Cool Kids Design Studio

Founder

Justin Akira | Freelance Brand Strategist & Designer

Freelance Brand Strategist & Designer

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I'm a brand designer who partners with small businesses to help them build meaningful brands so they can better connect with their customers and grow their business. 

When you first start your business almost everything is DIY. Finances, hiring, project management, marketing, inventory…and branding!

But as an entrepreneur you know how vitally important each is to its success.

A great brand does so many things for your business:

RECOGNITION - People tend to do business with brands they are familiar with. A great brand will resonate with them. Even if they aren't ready to use your products or services yet, you'll be top of mind when they are.

TRUST - This is one of the most important things your customers can give you. You earn it through your brand by establishing a promise and then delivering on it over and over again. (This also builds loyalty!)

NEW CUSTOMERS - People LOVE to tell others about the brands they like and use. When you have a strong brand that your customers love they are highly likely to refer your business to their friends and family.

As a small business myself, I know what it’s like to have to handle everything my business needs - and know that I don’t have the time or the know-how to do most of it! My values, experience and knowledge guide me in everything I do - from my approach to design to my relationships with the great people I work with. 

If you're ready to build a strong brand and grow your business, need some advice or just have questions send me a message!

Hey 👋 I’m Justin.


Every few months I like to reintroduce myself because there are always new faces here—and because my work and perspective keep evolving.

I run Cool Kids Design Studio, a branding studio based in San Francisco.

We work with early-stage food & bev CPG brands—helping founders take what they’ve built with heart and hustle and turn it into a brand that’s ready for bigger stages.

Some of the founders I work with are trying to break into retail for the first time. 

Others are already on shelves but struggling to stand out. Either way, I love helping them find the clarity, credibility, and creativity their brand needs to compete.

Why this work matters to me:

I’ve seen too many good products stall out—not because they weren’t tasty or thoughtful, but because the branding didn’t tell the story. And I believe the right branding can be the difference between staying small and becoming the brand shoppers reach for again and again.

Outside of work? I’m a dog dad, a food lover, and someone who spends way too much time in the snack aisle (consider it research).

If you’re building something in food & beverage, I’d love to connect. And if we’ve already crossed paths, drop a comment below—I’d love to say hi again.

Justin Akira Uyemura

Brand & Package Design for CPG Food & Beverage | Helping emerging brands secure distribution and drive sales | Great products deserve great branding | Ready to scale? Let's connect

What’s a song that instantly takes you back to your high school days?


Or a smell that immediately reminds you of family dinners when you were a child?

You know what that is?

Nostalgia.

Nostalgia is one of the most underrated tools in branding.

Because nostalgia doesn’t just make us remember—it makes us feel.

And feelings drive trust, loyalty, and purchase decisions faster than features ever will.

Think about the brands you grew up with. 

A cereal box. 
A soda can. 
A local beer label. 

Those visuals don’t just live in your pantry—they live in your memory.

When we worked with Sitka Brewing Co. on their new non-alcoholic line, nostalgia became the anchor. Sitka has 40+ years of history in Alaska. 

Their community knows them. 
Loves them. 
Trusts them.

So the strategy wasn’t to chase what’s “new” in NA beer. It was to carry forward what was true about Sitka—craftsmanship, resilience, a deep connection to place—and reframe it for today’s wellness-minded drinker.

The result? 

A brand that felt both fresh and familiar. Something adventurous enough to stand on national shelves, but still deeply rooted in Sitka’s legacy.

That’s the power of nostalgia in branding:

Done right, it doesn’t hold you in the past. It helps your audience carry you into the future.

👉 What’s a brand that taps into nostalgia for you, but still feels current?

I was on a call with someone last week and they asked me a question that stumped me for a second.

"What does your process look like?"

And the funny thing is, I get asked that question all the time.

But it stumped me because I've been thinking that very same thing over the last several projects.

What DOES our process look like?

Well, we don't have one.

Ok that's not true. We do.

But...

It isn't ever the same each time we work on a project.

Why not?

Because while we do have a process, we alter it to fit the client.

No 'this is the way it's going to work'.
No forced, rigid structure.
We fit you, not the other way around.
We give you room to think and breathe.

Hate video calls? That's totally ok.
Need to be walked through designs? We got you.

From day one, we find what fits you, your schedule and your workflow and we find a process that will work with both parties to get you to your outcome.

Happy Monday! Let's get it.

