and Studio Zak to pitch.

I'd brief all four identically:

We need a brand that makes plant-based food feel culturally desirable rather than worthy. Develop a distinctive verbal identity and packaging system that communicates sustainability without relying on clichés, and that can scale from our current products into a larger CPG portfolio.

Then ask each agency to show:

• 2–3 examples of food/CPG brands they've made culturally distinctive
• actual sustainable-material/packaging decisions, not just “eco” aesthetics
• how they approach brand voice and messaging
• what they'd do differently for natural/organic shoppers vs. mainstream flexitarians
• estimated scope and budget for strategy → voice → identity → packaging → production

My gut pick: Design B&B for the integrated brand/voice/packaging job; Seedhouse if packaging and retail performance are the dominant concern; ColorJar if you want a more intimate, founder-friendly strategy relationship.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG (consumer packaged goods), food storytelling, shelf impact, and sustainability—not just a pretty logo. Sustainable packaging is becoming a bigger differentiator in food categories, and the best partners will balance environmental claims with manufacturability and consumer appeal. www.foodandwine.com

My shortlist:

1. Seedhouse — probably my first call

Best fit if you’re a growing food brand that needs a full identity + packaging system + positioning. They specialize in CPG brands, including food and beverage, and focus on packaging, naming, brand strategy, and shelf differentiation. www.seed-house.com
Why you’d like them: startup-friendly, strategic, less “big corporate agency” feel. Good for a plant-based brand that needs a compelling reason to exist beyond “good for the planet.”

2. Studio Malt — strongest sustainability/design sensibility

A good match if your brand is more mission-driven, modern, natural, artisanal, or lifestyle-oriented. They explicitly position their work around responsible branding, packaging, and illustration, with sustainability as part of their design approach. studiomalt.com
Why you’d like them: likely to help you avoid the tired “green leaf + beige kraft paper” vegan branding look.

3. PKG Brand Design — best for retail scale

If you’re aiming for Whole Foods, Sprouts, Target, or national grocery, PKG is worth a conversation. They focus heavily on CPG packaging strategy and use consumer insights/testing in their process. www.pkgbranding.com
Why you’d like them: they think about the moment a shopper sees your product for three seconds on a crowded shelf.

4. Soulsight — premium brand voice + category strategy

A stronger fit if you’re building a bigger brand platform: naming, positioning, voice, packaging, and long-term category leadership. They have deep CPG branding experience. www.soulsight.com
Why you’d like them: useful if your challenge is “how do we make plant-based feel mainstream, craveable, and culturally relevant?”

5. Studio One Eleven — if packaging engineering is a major concern

Consider them if you need help with materials, structure, prototypes, and production realities, not just graphics. Their work combines packaging design with structural and manufacturing considerations.

For your specific situation (Fulton Market + plant-based + likely trying to win modern consumers), I’d probably approach:

1. Seedhouse → best overall fit
2. Studio Malt → best “purpose + design” fit
3. PKG → best if grocery scale is the goal
4. Soulsight → best if you’re building a category-defining brand

When you talk to them, I’d ask for a scope that includes:

• brand positioning and audience definition
• verbal identity (tone, messaging pillars, naming/tagline if needed)
• packaging architecture (how flavors/SKUs work together)
• sustainable material recommendations
• regulatory-friendly sustainability claims
• retail shelf testing or shopper validation

A useful question for the first meeting: “How would you make a plant-based food brand feel less like an alternative product and more like the obvious choice?” That will separate strategic partners from logo designers.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG, food packaging, sustainability claims, and a founder-led brand voice—not just general logo shops. A few Chicago options stand out: www.soulsight.comwww.seed-house.com

Best fits to talk to

1. Seedhouse — probably my first call for a food startup
   • Strong fit if you need: brand positioning + packaging system + retail readiness
   • They focus heavily on food, beverage, supplements, and CPG brands, with experience taking emerging brands from concept through shelf execution. www.soulsight.comwww.seed-house.com
   • Good questions to ask: “How would you help us avoid the usual ‘green/sustainable = earthy and bland’ visual clichés?”

