Today’s guest is Alex Center, a designer and podcaster and founder of the award-winning design and branding studio, CENTER. From 2006 to 2017, Center worked for the Coca-Cola Company, helping build the brands Vitaminwater, Powerade, and Smartwater. Today, he and the team at CENTER are building the next generation of icon brands partnering with companies like United Sodas of America, Apple, HEYWEAR, Good Light, New Balance, SIMULATE, and Liquid Death.

One of the reasons I wanted to talk to Alex today is because his agency, CENTER, is a contributor to the new edition of Designing Brand Identity. CENTER pitched in on the pages about package design and differentiation, and also contributed a case study for KatKin, “a nutrition, education, and community-focused cat-care brand based in the UK that works with world-leading veterinarians and nutritionists to develop food that gives cats the nutrients they actually need.” We talk about these cases, how Alex approaches branding and package design, and more on this episode of the podcast.