What's perhaps the most overlooked part of cpg branding?



Messaging.

Yes. The words.

The words on your packaging. 

The words on your website. 

The words on your displays.

Most of my clients looking for a brand identity upgrade want to get right to the visuals and then forget about the rest.

Your brand’s messaging is one of the most influential aspects of your brand.

And often the most overlooked.

You sell candy. So does everyone else. Your chips are crispy. Big deal.

Your candy might actually be really delicious and your chips might be tooth-cracking crunchy but most of the time your brand copy stops there. You don't go far enough to make a memorable connection with those reading it.

Get specific about your products. 

Tell us a story about it. 

Make it relatable. 

Generate that 'Hey, that's me!!' response.

Hey that's me!

A great brand always has a great story behind it.


And I'm not saying we're a great brand or anything (that's not up to us!), but we do have a story behind why Cool Kids exists.

I've been a lifelong designer at startups. Earlier on in my career I loved being in that type of environment -  moving fast, iterating quickly and growing exponentially (not to mention the camaraderie and frequent happy hours!)

Very early on in one of the startups I was at recently (and I mean EARLY. There were only 7 or 8 of us) our company was one of the only ones in its industry, we were a young company, growing fast, full of promise.

Our office manager would always put on a playlist in the afternoons that had a song that referenced 'cool kids' (Cool Kids by Echosmith).

Now every time I hear that song it reminds me of that period in the company's existence.

It was a time of promise, a time of excitement, a time of optimism telling us that the best was yet to come. And it was.

And that's the feeling and optimism that we want to bring to businesses we work with. 

We want to help propel cpg businesses to new heights through strategic branding and visual design. 

We want to be a part of your story and we want you to be a part of ours. So if you have a project that you want to make a part of your legacy, drop me a message or just connect with me and I'll reach out to you.

We're Cool Kids, and so are you!

"Oh yeah. I've seen you on Instagram."


Who should be happy about that statement?

Your social media manager.

I guess you should be happy too, but if we're talking about brand awareness, this isn't the badge of honor you think it is.

Why?

Because brand awareness isn't about someone seeing your post on Instagram.

Brand awareness isn't about someone recognizing your logo.

And it really isn't about someone knowing who you are.

Brand awareness is about people talking about your brand when you're not in the room.

Over the weekend I was at Whole Foods standing in front of the cucumbers.  I overheard two shoppers next to me chatting.

One of them said: “Have you tried Ithaca hummus? It's soooo good.”

Now THAT'S brand awareness.

True awareness is when:

🏆 A buyer mentions your brand as a leader in your category.
🏆 A customer recommends you to a friend without hesitation.
🏆 Your product is the first name that comes up when someone talks about your space.

That doesn’t happen because of ads or follower counts.

It happens because your branding does the heavy lifting:

💪 Shelf presence that earns a second look
💪 Messaging that makes people feel something
💪 A story sticky enough to repeat

Social impressions will make you visible.

Branding makes you unforgettable.

👉 Which brand in your category gets talked about the most—whether or not they’re in the room?

If I hear one more opinion about the Cracker Barrel rebrand...


Actually to be honest, I understand the backlash. 

You don't have to be a designer to have an opinion about design.

In fact most of the people who have an opinion aren't designers.

Anytime a major company rebrands their business, half of the people are up in arms and the other half couldn't care less.

And eventually?

Anger turns to (reluctant) acceptance and we carry on with their lives.

I for one don't really have an opinion about it.

Why not?

Because we as brand designers know that it goes much deeper than a logo.

There are many more things that have been in the works that have changed that you don't actually see, you only feel it after time.

Because true branding isn't just about seeing a sign on a pole as you drive down the freeway.

Or an ad that interrupts a YouTube video you're watching.

Branding is the entire experience.

📣 To all of Cracker Barrel goers that hate the new logo:

How was your recent in-dining experience since the rebrand?

Was there still a nostalgic feel when you walked in?

Was the food the same? The service?

Does their messaging still speak to you?

Does the food in their ads still make you want to stop by for a meal?

Judge them on these things.

Because if you say the food was worse or the messaging missed you entirely or that feeling of nostalgia has all but vanished:

Their rebrand either does stink or you're no longer the type of person they are after. 🤷‍♂️ 

Thoughts?

Are you seeing this too?


It's already past Labor Day, the unofficial end of summer and beginning of Fall.

I'm already seeing everything pumpkin on Starbucks signs and at Trader Joes.