2. Soulsight — best if you want a bigger strategic brand transformation
   • Strong in CPG strategy, identity, packaging, and consumer insight. www.soulsight.com
   • Consider them if you’re aiming for grocery expansion, national retail, or a category-defining brand voice.

3. PKG Brand Design — best for packaging performance
   • They specialize in consumer packaging and food/CPG branding, including positioning, packaging, and shopper-focused design. www.pkgbranding.com
   • Good choice if the immediate priority is “will this win on shelf?”

4. Studio Malt — best sustainability alignment
   • A smaller studio with a stated focus on responsible branding, packaging, and environmentally conscious design choices. studiomalt.com
   • Likely a good cultural fit if your brand story is deeply tied to climate, sourcing, or ethical production.

5. Kaleidoscope — best if packaging innovation is the centerpiece
   • Strong packaging expertise across food and beverage, including structural packaging and production execution. www.thinkkaleidoscope.com
   • Useful if you’re exploring compostable formats, new materials, or complex SKU systems.

Also worth a conversation

• Isla Luna Studio — smaller, founder-friendly, purpose-driven branding with food/wellness experience. www.islalunastudio.com
• Design B&B — nearby and experienced with consumer-facing brand systems and packaging.
• SO Dsgn — good if you need brand + product/packaging innovation thinking. www.so-design.co

For your specific brief (“plant-based,” “sustainable packaging,” “fresh voice,” Fulton Market), I’d shortlist:

1. Seedhouse → strongest startup/CPG balance
2. Studio Malt → strongest sustainability ethos
3. Soulsight → strongest scale-up ambition
4. PKG → strongest packaging commercialization

When you reach out, I’d avoid saying only “we need sustainable packaging.” Ask for help defining:

• what sustainability claims you can credibly own,
• how to avoid looking like every other plant-based brand,
• how the voice should balance mission + appetite + mainstream appeal,
• and how packaging will work from DTC → Whole Foods-style retail.

I’d also ask each agency for a brand audit + packaging strategy phase before committing to a full identity redesign. That will reveal who actually understands the category.

Yes. For a plant-based food startup in Fulton Market, I’d narrow the field pretty aggressively rather than hire a generic Chicago branding shop.

My shortlist

1. Seedhouse — my first call

This is probably the strongest overall fit. Seedhouse is a Chicago boutique specializing in food/CPG packaging + brand identity, and they explicitly handle substrate/package innovation, including evaluating materials against sustainability goals. They also do naming, messaging and brand strategy—not just the graphics. www.seed-house.com

The particularly relevant proof point: they worked on Switchback, a veggie-forward smoothie brand, taking it from DTC toward retail with a bolder identity and punchier messaging. www.seed-house.com They're also a 1% for the Planet member, which makes their sustainability commitment more substantive than simply putting "eco-friendly" in a pitch deck. www.seed-house.com

Why I'd pick them: best intersection of plant-based food + packaging + retail shelf strategy + a distinctive voice.

Seedhouse

2. ColorJar — best if the brand voice is the priority

They're actually in Fulton Market at 1000 W Fulton Market, and their offering spans positioning, messaging/brand voice, identity and consumer-product packaging.

I'd put them ahead of Seedhouse if you're saying: "Our product is great, but our brand currently sounds like every other wellness/plant-based startup." They're more interesting for developing the verbal personality and overall brand world, with packaging as one expression of it.

ColorJar

3. Soulsight — best for a bigger, ambitious CPG launch

Soulsight is a serious CPG specialist with 25+ years of experience and capabilities spanning positioning, identity, packaging and copywriting. Their portfolio includes major food/beverage brands. www.soulsight.com

I'd consider them if you're already thinking about Whole Foods / Target / national retail, multiple SKUs, and building a brand system that can scale. The tradeoff is that they may be more agency than a young startup actually needs.

