Resilient as F*k!

Vanp Brand Studio, Vivian Perez
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  • Entrepreneurship
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Ever wonder what really happens behind the scenes of a successful brand? Resilient as F*k! is here to bring you the unfiltered stories of CPG founders who’ve been through it all—the wins, the setbacks, and the ‘what-now’ moments that changed everything. Every week, Vivian Perez, host, and founder of Vanp Brand Studio, will sit down with inspiring founders to talk about the real stuff that got them to where they are today.

  1. Stop Letting Your Ego Design Your Packaging: The Brutal Truth About CPG Community with Cheryl Appleton

    3d ago

    Stop Letting Your Ego Design Your Packaging: The Brutal Truth About CPG Community with Cheryl Appleton

    Key Takeaways: The "Perfect Packaging" Trap: Why over-investing in your branding before testing your product is a massive mistake. Your brand will evolve; don't let your ego delay your launch. No Replacement for Lived Experience: AI is a great tool, but it cannot replace the peer-to-peer mentorship of founders who are currently navigating the chaotic CPG landscape. The Introvert's Advantage: You don't have to be the loudest person in the room to succeed in business. When introverts speak, people listen—but you still cannot hide from your customers. Authenticity > Aesthetics: Forget the beauty glam shots and the perfectly curated outfits. Real business connections happen when you show up exactly as you are and drop the corporate fakery. Memorable Moments: The "Voluntold" Founding: How a casual dinner with industry friends led to Cheryl being "voluntold" to lead a brand new organization for women in food. The $50,000 Holy Sh*t Moment: How C-WIF launched their "Gifts of Goodness" boxes during COVID and immediately landed a massive corporate order to keep their members afloat. The Power of Peer-to-Peer: The story of Lashana (founder of Moss), who wasted six months trying to be perfect before realizing the real power of connecting with a community that actually wanted to see her win.

    43 min
  2. Do You Actually Know How to Ship a Pallet? Retail Execution and Co-Founder Survival with Jenny from Ohme Foods

    May 28

    Do You Actually Know How to Ship a Pallet? Retail Execution and Co-Founder Survival with Jenny from Ohme Foods

    Key Takeaways: The "Clear Window" Trap: Why designing for aesthetics over food science will cost you retail placements, and how Ohme Foods successfully pivoted their entire brand identity to protect their product's shelf life. The RACI Chart: The ultimate operational framework for co-founders. Learn how to map out exactly who is Responsible, Accountable, Supporting, and Informed to eliminate overlapping tasks and founder resentment. Start Messy at the Pop-Up: Stop waiting for perfect branding. Jenny brought two failed business ideas to pop-up markets before Ohme Foods finally hit. Validation happens in the real world, not behind a screen. Mastering the "Dependency": The one question every founder needs to ask when a project stalls: What is the dependency, and is it on me or someone else? Memorable Moments: The "Pallet Panic": The hilarious and stressful reality of securing your first major retail order and realizing you have absolutely no idea what a shipping pallet is, where to get one, or how to assemble it. The Accidental Retail Launch: The moment local cafes (like Mad Milk Bar and Federal Store) slid into their DMs just one month into their launch, proving the undeniable power of grassroots community testing. The Ultimate Milestone: Reaching the financial and operational goals required to finally quit their corporate Healthcare IT jobs and go all-in on their brand. About the Guest: Jenny is the co-founder of Ohme Foods, a Canadian company creating healthy, functional, and joyful freeze-dried fruit snacks.

    33 min
  3. Are You Clever or Are You Clear? Leopold Ajami on the Philosophy of Influence and Brand Storytelling

    May 21

    Are You Clever or Are You Clear? Leopold Ajami on the Philosophy of Influence and Brand Storytelling