Pumpkin patches are already popping up.

Kids are back in school.

Halloween aisles are showing up at Target.

I just got over 2024. Now we're all but wrapping up 2025.

So much has happened and so much still has to get done!

If you’re seeing us for the first time, thanks for checking us out! We’re a small branding studio helping emerging CPG brands establish and elevate their brand experiences to get into retail and perform on shelves. 

Follow us for all things CPG branding, and a few photos here and there of my dog Charlie!

Most CPG founders think packaging changes = big budgets + months of work.

I'm going to tell you something that will be 🎶  to your 👂👂 : that's just not true. 

A lot of times rebrands aren't necessary.

Sometimes little tweaks make big changes.

Here are 3 quick wins that can boost your shelf game right now:

1. Fix your “shopability”
 
Shoppers give you 3 seconds. If they can’t tell what it is, the flavor, and why it’s different—game over.

 👉 Make your product name, variety, and main benefit crystal clear.
 👉 Use consistent brand elements + color cues so every SKU looks related but distinct.

2. Optimize behind the scenes

Margins feeling tight? Sometimes the savings are in your packaging specs, not your price.

 👉 Ask your supplier for a “packaging efficiency audit.”
 👉 Small tweaks to material use, die lines, or print layout can lower costs without changing what the shopper sees.

3. Add a QR touchpoint

Transparency sells. And QR codes are the easiest bridge between your shelf and your story.

 👉 Link to sourcing info, certifications, recipes, or a loyalty program.
 👉 Even a small sticker works—no need to wait for the next print run.


💡 None of these require a 6-month lead time.
💡 All of them can help you sell more, spend less, and connect deeper.


Which one are you trying first?

Clarity wins at shelf.


Startup CPG's latest webinar talked about all things packaging.

➡️  DTC packaging ≠ retail packaging
➡️  Packaging is a growth strategy, not just a necessity
➡️  Consistency across SKUs builds brand blocks
➡️  Flavor imagery sells more than function claims
➡️  Emotional resonance creates breakout brands

So many great nuggets of info and advice for cpg brands looking to get into retail.

But I think one of the biggest nuggets they shared is the 5 by 5 rule:

From 5 feet away, a shopper should be able to understand what your product is in 5 seconds.

Simple. 

So simple, in fact, that I don't even think I need to explain it further.

Plus it's easy to remember. 

And has HUGE impact.

But why does this 'rule' even matter?

Because:

Shelf clarity = sales
If someone can’t tell what your product is, what it does, or why it’s worth buying almost instantly, they’ll keep walking.

Simplicity sells
Brands that over design or try to say too much (like listing 6+ benefits on the front) end up saying nothing effectively.

It forces prioritization
Founders tend to want to include everything—non-GMO, vegan, gluten-free, upcycled, adaptogenic, etc.—but the 5x5 rule challenges you to pick 1–2 hero messages that truly matter.

Are you currently redesigning your packaging or thinking about it?

Do this quick test:

Tape it to a shelf.
Step back 5 feet.
Give yourself 5 seconds.
Ask: “Would I know what this is, why I need it, and how it fits into my life?”

Or better yet, ask someone who has no idea what you're working on to perform this test. 

I guarantee you you'll get great feedback.

And if they can't answer these questions within 5 seconds, then you have some simplifying to do.

Because clarity wins at shelf.

'What are buyers actually looking for?!"


Working with early-stage food + bev founders, I hear this question all the time.

After all, they are the gatekeeper.

Here’s the short list I’ve put together from research, buyer panels, and what I’ve seen brands run into on their retail journey:

➡️ Differentiation on shelf 
Why should your product replace something else? Clear story + packaging that pops in 5 seconds (the 5 by 5 rule).

➡️ Proven consumer demand 
Buyers want evidence people already buy it (DTC sales, local traction, loyal fans). Come with data.

➡️ Strong unit economics 
Competitive price, healthy margins, and pack sizes that make sense in a basket.

➡️ Operational readiness 
Can you consistently deliver? Think certifications, case packs, distribution.

➡️ Alignment with store values 
Whole Foods ≠ Target ≠ your local co-op. Show them you fit their shopper.

And one more thing: category managers want to see passion. If you're not excited about your product, why should shoppers be?

At the end of the day, it’s not a mystery. Buyers want proof you’ll move product off shelves without creating headaches.

👉 If you’re working toward retail, which of these feels like your biggest hurdle right now?

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