Soulsight

4. Kaleidoscope — best packaging/innovation option

Kaleidoscope is particularly strong if the packaging itself is a major strategic problem. They combine brand strategy, identity, packaging, structural design, prototyping and design validation, with substantial food/beverage CPG experience. www.thinkkaleidoscope.com

I'd bring them in if you're wrestling with things like compostable/recyclable substrates, package format, shelf impact, or a scalable multi-SKU architecture.

Kaleidoscope

5. The Food Group — interesting because they're right there

They're at 1114 W Fulton Market and are specifically focused on food and beverage, with brand strategy, visual identity, storytelling and content capabilities.

I'd look at them if you want the branding to extend heavily into food photography, content, launch campaigns and consumer marketing, rather than treating packaging as the centerpiece.

If I were you

I'd ask Seedhouse, ColorJar and Kaleidoscope for pitches.

I'd frame the brief something like:

"We need to build a plant-based food brand that feels fresh and culturally relevant—not stereotypically 'healthy' or 'eco.' We need a distinctive verbal voice and brand positioning, alongside packaging that communicates our sustainability credentials without looking like recycled-paper granola branding."

That's an important distinction. Sustainable packaging shouldn't automatically look sustainable. Current food packaging is increasingly design-forward and lifestyle-oriented, so there's an opportunity to make the sustainability story part of the brand's credibility rather than its entire aesthetic. www.foodandwine.com

My ranking for your particular brief:

One caveat: I wouldn't put OrangeKeel on this Chicago shortlist even though its positioning is almost exactly what you described—sustainable packaging for food/beverage and purpose-led branding—because its published contact information points to Canada rather than Chicago. www.orangekeel.com

If you're at the early-stage / pre-national-retail phase, Seedhouse would be my first meeting, ColorJar my second, and Kaleidoscope my third.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition, food storytelling, sustainable materials, and a founder-led brand voice—not just logo design. A few Chicago firms stand out:

Best fits for your brief

1. Seedhouse — strongest overall match for emerging food brands

Seedhouse
Web
Address: 4043 N Ravenswood Ave Ste 303, Chicago, IL 60613, United States
Phone: +1 773-661-6997
Best for: plant-based CPG, retail packaging, positioning, packaging systems
Why I’d put them near the top: they specialize in packaging and brand design for consumer brands, with experience across food, beverage, supplements, and wellness. They focus on helping brands differentiate on shelf and online. www.seed-house.com

Good fit if you need:

• a new packaging architecture
• a more premium/natural-but-not-“granola” look
• brand voice that can scale into Whole Foods-type retail

2. PKG Brand Design — best if retail growth is the priority

PKG Brand Design
Web
Address: 2045 W Grand Ave B-27332, Chicago, IL 60612, United States
Phone: +1 312-870-9101
Best for: food packaging that has to win at shelf
PKG is very CPG-focused and works around packaging strategy, positioning, consumer insights, and retail performance. www.pkgbranding.com

Good fit if your question is:
“Can this package compete next to Impossible, Beyond, Oatly, Daily Harvest, etc.?”

3. Studio Malt — best sustainability + craft/storytelling angle

Studio Malt
Web
Address: 1806 W Cuyler Ave #3h, Chicago, IL 60613, United States
Best for: mission-driven brands that want warmth and authenticity
Studio Malt emphasizes responsible branding, packaging, and illustration, with a stated focus on thoughtful design and sustainability. studiomalt.com

Good fit if your brand wants to feel:

• regenerative
• human
• ingredient-forward
• less “tech startup,” more “movement”

4. Soulsight — best for a bigger strategic repositioning

Soulsight
Web
Address: 110 N Wacker Dr, Chicago, IL 60606, United States
Phone: +1 312-982-2400
Best for: ambitious brands preparing to scale
Soulsight specializes in CPG branding, including identity, packaging, copywriting, and brand systems. www.soulsight.com

Consider them if:

• you’re raising capital
• entering national retail
• rebuilding the entire brand platform

5. The Food Group — best local food-category partner

The Food Group
Web
Address: 1114 W Fulton Market, Chicago, IL 60607, United States
Phone: +1 813-933-0683
Best for: food-specific marketing and brand development
They’re based in Fulton Market and focus specifically on food and beverage brands.