    Key Takeaways: Clarity Over Cleverness: Stop butchering your customers' actual words to sound "creative." The ultimate sophistication in branding is absolute simplicity. The "3 P's" Pitch Framework: Don't just sell the problem and your plan. You must sell the Place—the ultimate transformation and desired outcome the consumer will achieve. Master the Story Loop: If you want to hook an audience, state the problem and immediately jump to the successful outcome. Make them beg to know what happened in the middle. Reflective Intelligence vs. AI: AI can give you a template, but it cannot give you consciousness. Build a "vault" of personal reflections and stories so you can inject a unique piece of yourself into your brand messaging. Memorable Moments: How Leopold brilliantly flipped the script in the first 30 seconds of the interview using the psychological principle of consistency. A candid breakdown of the infamous Lululemon CEO PR crisis, exploring how a failure to appeal to "System 1" (instinctual) thinking alienated an entire community. The moment Leopold drops a one-sentence story ("My daughter just told me I will never be your friend again") to perfectly demonstrate how to open an irresistible psychological loop. About the Guest: Leopold Ajami is a philosophical brand strategist, speaker, and the founder of Novel Philosophy Academy. He helps CEOs and founders develop thought leadership by integrating philosophy, creativity, and the science of influence. Links & Resources: Check out Novel Philosophy Academy: novelphilosophy.academy Connect with Leopold on LinkedIn: Search for Leopold Ajami Vamp Brand Studio: vampbrandstudio.com If you enjoyed this episode, be sure to follow us on Spotify or Apple Podcasts. Stay resilient as f*k!

    40 min
  4. From MS Diagnosis to Global Superfood Brand: A Healing Journey with Amanie from Survival Moss

    May 14

    From MS Diagnosis to Global Superfood Brand: A Healing Journey with Amanie from Survival Moss

    Key Takeaways: ● Authenticity is Your Best Strategy: Don't chase trends. Build products that you have a deep, personal connection to and that genuinely solve a problem you've experienced. ● Rebuilding from the Ground Up: Sometimes, experiencing a physical or emotional "rock bottom" is the exact catalyst needed to discover your true purpose and resilience. ● Embrace Trial and Error: Scaling a food product—like pioneering freeze-dried sea moss—takes time, money, and plenty of failed batches. Trust the process. ● Nature Provides Answers: From inner hydration and immune-boosting to topical skin remedies for eczema, looking to holistic and natural solutions can completely transform your well-being. Memorable Moments: ● Amanie’s raw and vulnerable recount of her sudden MS diagnosis and the months spent in acute hospital care. ● The gritty reality of transitioning from a kindergarten teacher to a CPG founder trying to figure out freeze-drying technology and co-packing facilities. ● How a childhood connection to nature (and a love for Pocahontas!) shaped her holistic view of sourcing healing from Mother Earth. About the Guest: Amanie is the co-founder of Survival Moss, a superfood brand dedicated to inspiring people to thrive—not just survive—through freeze-dried sea moss, lion's mane, and other immune-boosting blends.

    33 min
  5. Designing the "Dichotomy of Heat" and the Art of the Pivot by Viggy Venkat from Tocha Foods

    Apr 9

    Designing the "Dichotomy of Heat" and the Art of the Pivot by Viggy Venkat from Tocha Foods

    "Good brands have great tension." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Viggy Venkat, the mastermind behind Tocha Foods. This isn’t your typical "hot sauce" story; it’s a masterclass in using customer discovery to identify a market gap so wide you could drive a distribution truck through it. Memorable Moments: The 75% Rule: Viggy reveals the data point that changed everything: the overwhelming majority of people want the flavor of peppers without the "face-on-fire" pain. The "Mom Test" Fail: Why Viggy gave early samples to everyone except his mother to ensure the feedback was raw and honest. The "Sauce Guy" Identity: Realizing that his personal brand is now inextricably linked to Tocha, and the healthy pressure that recognition creates. The White Space Strategy: A tactical breakdown of why Tocha chose a minimalist white label to stand out in an aisle dominated by aggressive imagery like skulls and flames. The Great Pivot: Why a founder who was "adamant" about staying Direct-to-Consumer (DTC) listened to the data and made the leap into retail. Iconic Quotes: "If a launch date is realistic, it's probably a bit too slow." "Retail is details... it's the accumulation of those details that set you up for success." "95% of people who try our brand for the first time try it because of the branding and the marketing. They stay because of the product." "You can't be paralyzed by the fear of failure, but you have to let that fear be the driver." Resources & Links: Tocha Foods: tochafoods.com Books Mentioned: Blue Ocean Strategy and The Mom Test Work With Vamp Brand Studio: We build resilient identities for founders ready to play the long game. From high-end packaging that stops the scroll to digital strategies that convert, we help you master the details. Website: vanpbrandstudio.com Services: Strategy, Identity, Packaging, Web, and Social

    41 min
  6. Surviving the Retail Shelf and the SmartSweets Playbook with Koreann & Michelle from Roadmap CPG

