Frequently Asked Questions About Our Creative Services
Find answers here.
Answers to common questions about our packaging, POS and Hispanic marketing work, our process and how to start a project. Based in Pasadena, we work with CPG brands across Los Angeles and nationwide.
ICON is a Pasadena creative agency for consumer packaged goods (CPG) brands. We design packaging, point-of-sale displays, brand identities and campaigns for general market and U.S. Hispanic audiences. Founded in 2004, we have completed 500+ projects across 219+ brands.
Our main office is in Pasadena, California, with a second office in Barcelona, Spain. We meet clients in person across Los Angeles, Glendale, Burbank and Southern California, and work remotely with brands across the U.S. and internationally.
Our core team worked together in-house at Nestlé USA in Glendale, where Dan Castro was Creative Director. Since then we’ve designed packaging for brands such as Maggi, La Guadalupana, Big Chewy Nerds and SweeTARTS, and licensed packaging for Kellogg’s, General Mills and Cinnabon. We know the manufacturing, print and retail requirements a package has to meet.
We start from cultural insight and create in Spanish and English from the first draft. Our bilingual team builds brand stories that feel native to U.S. Hispanic consumers while still working for the general market, as in our work for La Lechera, El Ranchero and La Guadalupana and our total market experiential programs.
A typical project moves through a brief and category review, concept development, refinement with your team and consumer feedback when needed, and production-ready files for your printer. We work with your regulatory and supply chain requirements from the first round, so the approved design is the one that ships.
It depends on the number of SKUs, the approval chain and retailer deadlines. After the first brief we share a schedule planned back from your shelf date or sell-in meeting.
Yes. We design displays, merchandising, retail collateral, store takeovers and partnership promotions, as in our programs for Nesquik, El Ranchero and SweeTARTS.
Yes. We design Amazon A+ pages (for example for Gerber), e-commerce sites, and social and video content, so the brand looks the same online as on shelf.
Both. Our clients range from Nestlé, Gerber and Kellogg’s to challenger brands such as Z & O Hemp Tea, Krafted Rum and Hygen-X.
Email engage@iconcreative.agency, call +1 (626) 233 9898 or use the contact form. We start with a call about your goals, deadline and budget, then send a proposal.