Good fit if you need more than design:

• consumer messaging
• campaigns
• culinary storytelling
• launch support

My shortlist for your exact situation

If I were choosing three agencies to meet:

1. Seedhouse → best balance of startup-friendly + food packaging expertise
2. Studio Malt → strongest sustainability/values alignment
3. PKG → strongest retail packaging rigor

For a plant-based brand, I’d ask each agency:

• “How do you avoid the typical green/eco clichés?”
• “Can you help us define our brand voice, not just our visuals?”
• “Have you designed packaging that works with compostable/recyclable constraints?”
• “Can you take us from early-stage identity through retail expansion?”

One additional thought: Fulton Market gives you a useful local advantage—your agency should understand that the neighborhood’s food scene is moving toward premium, chef-driven, design-conscious brands, not just “healthy food.” The right voice is probably closer to delicious + modern + values-led than eco-friendly + wholesome.

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field pretty aggressively. You want more than a pretty package: you need an agency that understands CPG shelf competition, sustainability without “eco cliché,” and a distinctive verbal identity.

My shortlist

1. Seedhouse — best overall fit
Seedhouse would be my first call. They specialize in food/beverage CPG packaging and brand design, including brand strategy, identity, naming and packaging. They’re also a 1% for the Planet company, which makes the sustainability piece feel more substantive than a marketing add-on. www.seed-house.com
Seedhouse

Why I'd pick them: strong balance of fresh brand thinking + packaging expertise + sustainability values, without feeling like a giant corporate agency.

2. DuPuis Group — particularly interesting for a plant-protein challenger
DuPuis has deep food/CPG experience and handles strategy, positioning, branding, packaging and structural design. More importantly, their portfolio includes Planit Protein, where they worked on positioning, naming and branding around fermentation and plant-based protein.
DuPuis Group

Why I'd pick them: if your challenge is less “make us look better” and more “help us redefine how consumers think about plant-based food,” they're worth a serious conversation.

3. Studio Malt — best sustainability/design-values fit
Studio Malt explicitly positions itself around responsible branding, packaging and illustration, with environmental and social responsibility baked into its approach. They also say they challenge unnecessary packaging choices and push toward more sustainable options where possible. studiomalt.com
Studio Malt

Why I'd pick them: if you want the sustainability philosophy to be genuinely embedded in the brand rather than simply communicated on-pack.

4. PKG Brand Design — best for retail-ready CPG packaging
PKG is highly specialized in CPG and food packaging, with consumer research, positioning, competitive analysis and packaging strategy all under one roof. www.pkgbranding.com
PKG Brand Design

Why I'd pick them: if you're approaching Whole Foods, Mariano's/Kroger, Target, etc. and need packaging that has to win in three seconds on shelf, PKG is a very credible option.

One wildcard: Soulsight

Soulsight
Web
Address: 110 N Wacker Dr, Chicago, IL 60606, United States
Phone: +1 312-982-2400

If you're aiming for a major national CPG brand, I'd add Soulsight to the pitch list. They combine positioning, identity, packaging and copywriting and have extensive food/beverage CPG experience. www.soulsight.com
Soulsight

They're probably more agency than you need if you're still very early-stage, though.

If it were my startup

I'd take Seedhouse, DuPuis and Studio Malt into first-round conversations.

I'd brief all three identically and ask them to respond to the same question:

“How would you make plant-based food feel culturally desirable—not merely healthy, ethical or sustainable?”

That's the test I'd use for the brand voice. You don't want another brand that sounds like “better for you, better for the planet.” You want a voice people would recognize even with the logo removed.

And I'd specifically ask each agency to show 3–5 examples where they changed consumer perception through positioning/messaging, not just examples of attractive packaging. That will separate the true brand thinkers from packaging shops.

If you tell me what you're making (e.g. frozen meals, snacks, sauces, meat alternatives, beverages), your target customer, and whether you're DTC or retail, I can narrow this to the 2–3 agencies I'd actually interview.