    Apr 2

    Surviving the Retail Shelf and the SmartSweets Playbook with Koreann & Michelle from Roadmap CPG

    "Getting distribution is not easy... but the hard part is getting it off the shelf." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with CPG veterans Michelle McKay-Prychidny and Koreann Webster, the co-founders of Roadmap CPG. After serving as early key employees for industry giants like Vega and SmartSweets, they have seen exactly what it takes to survive the retail shelf—and the expensive mistakes that get brands kicked out. Key Topics Covered: The Unicorn Build: What it was really like inside SmartSweets during its massive growth, and how they built a groundswell of demand before ever hitting the US market. Retailer Apprehension: Why grocery buyers will say "no" to a great product simply because a founder doesn't know the industry language or onboarding process. The Trap of Going Too Wide: Why going deep with a few retailers and validating your sales is better than launching in 1,000 doors unprepared. Financial Foundations: The critical importance of trade spend guardrails, bottom-up forecasting, and planning your pricing strategy five years in advance. Cutting Through the Noise: Brilliant (and slightly crazy) email hacks to get the attention of busy retail buyers.

    47 min
  7. Rethinking the Bread Aisle and the Nightmare of Scaling with Tony of Queen Street Bakery

    Mar 26

    Rethinking the Bread Aisle and the Nightmare of Scaling with Tony of Queen Street Bakery

    "Get a thousand people to try your product... it's gonna save you so much money later on." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Tony, the co-founder behind Queen Street Bakery, to discuss the wild journey of transforming an allergen-friendly bread concept into a national powerhouse available in over 3,000 stores. Key Topics Covered: The Birth of 'Bread with Benefits': How a lack of nutritious, inclusive options led to a mission to recreate bread using superfood flours like chia seeds and beans. The Manufacturing Nightmare: The stressful reality of landing a national grocery deal with Loblaws only to realize their custom dough ruined standard commercial bakery machines. The 1,000-Person Rule: Tony explains why testing your prototype with 1,000 people (and finding the precise attribute they will actually pay for) is the secret to a successful launch. Selling the Vision: Why being an entrepreneur means constantly selling—not just to buyers, but to your team, suppliers, and manufacturers who need to take a chance on your wild ideas. Protecting the DNA: How to evolve your branding, logo, and packaging to meet market demands while keeping your core mission completely intact.

    41 min
  8. The Gritty Reality of the Plant-Based Boom with Jason James

    Mar 19

    The Gritty Reality of the Plant-Based Boom with Jason James

    "If you ever knew what it would take to get where you want to go... you'd never do it." In this episode of Resilient as F*k!, host Vivian Perez (Vamp Brand Studio) sits down with Jason James, the visionary behind Vegan Supply, to discuss the transformation of the vegan industry from a niche market to a powerhouse of innovation. Key Topics Covered: The Pivot to Plant-Based: How a Crohn’s diagnosis 25 years ago led to a lifelong mission of making veganism accessible through distribution and retail. Innovation Without Compromise: A look at the new frontier of vegan CPG, featuring breakthrough products like Juicy Marbles and Yo Egg that replicate the "experience" of food. The Founder’s Masterclass: Why a strong "Why" is the only thing that survives the CPG grind. Branding & Retail Strategy: Jason explains why "Retail is Details" and how packaging, social media, and relationship-based distribution set successful brands apart. De-Risking the Shelf: Advice for small founders on navigating the "pay-to-play" retail landscape and leveraging incremental improvements to win over buyers. Resources Mentioned: Vegan Supply :https://vegansupply.ca/ Documentary: Earthlings Event: Planted Expo Connect with Vanp Brand Studio: Website: www.vanpbrandstudio.com Services: Strategy, Identity, Packaging, Web, and Social Design for Resilient Founders.

    40 min
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About

Ever wonder what really happens behind the scenes of a successful brand? Resilient as F*k! is here to bring you the unfiltered stories of CPG founders who’ve been through it all—the wins, the setbacks, and the ‘what-now’ moments that changed everything. Every week, Vivian Perez, host, and founder of Vanp Brand Studio, will sit down with inspiring founders to talk about the real stuff that got them to where they are today.

Information

  • Creator
    Vanp Brand Studio, Vivian Perez
  • Years Active
    2024 - 2026
  • Episodes
    20
  • Rating
    Explicit
  • Copyright
    © 2024 Vivian Perez & Vanp Brand Studio. All rights reserved.
  • Show Website
    Resilient as F*k!