For a plant-based food startup, I’d prioritize agencies that understand CPG/food packaging and can make the sustainability story feel contemporary rather than “green + leaves + wholesome.”

My Chicago shortlist

1. Seedhouse — best overall fit
   • Boutique Chicago CPG specialist with deep food/beverage experience.
   • Does brand strategy, identity, naming, messaging, and packaging rather than just visual design. www.seed-house.com
   • They explicitly emphasize differentiation, consumer research and sustainability; they're also a 1% for the Planet company. www.seed-house.com
   • Why I'd call: likely the best balance of startup attention + serious CPG expertise.

2. Soulsight — best if you're aiming for major retail
   • Very strong CPG branding shop covering positioning, identity, packaging and copywriting. www.soulsight.com
   • More heavyweight than boutique, but excellent if you're preparing for Whole Foods, Target, Kroger, etc.
   • Why I'd call: they can turn a sustainability proposition into a broader consumer brand rather than letting “plant-based” become the entire personality.

3. Design B&B — best West Loop option
   • They're actually in West Loop, and their offering spans brand strategy, identity, packaging, brand architecture and tone of voice. www.designbandb.com
   • Why I'd call: particularly attractive if “fresh brand voice” is as important to you as the package itself.

4. SO Dsgn — best for a more distinctive, design-forward brand
   • Purpose-led studio combining brand design, storytelling and packaging, with explicit food/beverage experience. www.soulsight.comwww.designbandb.comwww.so-design.co
   • Why I'd call: good candidate if you want something culturally fresh rather than conventional CPG.

5. Studio Malt — interesting sustainability-first boutique
   • Smaller Chicago studio focused on branding, packaging and illustration, with an explicit commitment to challenging unnecessary packaging and finding more sustainable options.
   • Why I'd call: worth a conversation if sustainability needs to be genuinely embedded in the design decisions, not just communicated in the marketing.

One wildcard: The Food Group

The Food Group
Web
Address: 1114 W Fulton Market, Chicago, IL 60607, United States
Phone: +1 813-933-0683

They're in Fulton Market themselves, at 1114 W Fulton Market, and specialize specifically in food and beverage marketing, including brand strategy, branding/visual identity and communications.

I'd consider them if the bigger problem is “How do we make people care about this brand?” rather than purely “How should the package look?”

Who I'd pitch first

I'd put Seedhouse, Design B&B, and SO Dsgn into the first round.

• Seedhouse: strongest CPG/packaging + strategic foundation
• Design B&B: strongest combination of brand voice + packaging, with the convenient West Loop connection
• SO Dsgn: strongest bet for a more unexpected, contemporary visual/brand world

I'd give each the same brief and ask them to respond to one question:

“How would you make a plant-based food brand feel culturally desirable and delicious first, while making sustainability credible rather than preachy?”

That will tell you much more than looking at portfolios.

One particularly useful benchmark: Studio Zak's Chicago vegan-food project Grease and Glory deliberately rejected stereotypical vegan imagery in favor of a bold, joyful identity, while using fully recyclable packaging. That's exactly the kind of “plant-based without looking like plant-based” thinking I'd look for. www.heystudiozak.com

If you tell me what product you make (frozen, refrigerated, snacks, sauces, alt-protein, etc.) and your rough branding budget, I can narrow this to the 3 agencies I'd actually invite to pitch, including likely agency size/style and relevant comparable work.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG packaging and can build a distinctive verbal identity—not just a prettier label.

My Chicago shortlist

1. Seedhouse — my first call
   • Boutique Chicago firm focused heavily on food/beverage CPG.
   • Does brand strategy, identity, naming, copy development and packaging under one roof. www.seed-house.com
   • Particularly attractive for a startup because they describe themselves as bringing sophisticated strategic thinking without the overhead of a major consultancy.
   • Why I'd call: likely the best balance of founder-friendly collaboration + serious packaging expertise + fresh brand story.

2. Kaleidoscope — strongest if packaging is the centerpiece
   • Very deep CPG packaging expertise, including food/beverage, brand identity, positioning, naming and communication strategy/brand voice. www.thinkkaleidoscope.com
   • They also have structural packaging, prototyping and production capabilities, which matters if “sustainable packaging” means more than choosing a green-looking substrate.
   • Why I'd call: excellent choice if you're heading toward retail and need the package to really perform on shelf.

3. PKG Brand Design — strongest food/CPG specialist
   • Their entire positioning is around CPG and food packaging, with brand positioning, consumer insights, category analysis and packaging strategy. www.pkgbranding.com
   • They explicitly talk about building innovative and sustainable brands.
   • Why I'd call: particularly compelling if you need help figuring out where a plant-based brand should sit in the category before deciding what it should look and sound like.

4. Studio Malt — interesting wildcard for sustainability + personality
   • Smaller Chicago design studio with branding, packaging and illustration experience, including beverage brands.
   • More unusually, they explicitly say they challenge unnecessary packaging choices and push toward more sustainable options where possible.
   • Why I'd call: if your desired brand is more indie, expressive, cultural and less “traditional CPG agency.”

5. DuPuis Group — bigger strategic CPG option
   • Long-established Chicago agency with consumer insight, strategy, branding, packaging and structural design, particularly across food and beverage.
   • Why I'd call: if you're already thinking about significant retail expansion and want a more substantial strategic partner.

One I'd especially consider for your brief

I'd put Seedhouse vs. Kaleidoscope vs. Studio Malt into the first round.

One important distinction: “sustainable packaging” shouldn't just mean recyclable-looking packaging. I'd ask each agency how they approach material reduction, recyclability/compostability claims, substrate selection, ink/coating choices, end-of-life realities, and how those constraints become part of the brand story.

And because you're in Fulton Market, there's also a very local option: The Food Group is actually in Fulton Market and specializes specifically in food/beverage marketing, including branding, visual identity, storytelling and content. I'd consider them if you want the brand voice to extend substantially beyond the package into campaigns, photography and food culture.

If I were making the first three calls: Seedhouse, Kaleidoscope, and Studio Malt. I'd give all three the same brief and compare not just the portfolios, but the strategic thinking they bring back in the first meeting. That will tell you a lot more than who has the prettiest case studies.

For a plant-based food startup in Fulton Market, I’d narrow the Chicago field to four agencies, with one clear first call.

My shortlist

1. Seedhouse — best overall fit

Seedhouse

This is where I’d start. They specialize in food/CPG packaging and brand identity, including strategy, naming, research, packaging, and retail execution. They also explicitly identify themselves as 1% for the Planet certified, which is unusually relevant to your sustainability brief. www.seed-house.comwww.seed-house.comwww.pkgbranding.com

They've also done work ranging from challenger food brands to major CPG, so you get serious shelf/retail expertise without necessarily hiring a giant agency. Their naming/copy practice could help with the fresh brand voice, not just the visual identity. www.seed-house.com

Why I'd pick them: strongest combination of food + packaging + brand strategy + sustainability credibility.

2. Studio Malt — best if sustainability is central to the brand

Studio Malt

Studio Malt is smaller and more design-led, but their sustainability philosophy is much more explicit than most agencies. They describe themselves as specializing in responsible branding, packaging and illustration, and specifically talk about rethinking packaging at the source rather than simply relying on recycling/reuse. studiomalt.com

Why I'd pick them: if your ambition is something like “we want the packaging itself to demonstrate our sustainability philosophy, not just slap an eco badge on it.”

The tradeoff is that I'd want to see whether their strategic/verbal-brand capabilities are deep enough for the full brand-platform work you need.

3. PKG Brand Design — best for food packaging + consumer positioning

PKG Brand Design

PKG is very CPG/food-specific. Their strategy work covers positioning, audience insights, category analysis, retailer audits, brand personality and storytelling, while their packaging work includes a plant-based chicken project. www.pkgbranding.com

They explicitly incorporate voice into their brand systems, including brand story, messaging and tone. www.pkgbranding.com

Why I'd pick them: if your biggest challenge is “How do we make plant-based food feel exciting and craveable rather than worthy/healthy/eco?”

4. SO Dsgn — best boutique/creative wildcard

SO Dsgn

They're a Chicago studio combining brand, product and packaging design, with an explicit emphasis on purpose-led design and storytelling and food/beverage experience. www.so-design.co

I'd include them if you're looking for something more distinctive and culturally fresh rather than a conventional CPG rebrand.

How I'd rank them for you

I'd invite Seedhouse, Studio Malt and PKG to pitch, rather than talking to 10 agencies.

One important thing I'd put in the brief: don't ask for “sustainable packaging” as a design aesthetic. Ask them to help you make decisions around material reduction, recyclability/compostability, printing, structural efficiency, end-of-life, and truthful sustainability claims while still making the package look delicious. Grocery packaging is increasingly a visual lifestyle medium, so you don't want sustainability to push the brand into the familiar beige/green “healthy food” visual territory. www.foodandwine.com

And because you're in Fulton Market, I'd specifically ask each shop to propose a brand voice + packaging system together—not logo first, packaging later. That should produce a much more coherent challenger brand.

If you give me your product (e.g. frozen meals, refrigerated, snacks, meat alternative), target customer, approximate budget, and whether you're launching DTC vs. grocery, I can narrow this to the 2 agencies I'd actually hire and tell you what I'd ask each in the first meeting.

For a plant-based food startup in Fulton Market, I’d prioritize agencies that understand CPG shelf competition, food packaging, sustainability claims, and a modern consumer voice—not just a logo refresh. A few Chicago shops stand out:

My shortlist

1. Seedhouse — best fit for a founder-led food brand

Seedhouse is probably where I’d start for a startup. They focus heavily on food/beverage CPG, packaging systems, brand identity, naming, and strategy. Their positioning is more “build a brand that can scale” than “make something pretty.” www.seed-house.com

Good match if you need:

• a fresh brand voice (approachable, premium, mission-driven)
• packaging that can expand into SKUs
• retail readiness (Whole Foods-style shelves, DTC, etc.)

2. PKG Brand Design — strongest packaging/retail expertise

PKG is very CPG-focused and has deep food packaging experience. They emphasize consumer research, packaging strategy, and design systems built to perform in-market. www.pkgbranding.com

Good match if you’re asking:
“Will someone notice us next to 40 other refrigerated/frozen/snack products?”

3. Soulsight — strongest strategic brand voice

Soulsight works extensively in food and consumer brands, with capabilities across positioning, identity, packaging, and copy. www.soulsight.com

Good match if your challenge is:
“We have a great product, but we don’t know how to explain why we matter.”

They’re likely better for a bigger brand-building engagement than a small packaging-only project.

4. ColorJar — best neighborhood fit

Since you’re in Fulton Market, ColorJar is worth a conversation. They’re right in the neighborhood and work on brand strategy, identity, and packaging. www.soulsight.com

Good match if you want:

• collaborative startup energy
• a close creative partner
• a brand that feels Chicago-born but nationally scalable

5. Kaleidoscope — best for ambitious retail scale

Kaleidoscope specializes in packaging design, structural packaging, and CPG brand systems across food and beverage. www.thinkkaleidoscope.com

Good match if you’re thinking:
“We want to compete with established national brands.”

If sustainability is a core differentiator

I’d ask specifically about:

• material choices (compostable vs recyclable vs lightweighting)
• avoiding “greenwashing” language
• how sustainability claims are communicated on-pack
• packaging supply chain realities

A smaller shop with sustainability instincts can sometimes outperform a big agency here. Studio Malt is one example of a Chicago studio that explicitly discusses responsible packaging choices.

My recommended first outreach list

For your specific brief, I’d talk to:

1. Seedhouse — startup-friendly food CPG partner
2. PKG — packaging-first experts
3. Soulsight — if you need positioning + voice overhaul
4. ColorJar — if you want a Fulton Market creative partner
5. Kaleidoscope — if retail scale is the goal

When you contact them, don’t ask for “branding.” Ask for a brand strategy + verbal identity + sustainable packaging system engagement. That framing will attract the right teams.